CONSUMER

INVOLVEMENT

* By- Anshaj Goyal

(2121748)
Aryan Paul
(2121743)
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CONSUMER INVOLVEMENT ••••
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• Consumer involvement refers to degree of information
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processing or extent of importance that a consumer attaches
to a product.
• The degree of involvement has a very significant effect on
consumer behaviour.
• When more expensive products are to be purchased, the
consumer gets more involved in purchase process but he
may not be equally involved in a product which is just
a rupee or two priced.
 EXAMPLES OF
CONSUMER INVOLVEMENT
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• Take the example of: ••••
•!• CAR- As it is a expensive product so consumer will •
get highly involved resulting in higher involvement.

•:• BOOK- The book purchased by a student for

preparing competitive exam may not be as expensive as
car, yet the customer gets highly involved because it is a
important product.

•:• MEDICINE- When a medicine is being purchased, which

may not be very expensive, yet the customer may be highly
involved in checking that it shouldn't react him.
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LEVELS OF INVOLVEMENT •• •
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LOW SOME HIGH

INVOLVEMENT INVOLVEMENT INVOLVEMENT

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Habitual decisions Simple decisions Lengthy decisions
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Tea, toothbrush, . Skincream, Cars, diamond,
Washing powder. Torch, snacks. Property.
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LOW INVOLVEMENT- Low involvement purchases are
not really important to consumers, have little
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relevance and need very limited information ••••
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processing.

SOME INVOLVEMENT- Some involvement purchases

are of little bit importance to customers. It includes
some evaluation of alternatives.

HIGH INVOLVEMENT- High involvement purchases are

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those which are important to consumers such as
complex, expensive, risky or ego-intensive products &
require extensive information processing. • •
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• HIGH INVOLVEMENT MEDIA- Print media such as
newspaper & magazines are high involvement media because
information is processed clearly leading to attitude
formation and finally behaviour.

• LOW INVOLVEMENT MEDIA- TV is a low

involvement media because it is a primarily pictorial,
allowing viewers passive and holistic processing of
information.
 FACTORS INFLUENCINGLEVEL • •••
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OF INVOLVEMENT
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PERSONAL FACTORS
( Needs, Importance, Interest,
Values)

OBJECT FACTORS
- Differentiation of alternatives.
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SITUATIONAL
- Purchase ••• •
FACTORS
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- Source of communication. - Use
- Content of communication.
- Occasion
 FACTOR$ AFFECTING • ••
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DEGREE •
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QF INVOLVEMENT ••••••
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1) MODERATING FACTORS: are those which may limit
the opportunity & the ability to process the information and•
influence the level of involvement.

For example: a consumer is planning the purchase of a

mobile phone & the commercial he is watching would be quite
interesting to him. Suddenly somebody knocks on the door &
this distracts his attention from the ad and the consumer may
not posses much knowledge about a particular product and
fails to understand some of the information contained in the
ad. So this would limit the evaluation of alternative brand in a
satisfactory manner.
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2) INVOLVMENT VARIABLES:
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■ PERSON- The variable related to person refer to personal needs,
values, interests & experiences etc. For example: a person
interested in computers is very likely to have personal interest in
computer related magazines to learn about new development.

■ STIMULUS/OBJECT- refers to product or stimuli that

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consumer perceives to be closely related to his/her values,
experience and interest. For example: in case of •
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computers,
should not expect the same level of involvement for all
consumers.
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3) INVOLVEMENT PROPERTIES:
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■ INTENSITY: Involvement intensity refers to the severity of
involvement as experienced by the consumer and is generally
categorized as high or low.

■ DIRECTION: Direction refers to the focus of involvement and

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involvement variables will strongly affect this focus. The focus
could be a product, service, ad or purchase decision.•• •
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■ PERSISTENCE: Persistence describes the length of time the
consumer remains involved with purchase decision.
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4) RESPONSE FACTORS:
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■ Response factors concern how a consumer behaves under
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involvement condition of different intensity.
• These factors includes different pattern of information search,
information processing, evaluation of alternatives and post­
decision actions.
■ One may expect that consumer is high in enduring

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involvement for a product will undertake regular, ongoing
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search for information & low involvement will result
search for information.
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little
* THANKYOU