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Involvement theory and consumer relevance

Relevancy between the product and the Consumer High involvement purchases and consumers high perceived risk Central route to persuasion (Cognitive processing) few brands narrow categorizers

Involvement theory and consumer relevance


Low involvement purchases and consumers low perceived risk Peripheral route to persuasion Repetition, visual cues, holistic perception More brands broad categorizers

Low involvement ad

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High Involvement ad

MEASURES OF CONSUMER LEARNING

1. Market share and the number of brand-loyal consumers 2. Recognition Measures 3. Recall tests

Effects of Consumer Involvement


Low-involvement learning model Replacing old brand perceptions with new beliefs without attitude change Learn (information)-Feel (attitude)-Do (behavior) hierarchy High involvement/high thinking (Thinker): Learn-Feel-Do High involvement/high feeling (Feeler): Feel-Learn-Do Low involvement/low thinking (Doer): Do-Learn-Feel Low involvement/low feeling (Reactor): Do-Feel-Learn