Involvement is the perceived relevance of the object (advertisement, product/brand,

purchase decisions) based on their inherent needs, values and interests to the consumer’
(Solomon 2012 p124). Thus, motives need to be understood in terms of consumer effort
and involvement. Explain and discuss involvement principles in the context of the consumer.
How might marketers incorporate their understanding of involvement principles into their
marketing campaigns in order to assist the consumer in their buying decision behaviour?
Illustrate your answer with appropriate examples

Involvement
Is the level of personal importance and /or interest evoked by stimulus (or stimuli)
within a specific situation (Solomon et al 1999).

5 Decision Making Stages:

 Problem recognition- may create the motivation to go to the next level
 Search- extensive or limited depending on the involvement level
 Alternative evaluation
 Choice
 Post-acquisition evaluation
One of the main goals of advertising is to make consumers recognize a problem.

Types of B2B buying tasks

1. CASUAL- purchase of low importance. Little analysis is done (ex: buying an
inexpensive tool)

2. ROUTINE- Purchase of medium importance. some search and analysis, standard

procedures. Superficial level of strategic thinking (ex: reordering paper)

3. Simple modified rebuy Purchase quite important. Moderate search and analysis,
standard procedures, only a few options. High level of strategic thinking (ex:
reordering standard grease for machinery)

4. Judgmental new task - Purchase quite important. Moderate search and analysis,
standard procedures. Moderate level of strategic thinking (ex: ordering Software
System for billing that has previously done by hand)

5. Complex modified rebuy - Purchase quite important. High search and analysis,
standard procedures, many options. High level of strategic thinking (ex: Purchase of
new computer system for offices)

6. Strategic new task - Purchase of extreme importance. High level of search and
analysis, many options. Very High level of strategic thinking (ex: Ordering machinery
for the new production line of a product)
Traditional DECISION-MAKING perspective:
 High involvement
 Low involvement

EXPERIENTIAL PERSPECTIVE recognizes consumers as feelers as well as thinkers. Everything

they consume is based on feelings images and emotions. The focus changes from the
functional role of the product to their symbolic meaning, and related emotions or feelings
that they produce. (shelving products, smells textures, lighting, categories, packaging)

Impulse purchases is a powerful persistent and an unplanned urge to buy something

immediately, without much regard for the consequences. There are positive feelings that
lead to a desire to experience a product or a service resulting in a purchase.

Variety seeking purchase. Even if some customers are happy with their current brand, they
want to change something spontaneously. People have to maintain an appropriate level of
stimulation, so they are trying permanently to adjust it.

Problem recognition

Actual state vs. Desired state

If the consumer’s satisfaction with her actual state decreases, or if the level of her desired
state increases, she may recognize a problem that propels her to act. (new situations, social
status, change of opinions or needs)

Consumer search behaviour

 Refers to all the actions consumer take to identify and obtain information on the
means of solving a problem

Search processes:
A.
1. Internal search- retrieve the information from the memory
2. External search- involves the acquisition of information from outside sources
such as friends, ads, packaging, sales personnel or Consumer reports
B.
1. Prepurchase search
2. Ongoing search- having a passion, around a particular product or activity:
photography, cars etc.

In general, consumers would engage in heavy amounts of external search only

when they are in a high-involvement state and doing extensive problem solving.
Factors:
 Product risk factors- the risk may be financial, performance, psychological, time,
social or physical. They would engage in a more extensive search for services than
for goods. Services are more intangible and unstandardized.
  Consumer factors- demographic or personality. Less experience consumers have had
with a product category, the greater their info search behaviour
 Situational factor- high social risk-extensive search. Boredom, feeling

Recommendations and summary

Alternative evaluation:
Consumers form beliefs and attitudes regarding the decision alternatives.
In low involvement situations, alternative evaluation consists of the formation of a few
rudimentary beliefs about the options under consideration. From the behavioural
influence perspective, consumers are conceptualised as never consciously comparing
alternatives.

LAW OF SMALL NUMBERS- a small number of people (sample)is a representation of a

population.

The consumer choice process:

two categories of models that explains how consumers make choices:

 Compensatory- high involvement
 Noncompensatory- low involvement
These refer to whether high ratings on one attribute can compensate for low ratings on
another attribute