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INVOLVEMENT : The level of involvement of the consumer affects the amount of efforts he give to learning about products and

deciding which brands to buy. The concept of involvement also characterize difference in the intensity of interest with which consumers approach their dealing.

Most definitions of involvement acknowledge following : 1. Is related to the consumers values and self-concept which influence the degree of personal importance ascribed to a product or situation. 2. Can vary across individuals and different situations. 3. Is related to some form of arousal.

Involvements incorporates following critical properties 1. Intensity Degree of arousal 2. Directional influence. If an individual is interested in the product or service he will activate energy toward it. That is he will be motivated towards the product or service. Stronger the degree of involvement the more intense the motivated state will be experienced.

Diagram of major dimensions


Moderating Factors : -Opportunity to process -Ability to process

Antecedents :
Person Stimulus / Object Situational

Involvement Properties :
Intensity

Response factors : Search Information processing Decision / Persuasion

Direction
Persistence

Dimensions of involvement: The concept of involvement is multifaceted & have number of important dimensions. Figure outlines several of these dimensions. Antecedents : It is source that interact with each other to generate the degree of involvement the consumer will experience at any particular time. We can group the variables into1. Person 2. Stimulus/ object 3. Situational categories

1.

Person : Variables categorize under this are personal needs, values, experiences and interests.
Stimulus / object : Products or stimuli that the consumer perceives to be closely related to his values, interests, experiences etc. are likely to lead to higher level of involvement. Given product will not generate some level of involvement for all consumers. It means interaction of the product with personal variables will generate unique level of involvement for every person. Situations: The type of situation a consumer faces can also influence the level of involvement that will be experienced.

2.

3.

Moderating factor:
Several variables or conditions may exists to limit or constrain the impact of information on consumers & his state of involvement. For example- A portion of a newspaper article about the possible allergic reactions one can have to a fiber but supplement might be unavailable because it was used to clean the cat box. Such circumstances limit the consumers opportunity to process information and consequently will influence the level of involvement. Similarly if the consumers knowledge about a partial as product is not up to a mark it will affect the consumers ability to process the information.

Involvement Properties:
Involvement as an internal state may be viewed as having three main properties. 1. Intensity Degree of involvement that consumer experiences.
2. Direction It refers to focus or target of involvement. 3. Persistence Length of time the consumer remains in a state of involvement.

Response Factors:
How consumer behaves under different involvement conditions ? It describes the mental and physical actions or reactions the consumer engages in. Search: High involvement of consumer generates intense efforts in actively searching out sources of product and brand information, conversely low involvement of consumer results in little active search for information. Information processing: After acquiring information consumer process it to determine its meaning. The steps are viewed interns of hierarchy of effects because they appear to describe the mental process that lead to purchase decision.

Decision / Persuasion : Consumer who had a favorable change in attitude toward the product may be expected to seek more positive information about it and will have greater possibility of purchasing it. If consumer has no strong attitude about any of the specific brands. Only formalities will become sufficient reason for purchase of the brand. In such cases purchase decisions may be made based on cues such as pleasing background music or expert looking spoken person. After the purchase and experiencing the product consumer will develop some attitude about it.

Attitude:
Attitude is one of the most important subject of study in the field of consumer behaviour. Research for attitude form the basis for developing new products, repositioning existing products, creating advertisement campaigns and predicting brand preferences as well general purchase behaviour.
Definitions of AttitudesSocial psychologist do not agree on precise definition of an attitude. However four definitions are more commonly accepted than others.

1. Attitude is how positive or negative favorable or unfavorable or pro or con a person feels towards an object. This definition views attitudes as a feeling or evaluating reaction to objects.
2. Attitude is learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way. This definition incorporates the nation of a redlines to respond toward an object.

3. Attitude is an enduring organization of motivational emotional, perceptual and cognitive process with respect to some aspects of individuals word.

This views attitude is made up of three components. 1. The cognitive or knowledge component 2. The attractive or emotional component 3. Behavioral tendency component. 4. Persons overall attitude toward an object seem to be a function of 1. The strength of each number of beliefs the persons holds about various aspects of the object. 2. The evaluation he gives to each belief at it relates to the object. A belief is probability a person attaches to a given piece of knowledge being true.

Characteristics of Attitudes:

1.

Attitudes have an object. By definition attitudes must have an object. That is they must have focal point like abstract concept. Such as ethical behaviour or it can be tangible item such as Television. The object can be physical thing or it can be an action such as buying a lawnmower. In addition the object can be one item such as a person or collection of items as a social group. Attitudes have Direction, Degree and Intensity An attitude expresses how a person feels towards an objects. It expresses
a. Direction- The person is either favorable or unfavorable toward the object.

2.

b. Degree- How much the person either likes or dislikes the object.
c. Intensity- The level of sureness or confidence of expression about the object.

Although degree and intensity might seen the same but are actually related, they are not synonymous. For e.g.- A engineer may feel that one particular special purpose machine is poorly made. It means his attitude is negative and degree of negative feeling is quite extensive. However engineer may have very little conviction or feeling of sureness (Intensity of attitude) that he is right. 3. Attitudes have structure: Attitudes display organization, which means they have internal consistency and possess inter attitudinal centrality. They also tend to be stable to have varying degrees of salience and to be generalizable. 4. Attitudes are learned. Just as a driving, a tennis stroke and tastes are learned so are attitudes. They develop from our personal experiences with reality, as well as from

Sources of Attitude Development: All attitudes ultimately develop from needs and the values place upon objects that satisfy those perceived needs. Personal Experience: People come into contact with objects in their everyday environment. Some are familiar while others are new. We evaluate the new and reevaluate the old and this evaluation process assists in developing attitudes toward object. Our direct experiences with sales representatives, products, services and stores help to create and shape our attitudes toward those market object. Group Association: All people are influenced to one degree or another by other members in the group to which they belong. Our attitudes also influenced by other groups with which we wish to associate. All groups including family, work, cultural and sub-cultural groups are important in persons attitude development. Influence others: A consumers attitude can be formed and changed through personal contacts with influentional persons such as respected friends, relatives and experts. Opinion leaders are the examples of people who are respected by their followers who strongly influence the attitude and purchase behaviour of followers.

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