low involvement cdgvrtgbtonsumer decision making

7/29/2019 Low Involvement Cdgvrtgbtonsumer Decision Making

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Consumer Behaviour

Low Involvement Consumer Decision

Making


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The nature of involvement

Involvement with a product is greater when It is important to the consumer

Self image tied to the produce

Symbolic meaning tied to consumer values

Expensive Important functional role

It has emotional appeal

It is continually of interest to the consumer

It entails significant risks: financial, technological,

social, physical It is identified with the norms of a group


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Types of involvement

Situational

Specific situations

Temporary

Enduring

Continuous

More permanent


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Which kind of involvement is likely to

result in complex decision making?

0 of

36 1 2 3 4

0% 0%0%0%

1. Situational

2. Enduring

3. Both4. None

15


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The hierarchy of effects

Formation of brand beliefs: cognitivecomponent of attitudes

Evaluation of brands: the affective component

Purchase decision: the behavioural component

Assumes involved consumers


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Low Involvement hierarchy

Purchase of salt: discuss using Tata salt as an example

Consumer receives information passively: passive

learning

No evaluation of information or brand

Over time, establishment of association: informationcatching

Need arises

Purchase because of familiarity: no attitude towards

brand; no favourable/unfavourable reaction Consumer behaviour: inertia


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Four types of Consumer Behaviour

Beliefs

Evaluation

Behaviour

Beliefs

Behaviour

evaluation

(Beliefs)

(Evaluation)

Behaviour

Beliefs

Behaviour

(Evaluation)

High

Involvement

Low

Involvement

Decision

Making

Habit


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High involvement with decision

making is?

0 of

36 1 2 3 4

0% 0%0%0%

1. Brand Loyalty

2. Complex decision

making

3. Limited decision

making

4. Inertia

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High involvement with habit is?

0 of

361 2 3 4

0% 0%0%0%

1. Brand Loyalty

2. Complex decision

making

3. Limited decision

making

4.

Inertia

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Low involvement with decision

making is?

1 2 3 4

0% 0%0%0%

1. Brand Loyalty

2. Complex decision

making

3. Limited decision

making

4.

Inertia

0 of 36


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Limited decision making

Possible situations

Introduction of a new product

Change in existing brand

Desire for variety

Beliefs, purchase, evaluation

Learning passive: no active information

search or brand evaluation


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Complex decision making: which

theory?

1 2 3 4

0% 0%0%0%

1. Classical

conditioning

2. Cognitive learning

3. Instrumental

conditioning

4.

Passive learning

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Brand Loyalty: which theory?

1 2 3 4

0% 0%0%0%

1. Classical

conditioning


3. Instrumental

conditioning

4.

Passive learning

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Inertia: which theory?

1 2 3 4

0% 0%0%0%

1. Classical

conditioning


3. Instrumental

conditioning

4.

Passive learning

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Theories of Low Involvement

consumer behaviour Krugmans theory of passive learning

Sherifs theory of social judgement


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Why is TV low involvement?

TV advertising animate, viewer inanimate

(passive)

Pace of viewing is out of the viewers control

Little opportunity for reflection

Little opportunity for making connections

Print media is the opposite


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Consumer behaviour implications

Consumers learn information at random

Consumers are information catchers

Consumers evaluate a brand after buying

Consumers seek an acceptable rather than

optimal level of satisfaction

Personality and lifestyle characteristics are not

related to consumer behaviour Reference groups exert little influence on

consumers


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Latitude of acceptance: positions an individualaccepts

Latitude of rejection: positions rejected

Latitude of noncommitment: neutral

Highly involved individual:

Definite opinion

Accept few other positions

Uninvolved individual No opinion

More positions acceptable


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Fewer attributes

used to evaluatemore brands

More attributes used to evaluate fewer brands

Level of involvement

Low

High

Low High

Latitude of

acceptance

High involvement

Low involvement


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For low involvement products advertising

should be high repetition and short duration

1 2

0%0%

1. True

2. False

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For low involvement products television

rather than print media should be used

1 2

0%0%

1. True

2. False

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For low involvement products advertising

should focus on giving lots of information

1 2

0%0%

1. True

2. False

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Low involvement products should be

positioned to maximise desired benefits

1 2

0%0%

1. True

2. False

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For low involvement products consumers

are likely to be more price sensitive

1 2

0%0%

1. True

2. False

0 of 36


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References

Consumer Behaviour: Schiffman, Kanuk &

Kumar, 10th Edition (Pearson)

Consumer Behaviour: A Strategic Approach

Assael, 2005 Indian adaptation edition(Biztantra)

low involvement cdgvrtgbtonsumer decision making

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