buyer exam 2 involvement

What is Involvement?

a person’s perceived relevance and interest in an object

Simple meaning:

How much you care about a decision

Involvement determines:

• how much time

• how much effort

you put into making a decision

Examples:

• Buying a car → high involvement

• Buying gum → low involvement

Factors That Affect Level of Involvement

These explain WHY you care more or less 1) Personal Factors

(self-relevance, interests, needs, goals)

Meaning:

If it matters to your life → higher involvement

✔ Examples:

• Love fashion → high involvement in clothes

• Trying to lose weight → high involvement in diet products

2. Product Characteristics

(attributes, benefits, cost, risk)

Key ideas:

• Expensive → high involvement

• Risky → high involvement

• Hedonic (fun/emotional) → higher involvement

• Utilitarian (practical) → lower involvement

✔ Examples:

• Sports car → high involvement

• Detergent → low involvement

3. Situational Factors

time, mood, environment)

Meaning:

Your situation changes your involvement

✔ Examples:

• In a rush → low involvement

• Big sale → higher involvement

• Hot weather → more interest in cold drinks

4. Culture & Values

Meaning:

Different cultures care about different things

✔ Examples from your notes:

• Europe → soccer

• USA → football/basketball

• Canada → hockey

➡ Marketers adapt ads based on this

5. Demographics & Lifestyle

Meaning:

Different people = different involvement

✔ Examples:

• Age (young vs older)

• Gender differences

• Lifestyle (outdoor vs indoor)

High involvement purchase

requires high level of cognitive effort

Active search for alternatives

think —> feel —> buy

think first , form opinions, then buy

low involvement purchase

low level of motivation / cognitive effort

Passive search for alternatives

act —> buy —> think

buy first (habit)

then maybe form an opinion later