Product involvement
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This document defines product involvement as the feelings of interest and enthusiasm consumers hold for specific product categories. It can be evidenced by how important consumers view products, their product knowledge, and attention to related information. Product involvement is important for advertising strategies. There are three types of involvement: enduring, based on long-term relevance to self; situational, triggered by specific causes; and response, reflecting behavioral orientation like time spent. Higher involvement occurs for high-priced, important, or beneficial products lacking substitutes or information. Highly involved consumers extensively research using multiple attributes and express identity through brands. Low involvement products have low prices and importance with consumers having little knowledge. Involvement is measured indirectly using profiles of factors like hedon
Product involvement
- 2. Definition: Feelings of interest and enthusiasm consumers hold for various product categories. These feelings may be evidenced in • Consumer tendencies to attach more importance to specific products. • Have more knowledge about specific product attributes and brands. • Be attentive to information or advertisements concerning
- 3. Importance The degree of consumer involvement in a product category has become a major factor relevant to advertising and promotional strategies.
- 4. Classification 1. Enduring involvement 2. Situational involvement 3. Response involvement
- 5. Enduring involvement • is seen as a characteristic or property of an attitude, enduring or stable over time. • That is motivated by the degree to which the product or object relates to the self and/or pleasure received from it. • That indicates the perceived personal relevance of an object to an individual.
- 6. Enduring involvement (cognitive elements) • self-knowledge • interests • needs • Values
- 7. Situation involvement • That represents a temporary interest or concern with and object which have been triggered by a particular cause. • That relates to the degree to which the situation engenders involvement. • represents a mental state and has nothing to do with cognitive elements such as value and needs.
- 8. Response involvement • Denotes a behavioral orientation of involvement. • Response involvement reflects time and or intensity or effort expended in the undertaking of behavior
- 9. Condition for greater involvement • the consumer lacks information about alternatives for satisfying the need. • a large amount of money is involved. • the product has considerable social importance. • The product is seen as having a potential for providing significant benefits.
- 10. High involvement product • Price is high. • That have close substitutes. • The level of knowledge with regard to the product is high.
- 12. Highly involved customers • individuals have more searching behaviors such as searching for product information. • they have more reaction about product/service brand such as perception of brand difference, brand preference and brand loyalty. • They are more likely to be influenced by reference groups.
- 13. Highly involved customers • They would seek to maximize expected satisfaction from their brand choice through and extensive choice process (e.g., comparing many brands, spending time, using multiple attributes). • They are more likely to express they lifestyle and personality characteristic in their brand
- 15. Low involvement product • Price is low. • That is not very important for costumer. • The level of knowledge with regard to the product is low.
- 17. Low involved customers They arouse little searching behaviors or reaction about brand because: (the risk is small and effort can be reduced accordingly)
- 18. Measuring involvement • It cannot be measured directly. • We can use consumer involvement profile (CIP)
- 19. Consumer involvement profile (CIP) Five “facets” or “antecedents” of involvement are: 1. Hedonic value 2. sign value 3. Risk probability 4. Risk impact 5. Importance
- 20. • Celsi, R.L. and Olson, J.C. (1988), “The role of involvement in attention and comprehension processes”, The Journal of Consumer Research. References
- 21. References • Goldsmith, R.E. and Emmert, J. (1991), “Measuring product category involvement: a multitrait-multimethod study”, Journal of Business Research, • Laurent G, Kapferer JN (1985). Measuring consumer involvement profiles. Journal of Marketing Research. • Richins, M.L., Bloch, P.H. and McQuarrie, E.F. (1992), “How enduring and situational involvement combine to create involvement responses”, Journal of Consumer Psychology.