Cognitive psychology has provided us with the contrast between focal attention and preattentive processing. How many times have you have heard about a movie and had no interest in it—until you saw the preview. Some of these characteristics are more important than others.
Or, worse yet, you might tell everyone you know how bad the product was. Is it characterized by focal attention or does it occur instead outside of focal attention. Thus, with low involvement one might look for gradual shifts in perceptual structure, aided by repetition, activated by behavioral-choice situations, and followed at Some time by attitude change, With high involvement one would look for the classic, more dramatic, and more familiar conflict of ideas at the level of conscious opinion and attitude that precedes changes in overt behavior.
Some of these characteristics are more important than others. For example, you might not have thought about the weight or durability of the backpack you want to buy.
Low-involvement products are usually inexpensive and pose a low risk to the buyer if he or she makes a mistake by purchasing them. Search for Information For products such as milk and bread, you may simply recognize the need, go to the store, and buy more.
Do you know anyone today that owns a nondisposable lighter. In any case, the adversary model is congenial to the notion of ego involvement which is a topic of some interest recently to one of us Greenwald, in press.
For smaller items, they might offer a money back guarantee or they might encourage their salespeople to tell you what a great purchase you made. Brand familiarity and promotion with convenience is key. For some, selecting a restaurant for a special occasion.
In a recent discussion of just this point, Calder suggested that low involvement might be best conceived in terms of a direct impact of communication on behavior rather than an impact that is mediated by cognitive change.
There are many more disposable products today than there were in years past—including everything from bottled water and individually wrapped snacks to single-use eye drops and cell phones. You may also develop evaluative criteria to help you narrow down your choices. Elsevier-North Holland in press.
Three Bases for Effectiveness of Low Involvement In most cases, high-involving advertising massages should be more effective than low-involving ones because the former should be better remembered.
Will you discard them, and if so, how. Further, to the extent that various audience segments are characterized by different ego tasks, the same type of appeal will not work best for all. Two ego tasks that seem pervasive in daily social existence are impression management achieving a satisfactory image in the eyes of others and self-image management achieving a satisfactory self-evaluation.
Information that is outside of focal attention is expected to receive some immediate processing, but to leave no long-term memory residue. Although this attention may be very focused, it may often not meet our conceptual criterion of high involvement because there may be only minimal elaborative encoding or cognitive responding.
Explainer videos, slideshow and infographics can work well - as can information rich websites. One way is characterized by lack of personal involvement, which, while perhaps more common in response to commercial subject metier, is by no means limited to it.
Product Evaluation Obviously, there are hundreds of different backpacks and cars available. Or, worse yet, you might tell everyone you know how bad the product was. Consumers go through distinct buying phases when they purchase products: Figure 1 reveals our dilemma in the conceptual location of low involvement.
The level of involvement reflects how personally important or interested you are in consuming a product and how much information you need to make a decision. Europeana staff photographer — A trench art lighter — public domain.
Low involvement purchase decisions take little time or effort for the purchaser. Think about your mindless weekly shop around the supermarket, do you research before hand, dwell, consider, weigh up the alternatives for the bag of lettuce you buy every week that costs $5?
Definition of low involvement product: Consumable items that entail minimal effort and consideration on the part of the consumer prior to purchase since they do not have a substantial effect on the buyer's lifestyle and hence are not that. ABSTRACT - Consumer psychologists have disagreed in their theories about what constitutes high involvement, necessarily leaving the important phenomenon of low involvement ambiguous.
After reviewing the relevant consumer and cognitive psychology concepts, we offer a 3-stage information processing. Low involvement products are usually inexpensive and pose a low risk to the buyer if he or she makes a mistake by purchasing them.
High-involvement products carry a high risk to the buyer if they fail, are complex, or have high price tags. Consumer behavior studies thus are very important to understand the consumer behavior and the dynamics of high involvement versus low involvement buying decisions.
Leave a Reply Cancel Reply Your email address will not be published. The High / Low involvement scale refers to how much time, thought, energy and other resources people devote to the purchase process, from a lot to a little.
The Emotional / Rational scale is a measure of reason vs. impulse, desire vs. logic, passion vs. prudence.Low involvement