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Low Involvement Consumer Decision Making

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Cody Rogers

on 14 September 2014

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Transcript of Low Involvement Consumer Decision Making

Low-Involvement Consumer Decision Making
Types of Involvement
Involvement with the Medium
Level of involvement depends the media that the consumer is receiving advertisement messages
What is a Low-Involvement Purchase?
Complex Decision Making (Ch.2) & Brand Loyalty (Ch.3) assumptions of high involvement
High-involvement means consumers are more likely to pay attention to ads, evaluate brands carefully, and become brand loyal
Mundane, routine products
The Nature of Involvement
The level of involvement with a product varies by individual
Occurs only in specific situations and is temporary
Multidimensional Nature of Involvement
High Involvement
Associates with personal appearance and social acceptance
Low Involvement
Jeans are just a casual piece of clothing
Few associations
Low-Involvement Purchase
: One in which consumers do not consider the product important and do not strongly identify with it
Occurs continuously and is more permanent
Hierarchy of Effects
Complex decision making
assumes a sequence in the consumers' choice process that leads consumers to think before they buy
Consumer forms brand beliefs
Consumer evaluates brands
Consumer makes a purchase decision
component of attitudes
component of attitudes
component of attitudes
Brand beliefs are formed first by

A purchase decision is made

The brand may or may not be evaluated afterward
Brand beliefs are formed first by

Brands are evaluated

A purchase decision is made
Table 4.2
Low-Involvement Decision Criteria
Principle of
Cognitive Economy
: consumers search for only as much information as they feel is necessary to adequately evaluate brands
Criteria used to evaluate:
Select the most familiar brand
Select the brand used last time (if it was adequate)
Select the least expensive alternative
4 Types of Consumer Behavior
Unplanned Purchasing Behavior
Reasons for unplanned purchases:
1. Time and effort involved in searching for alternatives ahead of time may not be worth while.
2. Consumers may seek variety or novelty and buy on impulse.

Strong influence of in-store stimuli
Displays, shelf position, packaging, and price
The Web is continuing to encourage more impulse purchases

3 Theories of
Low-Involvement Consumer Behavior
Krugman's Theory of Passive Learning
Why do TV ads produce high levels of brand recall yet little change in consumers' brand attitudes?
Passive Learning
"The public lets down its guard to the repetitive commercial use of television... it easily changes its ways of perceiving products and brands and its purchasing behavior without thinking very much about it at the time of TV exposure" - Krugman
Sherif's Theory of Social Judgement
Elaboration Likelihood Model (ELM)
Describes an individual's position to an issue based on his or her involvement with the issue.
Latitude of Acceptance
Latitude of Rejection
Latitude of Noncommitment
Assimilation Effect
Contrast Effect
We process information through two routes depending on the situation
Key Situational Factors:
Motivation (Involvement)
Ability (Knowledge)
Central Route
[careful thought]
High involvement
More knowledge
Peripheral Route
[quick thought]
Low involvement
Less knowledge
Consumers are more likely to process the message if it relates to their needs
Strategic Implications of Low-Involvement Decision Making
Very different from high-involvement

1. Ad campaign should have high repetition and should use short-duration messages
2. Ad should focus on a few key points
3. Visual and nonmessage components should be emphasized
4. Ad should be primary means of differentiation
5. TV (rather than print) should be primary medium
More Strategies
Product Positioning

Price: Less involvement = Greater price sensitivity

In-store Stimuli: coupons, displays

Distribution: Easily accessible

Product Trial
Shifting from Low to High Involvement
1. Link the product to an involving issue
2. Create a problem and solve it
3. Link the product to an involving personal situation
4. Link the product to involving advertising
5. Change the importance of product benefits
6. Introduce an important characteristic in the product
Full transcript