Chapter 7 - Involvement theory and passive learning

Question 1

Define involvement theory and how does it affect behaviour

Answer 1

Degree of personal relevance that the product or purchase holds for that customer.
• High-involvement purchases are very
important to the consumer, extensive problem solving and information processing, few brands acceptable
• Low-involvement purchases hold little relevance, have little perceived risk, and have limited information processing, open to more brands

Question 2

What are the marketing applications of involvement:

Answer 2

High purchase involvement coupled with perceived brand differences lead to favourable attitude thus loyalty
Inserting advertising into media with inherent high involvement rates – games, sports, raffle competitions

Question 3

What is the elaboration likelihood model/central and peripheral routes to persuasion

Answer 3

Central:
• Used for high involvement purchases and requires high levels of cognitive processing
Peripheral:
• Low-involvement
• Consumers less motivated to think
• Learn through repetition, visual cues, passive imagery processing
look at diagram

Question 4

What do you understand by Hemispheral lateralisation and how does it affect advertising

Answer 4

Human brain divided into two distinct spheres that operate together but specialise in different cognitions.
• Left – rational, active, realistic
• Right – emotional, impulsive, intuitive
Passive learning and media strategy:
• TV = passive = right brain stimuli (nonverbal, visuals, music), low-involvement, repetition
• Print = active = left brain stimuli (verbal), high involvement