Involvement Flashcards
Explain the term involvement
• Involvement is a person’s perceived relevance of the object
• based on their inherent needs, values, and interests (Zaichkowsy 1985)
• Involvement reflects our level of motivation to put effort (cognitive and/or emotional effort) into dealing with the object
• Prominent concept in marketing-oriented consumer research
• The level of involvement determines
o the extent of information search and information processing
o how attitudes are formed
o to what extent behaviour is consistent with attitudes
o responsiveness to different types of marketing and policy actions
What are the dimensions of involvement
Product involvement: Feelings of interest and enthusiasm consumers hold for various product categories
Message involvement: Message involvement is concerned with the personal relevance of text description itself and indicates the audience’s amount of interest or arousal that is generated by the advertised message
Situational involvement: Situational involvement is a short term state of arousal directed towards attaching relevance to a person/object/situation. As an affective state, it creates a level of involvement when a person thinks about a particular person/object/situation.
Enduring involvement: Enduring involvement is a type of product involvement where there is an ongoing concern with a product class, determined by internal factors
Situational involvement: Situational involvement is another type of product involvement where there are temporary feelings of involvement, determined by external factors
Cognitive involvement: Willingness to think about and process information related to the object
Affective involvement: Willingness to expend emotional energy or having emotional responses
What type of involvement would it be to use the DRS?
Enduring since the motivation to do it in the first place wouldn’t just disappear, there would be both cognitive and affective involvement.
