involvement and decision

Question 1

Define involvement

Answer 1

The perceived level of importance and relevance for a certain thing

Question 2

What are the types of involvement? (4 types)

Answer 2

1. a brand
2. an investment
3. a medium
4. purchasing decision

Question 3

What is brand involvement?

Answer 3

The importance and relevance of a brand to a consumer, depending in priorities and lifestyles/values, brands will be either low or high involvement brands.

Question 4

Distinguish between enduring versus situational involvement?

Answer 4

Enduring involvement: involvement continues out of sustained interest in the product category when consumer perceive something to be of personal relevance and of interest.

Situational involvement: changes when situation changes. it is short lived as the interest is related to an event.

Question 5

Distinguish between high and low involvement?

Answer 5

High involvement:

• central route to persuasion
• views attitude change, resulting from a careful consideration of information which he/she feels are central to the qualities of the attitudinal position (only considers certain information, very selective)

low involvement:

• peripheral route to persuasion
• consumers pay limited attention to non-product features and feelings. information processing is largely unconscious with no or very limited elaborative activities

Question 6

What are the four views of decision making?

Answer 6

1. Economic view: rational, maximise value, best decision (DAN)
2. Passive view: irratoinal , impulsive (MAMMA)
3. Cognitive view: problem solver, best possible decision (LOUISE)
4. Emotional view: go for it; you deserve it (PAPPA)

Question 7

What are the core components of the information processing model?

Answer 7

1. Problem recognition
2. Information search
3. Alternative evaluation
4. Choice
5. Post acquisition evaluation

Question 8

What are the levels of decisions?

Answer 8

1. Extended problem solving: no established criteria for evaluation, yet to form a clear consideration
2. Limited problem solving: established basis criteria for evaluation, yet to form clear consideration set
3. Routinised response behaviour: well-established criteria for evaluation, mainly review what already know

Question 9

What is the model of individual choice? (Shocker. 1991)

Answer 9

1. Universal set(all alternatives)
2. Awareness set (which are you aware of?)
3. Consideration set (what is taken into consideration?)
4. Choie set (list of alternative narrow down to choice)
5. Choice (one alternative)

Question 10

What is alternative evaluation?

Answer 10

• the consumer evaluates the product/brand identified as capable of solving the problem that initiated the decision process.
  but consumers are cognitive misers and therefore there is an accuracy/effort trade off. (Payne et al, 1993)