Week 7 Flashcards
What is involvement?
Persons perceived relevance of an object based on their needs, values and interests
What are components of invovelemt?
Consequences, factors and potential risks
What are high involvement decisions
- Decisions that have important consequences that will affect our lives
- There’s a criteria applied and active process of searching, learning and evaluating (Problem solving)
What are low involvement decisions
- Decisions that don’t have important consequences
- Choice is made without having a criteria (Habitual decision making)
Why are low and high involvement decisions significant to marketers
- how consumers perceive brands
- how they respond to advertising
- how they approach the decision process
- how interested they are in spending time and effort looking for information
- deliberating alternatives and choosing which decision rule they will use to make a choice
What is active learning
Involves purposeful, motivated acquisition of knowledge. It is nature exciting and engaging
How is active learning applied in consumer behavior?
Extensive information search formatting a purchase
High involvement
Learning more about the brands we are considering to buy from
What is passive learning?
Effortless acquisition of knowledge unrelated to goals
Who was passive learning developed by?
Krugman and Hartley
How did Krugman and Hartley come up with passive learning?
They observed how people watched tv and which ads that were recalled
What was the result of Krugman and Hartley’s study?
- Awareness of the brand = product behavior of purchasing
- Consumers purchase and try the brand = attitudes toward it would be formed
What is evoked set
Refers to all brand consumers are aware that might meet their needs
Consideration set
Refers to things consumers might actually consider buying or a consumer may have already have a well formed intention of what to buy
What is the routine decision process in a high involvement situation
- Problem recognition
- Intention
- Choice
- Outcome/evaluation
What are the process of low involvement when there’s a few differences among brands?
- Inertia
- Spurious (superficial loyalty)
- Random Choice
What are the process of high involvement when there’s a few differences among brands?
- Complex decision making
- Dissonance reduction
What are the process of low involvement in significant difference among brands?
- Variety
- Random Choice
- Experiment
What are the process of high involvement in significant difference among brands?
Complex decision making or brand loyalty
What is post purchase dissonance?
Engaging in extended search and looking for reassurance after purchase to see if they made the right choice
What are the different types of involvement?
- Product involvement
- Message response involvement
- Enduring involvement
- Ego involvement
What is product involvement?
Involvement surrounding personal relevance of the product based on needs, values or interest
What is message response involvement?
Involvement that reflects the consumers interest in marketing communications
What is enduring involvement?
The pre existing relationship between an individual and the object of concern