consumer behavior high involvement

7/30/2019 Consumer Behavior High Involvement

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Affect: The way a consumerfeels about an attitude object

Behavior:

Involves the persons intentions to do something with regard to an atti

Cognition:

The beliefs a consumer has about an attitude object

Hierarchy of Effects:

A fixed sequence of steps that occur en route to an attitude

The ABC Model of Attitudes


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Three Hierarchies of Effects


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Attitude Hierarchies

The Standard Learning Hierarchy:

Consumer approaches a product decision as a problem-solving process

The Low-Involvement Hierarchy:

Consumer does not have strong initial preference

Consumer acts on limited knowledge

Consumer forms an evaluation only after product trial

The Experiential Hierarchy:

Consumers act on the basis of their emotional reactions


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The Source vs. The Message:

Sell the Steak or the Sizzle?

Elaboration Likelihood Model (ELM):

Assumes that once a customer receives a message, he or she begprocess it.

The Central Route to Persuasion:

The processing route taken under conditions of high involvemen

Cognitive Responses

The Peripheral Route to Persuasion

The processing route taken under conditions of low involvement

Peripheral Cues


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The ELM Model


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FCB Grid

Quadrant 1

High Importance

Rational Decision

Quadrant 2

High Importance

Emotional Decision

Quadrant 3Low Importance

Rational Decision

Quadrant 4Low Importance

Emotional Decision

High Involvement

Low Involvement

Central Route to persuasion (Fact Based)

Peripheral Route to persuasion (Value Based)


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FCB GridQuadrant 1:

THINK / HIGH INVOLVEMENT

INFORMATIVE (economic)

Classical hierarchy-of-effects:

AwarenessKnowledgeLiking

PreferenceConviction

Purchase

LearnFeelDo.


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FCB GridQuadrant 2:

FEEL / HIGH INVOLVEMENT

AFFECTIVE (psychological)

Products fulfilling self-esteem, subcons

related impulses.

Requires perhaps more emotional com

FeelLearn Do.


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FCB GridQuadrant 3:

THINK / LOW INVOLVEMENT

HABITUAL (responsive)

Routine consumer behavior.

Learning occurs most often after exploratory trial

purchase.

Learning by doing.

Do Learn Feel.


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FCB GridQuadrant 4:

FEEL / LOW INVOLVEMENT

SATISFACTION (social)

Personal taste

Lifes little pleasuresPeer-oriented items.

Do FeelLearn.


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Popsicle

Motor Oil

35mm Camera

Clothes Pins

Greeting Card

Perfume

Family Car

Life Insurance

Complexion Soap

Liquid Household

Cleaner

Guess the quadrant of the foll.


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Complex Buying Behavior- eg. Volkswagon Polo

Dissonance Reducing- Lenovo Laptop

High Involvement Products- Buying Beh


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Fishbeins Theory of Reasoned Action MBeliefs that the

Behavior leads to

Certain outcomes

Evaluation of

the outcomes

Beliefs that specific

Referents think IShould or should not

Perform the behavior

Motivation to

comply with the

Specific referents

Attitude toward

the behavior

Intention

Subjective

norm


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Attitude Change Strategies

Strategies

Ao= biei+ SN

A) Change beliefs about consequences of behaviour (bi) e.g. Benefits.

B) Change evaluations about consequences of behaviour (ei).

C) Add extra benefit / attribute- Lenvo Light weight

D) Change overall rating of brand (Ao) - e.G. Largest selling brand.

E) Change existing normative beliefs - e.G. Showing product being approved by othe

F) Change motivation to comply with others - E.G. Ads stressing individuality. - Lenov

G) Introduce new normative components - e.G. Showing someone else as important.

H) Changing beliefs about competitors brands. Thomas Cook


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BehaviourCognition

Advertising done to remindpeople about the product

Minimal Information Processing

Variety Seeking Retail Food Stuff

Free Samples

Habitual Personal Care

Brand Promotion and Familiarity

Price/Sales Promotion

Low Involvement Products - Ration


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The Clear Anti-Dandruff Shampoo TV

Celebrity used to express value

Likeability/Attractiveness: High

Trustworthiness: Moderate

Expertise: High

Credibility: Moderate

Congruence with the Brand: High

Peripheral Route to Advertising


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Humour used as a

captivating appeal

Attention grabbing

Does not increasecomprehension or

persuasion

Provides brand recall

The Chik Anti-Dandruff Shampoo TV


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Low Involvement and

Rational Buying

Market Segments Targeted

Chik SEC B and SEC C

CLEAR SEC A and SEC B

Habitual buying

The Buying Behaviour in Shampoo


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Purchased on impulse

Offer benefit of emotion orsensory gratification

Habitual

Advertisements with emotionalappeal

Point of sale promotions

Creative displays in stores

Low Involvement Products Emotion


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Building differentiation in imagery

Create strong brand positioning

Focused communications

Advertising

Peripheral Route

Celebrity

Background

Drama

Humour


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Building differentiation in imagery

Create strong brand positioning

Focused communications

Advertising

Peripheral Route

Celebrity

Background

Drama

Humour


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Limca From Taazgi to Pyaas Badh

A beverage that quenches youngsters thirst for achie

consumer behavior high involvement

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