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Consumer Behaviour
Low Involvement Consumer Decision
Making
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The nature of involvement
Involvement with a product is greater whenIt is important to the consumer
Self image tied to the produceSymbolic meaning tied to consumer values
ExpensiveImportant functional roleIt has emotional appealIt is continually of interest to the consumerIt entails significant risks: financial, technological,social, physicalIt is identified with the norms of a group
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Types of involvement
SituationalSpecific situationsTemporary
EnduringContinuousMore permanent
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Which kind of involvement is likely toresult in complex decision making?1. Situational2. Enduring
3. Both4. None
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The hierarchy of effects
Formation of brand beliefs: cognitivecomponent of attitudesEvaluation of brands: the affective componentPurchase decision: the behavioural component
Assumes involved consumers
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Low Involvement hierarchyPurchase of salt: discuss using Tata salt as an exampleConsumer receives information passively: passivelearningNo evaluation of information or brand
Over time, establishment of association: informationcatchingNeed arisesPurchase because of familiarity: no attitude towards
brand; no favourable/unfavourable reactionConsumer behaviour: inertia
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Four types of Consumer Behaviour
BeliefsEvaluation
Behaviour
BeliefsBehaviour
evaluation
(Beliefs)
(Evaluation)Behaviour
Beliefs
Behaviour(Evaluation)
High
Involvement
LowInvolvement
DecisionMaking
Habit
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High involvement with decisionmaking is?1. Brand Loyalty2. Complex decision
making3. Limited decision
making
4. Inertia
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High involvement with habit is?
1. Brand Loyalty2. Complex decision
making3. Limited decision
making4.
Inertia
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Low involvement with decisionmaking is?1. Brand Loyalty2. Complex decision
making3. Limited decision
making4.
Inertia
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Limited decision making
Possible situationsIntroduction of a new productChange in existing brandDesire for variety
Beliefs, purchase, evaluationLearning passive: no active informationsearch or brand evaluation
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Complex decision making: whichtheory?1. Classical
conditioning2. Cognitive learning3. Instrumental
conditioning4.
Passive learning
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Brand Loyalty: which theory?
1. Classicalconditioning
2. Cognitive learning3. Instrumental
conditioning4.
Passive learning
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Inertia: which theory?
1. Classicalconditioning
2. Cognitive learning3. Instrumental
conditioning4.
Passive learning
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Theories of Low Involvementconsumer behaviour
Krugmans theory of passive learningSherifs theory of social judgement
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Krugmans theory of passive
learningWhy do TV ads produce high levels of recall yetlittle change in consumers brand attitudes? Krugman: TV is a low involvement medium that
results in passive learningViewer doesnt link message to needs, brandbeliefs and past experiences
Information retained randomly because ofrepetition
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Why is TV low involvement?
TV advertising animate, viewer inanimate(passive)Pace of viewing is out of the viewers control
Little opportunity for reflectionLittle opportunity for making connections
Print media is the opposite
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Consumer behaviour implications
Consumers learn information at randomConsumers are information catchersConsumers evaluate a brand after buyingConsumers seek an acceptable rather thanoptimal level of satisfactionPersonality and lifestyle characteristics are not
related to consumer behaviourReference groups exert little influence onconsumers
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Sherifs theory of social judgement
Latitude of acceptance: positions an individualacceptsLatitude of rejection: positions rejectedLatitude of noncommitment: neutralHighly involved individual:
Definite opinion Accept few other positions
Uninvolved individualNo opinionMore positions acceptable
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Sherifs theory of social judgement
Fewer attributes
used to evaluatemore brands
More attributes used to evaluate fewer brands
Level of involvement
Low
High
Low High
Latitude ofacceptance
High involvement
Low involvement
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For low involvement products advertisingshould be high repetition and short duration
1. True2. False
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For low involvement products televisionrather than print media should be used
1. True2. False
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For low involvement products advertisingshould focus on giving lots of information
1. True2. False
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Low involvement products should bepositioned to maximise desired benefits
1. True2. False
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For low involvement products consumersare likely to be more price sensitive
1. True2. False
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References
Consumer Behaviour: Schiffman, Kanuk &Kumar, 10 th Edition (Pearson)Consumer Behaviour: A Strategic Approach
Assael, 2005 Indian adaptation edition(Biztantra)
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