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7/29/2019 Low Involvement Cdgvrtgbtonsumer Decision Making
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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 when It is important to the consumer
Self image tied to the produce
Symbolic meaning tied to consumer values
Expensive Important functional role
It has emotional appeal
It is continually of interest to the consumer
It entails significant risks: financial, technological,
social, physical It is identified with the norms of a group
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Types of involvement
Situational
Specific situations
Temporary
Enduring
Continuous
More permanent
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Which kind of involvement is likely to
result in complex decision making?
0 of
36 1 2 3 4
0% 0%0%0%
1. Situational
2. Enduring
3. Both4. None
15
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The hierarchy of effects
Formation of brand beliefs: cognitivecomponent of attitudes
Evaluation of brands: the affective component
Purchase decision: the behavioural component
Assumes involved consumers
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Low Involvement hierarchy
Purchase of salt: discuss using Tata salt as an example
Consumer receives information passively: passive
learning
No evaluation of information or brand
Over time, establishment of association: informationcatching
Need arises
Purchase because of familiarity: no attitude towards
brand; no favourable/unfavourable reaction Consumer behaviour: inertia
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Four types of Consumer Behaviour
Beliefs
Evaluation
Behaviour
Beliefs
Behaviour
evaluation
(Beliefs)
(Evaluation)
Behaviour
Beliefs
Behaviour
(Evaluation)
High
Involvement
Low
Involvement
Decision
Making
Habit
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High involvement with decision
making is?
0 of
36 1 2 3 4
0% 0%0%0%
1. Brand Loyalty
2. Complex decision
making
3. Limited decision
making
4. Inertia
15
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High involvement with habit is?
0 of
361 2 3 4
0% 0%0%0%
1. Brand Loyalty
2. Complex decision
making
3. Limited decision
making
4.
Inertia
15
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Low involvement with decision
making is?
1 2 3 4
0% 0%0%0%
1. Brand Loyalty
2. Complex decision
making
3. Limited decision
making
4.
Inertia
0 of 36
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Limited decision making
Possible situations
Introduction of a new product
Change in existing brand
Desire for variety
Beliefs, purchase, evaluation
Learning passive: no active information
search or brand evaluation
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Complex decision making: which
theory?
1 2 3 4
0% 0%0%0%
1. Classical
conditioning
2. Cognitive learning
3. Instrumental
conditioning
4.
Passive learning
0 of 36
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Brand Loyalty: which theory?
1 2 3 4
0% 0%0%0%
1. Classical
conditioning
2. Cognitive learning
3. Instrumental
conditioning
4.
Passive learning
0 of 36
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Inertia: which theory?
1 2 3 4
0% 0%0%0%
1. Classical
conditioning
2. Cognitive learning
3. Instrumental
conditioning
4.
Passive learning
0 of 36
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Theories of Low Involvement
consumer behaviour Krugmans theory of passive learning
Sherifs theory of social judgement
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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 reflection
Little opportunity for making connections
Print media is the opposite
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Consumer behaviour implications
Consumers learn information at random
Consumers are information catchers
Consumers evaluate a brand after buying
Consumers seek an acceptable rather than
optimal level of satisfaction
Personality and lifestyle characteristics are not
related to consumer behaviour Reference groups exert little influence on
consumers
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Sherifs theory of social judgement
Latitude of acceptance: positions an individualaccepts
Latitude of rejection: positions rejected
Latitude of noncommitment: neutral
Highly involved individual:
Definite opinion
Accept few other positions
Uninvolved individual No opinion
More 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 of
acceptance
High involvement
Low involvement
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For low involvement products advertising
should be high repetition and short duration
1 2
0%0%
1. True
2. False
0 of 36
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For low involvement products television
rather than print media should be used
1 2
0%0%
1. True
2. False
0 of 36
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For low involvement products advertising
should focus on giving lots of information
1 2
0%0%
1. True
2. False
0 of 36
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Low involvement products should be
positioned to maximise desired benefits
1 2
0%0%
1. True
2. False
0 of 36
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For low involvement products consumers
are likely to be more price sensitive
1 2
0%0%
1. True
2. False
0 of 36
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References
Consumer Behaviour: Schiffman, Kanuk &
Kumar, 10th Edition (Pearson)
Consumer Behaviour: A Strategic Approach
Assael, 2005 Indian adaptation edition(Biztantra)