Upload
stefan-andrei
View
170
Download
1
Tags:
Embed Size (px)
Citation preview
Consumer Involvement Theory
Stefan Andrei, 14 years experience as trainer & consultant in:
sales & business development communication, presentation skills & public speaking marketing strategy, market research product development
associate professor at the University of Bucharest, teaching advertising research at faculty of journalism over 300 project developed as:
senior trainer & consultant at Mindthletics consultant & marketing manager for Exact C&C (BBDO Group) consultant & product development manager for Impact RealEstate business development director at Sanoma Hearst senior researcher & team manager at GFK Romania research consultant at Mercury Research
graduated: Management Program JUMP, Helsinki School of Economics
A. time and energy an individual devotes to making the decision
Consumer involvement is based on 2 aspects:
B. the degree to which emotion or reason - feelings or logic - influence the purchase decision
high involvement /
emotional
high involvement /
rational
low involvement /
emotional
low involvement /
rational
4
segments
low involvement/ emotional
promise of pleasure, of gratification, of a sensually rewarding experience,
benefits, strong positioning