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Involvement as a mode of attention, the inner participation a well as the deepness and quality of information process of a consumer engaged in a purchase situation (Krugman, 1966; Rhodes, 1997).

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Involvement (per Krugman; Rhodes)

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The degree of personal relevance a product, brand, object or behaviour has for a consumer. Experienced as feelings of arousal or activation and interest or importance. Determined by intrinsic and situational self- relevance.

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Involvement (per Roosen's glossary definition)

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Something a consumer believes has important personal consequences or will help achieve important personal goals.

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High-Involvement Product

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Something that is not strongly linked to important consequences or goals of the consumer.

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Low-Involvement Product

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Self-reported arousal or interest in an offering, activity, or decision. Emphasises that involvement is a psychological state that consumers experience only at certain times

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Felt Involvement

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1) Product and brand 2) Purchase-descission 3) Message-Response (advertising) 4) Cognitive 5) Felt 6) Enduring

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Types of consumer involvement

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Involved in advertising message without necessarily involved in product

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Message-response involvement

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Importance of the product to the consumers' concept of self. Something that lasts and relates to self-knowledge.

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Enduring Involvement

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Consumer involvement or self-relevance depends on two aspects of the ___ that are activated: 1) Importance of self-relevance of the ends 2) Strength of connections between product knowledge level and the self-knowledge level

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Basis of Means-End Chains for Involvement

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Like a normal means-end chain, but the first two steps (attributes and functional consequences) are categorised into one overarching theme (Product knowledge); and the last two steps (psychosocial consequences and values) are categorised into a second overarching theme (Self-knowledge).

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Means-End Chains for Involvement (with graphical representation)

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1) Self-knowledge stages of the means-end chain must be stimulated to activate a kind of involvement. 2) If means-end chain does not go further than functional components, the consumer has not experience deep level of involvement.

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Implications of Means-End Chains for Involvement

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• Elicitation of counter-arguments to ads • Effectiveness of ad to induce purchase • Relative importance of the product class • Perceived differences in product attributes • Preferences for a particular brand • Influence of price on brand choice • Amount of information search • Time spent deliberating alternatives • Type of decision rule used in choice.

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Possible results of consumer involvement

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The personal interest and concept of self-relevance a consumer has in a product category - its meaning or importance. 1) The perceived importance of the potential negative consequences of a bad purchase. 2)The probability of making bad discussions 3) The pleasure value of the product category 4) The sign value of the product category

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Involvement Profile and its characteristics

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1) Allow consumer researchers to capture the diversity of the involvement, construct and use involvement as segmentation base. 2) Allow marketing strategists to assess the extent of the involvement in marketing messages and with the purchase situation.

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Purpose of Involvement Profile

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Measurement of enduring/deep involvement at the product category level

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Enduring/deep involvement at the product category level

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"I generally feel sentimental about the cars I own" Is an example of a what kind of involvement measurement?

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Enduring/deep involvement at the product category level

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"Cars offer me relaxation and fun" Is an example of a what kind of involvement measurement?

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Deep involvement in a specific brand

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"Apple holds a special place in my life" is an example of what kind of involvement measurement?

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Measurement of involvement as information interest

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Involvement as information interest

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"I would be interested in reading about this product" is an example of what kind of involvement measurement?

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A question format that asks respondents to rate their place on a scale between two bipolar adjectives, for example: happy or sad.

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Semantic differential test

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Two sources of self-relevance 1) Intrinsic 2) Situational

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Factors influencing level of involvement

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Temporary or dynamic involvement resulting from a particular set of circumstances. Means that the circumstances of a purchase may temporarily transform a low involvement decision into a high-involvement one.

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Situational involvement

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Market segments with differing long-term levels of intrinsic self-relevance to a product: 1) Brand loyalists 2) Routine brand buyers 3) Information seekers 4) Brand switchers

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Levels of intrinsic involvement

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1) The focus of a consumer's involvement 2) Sources that create involvement

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What marketers want to understand about involvement

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1) Understand the key reasons for purchases 2) Understand the consumer-product relationship 3) Four market segments with different levels of intrinsic self-relevance for a product category and brand 4) Influencing intrinsic self-relevance 5) Influencing situational self-relevance

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Marketing implications of understanding involvement

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Advertising attempts to increase intrinsic involvement

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Intrinsic involvement and advertising

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1) Appeal to consumer's hedonic needs 2) Use novel stimuli 3) Use prominent stimuli 4) Include celebrity endorsers 5) Build a bond with consumers by maintaining an ongoing relationship with them 6) Personalising products/strategies online

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Strategies to increase intrinsic involvement

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Consumer Generated Content

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CGC

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Where ordinary people voice their opinions about products, brands and companies on blogs, podcasts and social networking sites. It is probably the biggest marketing phenomenon of the last few years.

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Consumer Generated Content (CGC)

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Cigaretts, mayonnaise, and toothpaste are the highest. Athletic shoes, Canned vegetables and garbage bags are the lowest.

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Brand Loyalty in different product categories

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