Difference Between High and Low Involvement Buying Essay Example

involvement with peripheral route to persuasion), while processing already existing information, experiences or influential environmental factors (Draper, 2011).

Looking at a high involvement product like the “Chrysler Delta” however, the decision making process is much more complex (extensive problem solving with central route to persuasion) as the customer perceives a higher financial risk when considering this infrequent purchase, and therefore is willing to put more effort into research specific product information internally/externally), while concentrating on the actual content of the marketing message (cognitive involvement) in order to familiarize themselves with the product (McDaniel, Lamb and Hair, 2011, pp. 199). As the customer is involved on a higher level, the probability to develop loyalty towards a brand or product (if satisfied with outcomes) is much more likely and can lead to a less complex evaluation of alternatives in case the need reappears in the future.Therefore, the extensive problem solving strategy, is based on the theory of operant conditioning, according to which the customer learns to avoid or cause positive or negative outcomes through prior experiences or knowledge. The customer’s perception of low involvement products on the other hand, can be shaped through classical conditioning (the connection of two stimuli in order to create the same associations or reactions even when isolated), like the association of a celebrity (image) with a specific brand.In conclusion, high and low involvement purchase decisions differ, depending on the customer’s approach when making a decision (habitual, rational, behavioural), the perceived risks and benefits, as well as prior experiences with and the level of interest in a product.

Important factors when defining the scale of involvement are hereby, the amount of time and money

spend, the scope of research (internal/ external) and the number of evaluated alternatives.