PRODUCT INVOLVEMENT

Definition:

Feelings of interest and enthusiasm consumers hold for various

product categories. These feelings may be evidenced in

• Consumer tendencies to attach more importance to specific products.

• Have more knowledge about specific product attributes and brands.

• Be attentive to information or advertisements concerning the product

class of interest.

Importance

The degree of consumer involvement

in a product category has become a

major factor relevant to advertising

and promotional strategies.

Classification

1. Enduring involvement

2. Situational involvement

3. Response involvement

Enduring involvement

• is seen as a characteristic or property of an attitude,

enduring or stable over time.

• That is motivated by the degree to which the product or

object relates to the self and/or pleasure received from it.

• That indicates the perceived personal relevance of an

object to an individual.

Enduring involvement (cognitive elements)

• self-

knowledge

• interests

• needs

• Values

Situation involvement

• That represents a temporary interest or concern with and

object which have been triggered by a particular cause.

• That relates to the degree to which the situation

engenders involvement.

• represents a mental state and has nothing to do with

cognitive elements such as value and needs.

Response involvement

• Denotes a behavioral orientation of

involvement.

• Response involvement reflects time

and or intensity or effort expended in

the undertaking of behavior

Condition for greater involvement

• the consumer lacks information about alternatives for

satisfying the need.

• a large amount of money is involved.

• the product has considerable social importance.

• The product is seen as having a potential for

providing significant benefits.

High involvement product

• Price is high.

• That have close substitutes.

• The level of knowledge with regard to the

product is high.

Highly involved customers

• individuals have more searching behaviors such as

searching for product information.

• they have more reaction about product/service brand such

as perception of brand difference, brand preference and

brand loyalty.

• They are more likely to be influenced by reference groups.

Highly involved customers

• They would seek to maximize expected satisfaction

from their brand choice through and extensive choice

process (e.g., comparing many brands, spending time,

using multiple attributes).

• They are more likely to express they lifestyle and

personality characteristic in their brand choice.

Low involvement product

• Price is low.

• That is not very important for

costumer.

• The level of knowledge with regard to

the product is low.

Low involved customers

They arouse little searching behaviors

or reaction about brand because:

(the risk is small and effort can be

reduced accordingly)

Measuring involvement

• It cannot be measured directly.

• We can use consumer involvement

profile (CIP)

Consumer involvement profile (CIP)

Five “facets” or “antecedents” of involvement

are:

1. Hedonic value

2. sign value

3. Risk probability

4. Risk impact

5. Importance

• Celsi, R.L. and Olson, J.C. (1988), “The role of

involvement in attention and comprehension

processes”, The Journal of Consumer Research.

References

References

• Goldsmith, R.E. and Emmert, J. (1991), “Measuring

product category involvement: a multitrait-

multimethod study”, Journal of Business Research,

• Laurent G, Kapferer JN (1985). Measuring consumer

involvement profiles. Journal of Marketing Research.

• Richins, M.L., Bloch, P.H. and McQuarrie, E.F. (1992),

“How enduring and situational involvement combine

to create involvement responses”, Journal of

Consumer Psychology.