2. DEMOGRAPHIC VARIABLES
•
10 men and 15 women
•
24 students 1 consultant
•
22 colombians, 1 USA, 1 Argentinian, 1 ZAF
•
Age ranges between 17-23.
•
Social status ranges between 3-6 (majority of the participants level 6)
PRODUCTS CHOSEN
•
Rice and Cars
• Most common brands:
• Rice: Roa, Diana, Doña Pepa
• Cars: Mazda, Audi, Chevrolet

3. PIIA SCALE RESULTS
PIIA SCALE RICE
7
6
5
4
3
2
1
0
RICE

4. PIIA SCALE RESULTS
PII for Advertising - Cars
7
6
5
4
Average scores
3
2
1
0
Items
CARS

5. Consumer Involvement Profile Revised - Rice
5
4.5
4
Average scores
3.5
3
2.5
2
1.5
1
0.5
0
1. What product I buy isI'm really interested in the product about product I buy product,You can gift to product a personThe products Ishe buysabout who12. I should be13.buy productmyself if youright product section,wrong beproduct is rathercan never be certain ab
2. extremly important to me
3. I couldn't care 4. I really enjoy buying product7.megive a8. The myselfpleasure buys product buy reflects11. It istheyperson I ammistakewithnotWhen it of buy product, you15. Choosingfeelproduct, it wasdifficult
less 5. Whenever
6. To I product isabout a person from the says something too much ifveryare
tell quite
9.
10. It doesn't matter
the sort ones makes a When I'm14. in front turned out I made the I never buy rather you the right
of irritating to
annoyed buying product the
which isn't
16.can always quite sure
When you
choice when buying product what tochoice or not
unsure about
buy
Statements
RICE
CIP SCALE RESULTS

6. CIP SCALE RESULTS
Consumer Involvement Profile Revised - Cars
5
4.5
Average scores
4
3.5
3
2.5
2
1.5
1
0.5
0
1. What
2. I'm really 3. I couldn't
4. I really 5. Whenever I
product I buy interested in
care less
enjoy buying buy product, I
is extremly
the product about product
product
give a gift to
important to
myself
me
6. To me
product is
quite a
pleasure
7. You can tell
8. The
9. The
10. It doesn't 11. It is very 12. I should
about a
product a products I buy matter too
irritating to
be annoyed
person from person buys reflects the much if ones buy product with myself if
the product
says
sort of person
makes a
which isn't it turned out I
she buys
something
I am
mistake
right
made the
about who
buying
wrong choice
they are
product
when buying
product
Statements
CARS
13. When I'm
not in front of
the product
section, I
always feel
rather unsure
about what to
buy
14. When you 15. Choosing
buy
product is
product, you rather difficult
can never be
quite sure it
was the right
choice or not
16. When you
buy
product, you
can never be
certain about
your choice

7. SCALE CONCLUSIONS
• Cars are a higher-involvement product than rice.
• Factors that can influence this:
• Financial Risk (Cars are a more expensive product
than rice)
• Social Risk (Cars tend to say something about the
social status and image of a person)
• Personal Relevance (Cars are relevant for a person’s
self concept and values)
• Interesting Fact: Rice was considered as a more needed
product than cars
• Both scales agree on the results.

8. OPEN QUESTION
RESULTS
TIME TAKEN TO CHOOSE PRODUCT RICE
7
6
6
5
5
4
4
3
3
2
2
2
1
1
1
0
Less than 5 5 seconds 10 seconds 30 seconds 1 minute
seconds
2 minutes
5 minutes Don’t waste
time
TIME TAKEN TO CHOOSE PRODUCT CARS
10
9
8
7
6
5
4
TIME INVESTED
3
2
1
0
1-2 WEEKS
1 MONTH APROX.
2-3 MONTHS

9. RESULTS
• The time invested in rice varied from less than five seconds
and 5 minutes.
• The time invested in choosing a car ranged from 1 week to
3 months
• This results indicate that there is a higher involvement in
cars since the time and attention dedicated to the product is
significantly greater.

10. SEARCH FOR INFORMATION - RICE
16
14
14
12
12
10
8
6
5
4
5
4
3
1
2
1
0
SEARCH FOR INFORMATION - CARS
14
12
10
8
6
4
2
SEARCHING
FOR
INFORMATION
0

11. PRODUCT CHARACTERISTICS - RICE
14
12
12
10
8
8
7
6
4
2
2
1
0
Tradition
Quality
Price
Flavor
Accessibility
PRODUCT CHARACTERISTICS - CARS
16
14
12
10
8
6
PRODUCT
CHARACTERISTICS
4
2
0
quality
price
tradition
accessibility
efficiency
not a specific
one

12. RESULTS
• RICE:
• Low Cognitive Involvement – Information sources are mainly
family and friends
• Word of mouth
• Affective involvement - Greatly influenced by tradition
• CARS
• High Cognitive involvement – Professionals, technical
characteristics, magazines
• Influenced by price and quality.

13. INFLUENCE OF DEMOGRAPHIC VARIABLES IN
EXPLAINING DIFFERENT LEVELS OF
INVOLVEMENT AND DIFFERENT CATEGORIES OF
INVOLVEMENT
-
There were no significant differences between men and
women in the levels of involvement, however men were
slightly more involved with cars than with rice.
-
Because our sample tended to be of medium-high social
status colombian students between the age of 17 and 23
years old we could not find differences in the levels of
involvement or the categories of involvement.
-
With respect to the categories of involvement we found
that there were no differences in rice but in cars men
tended to be slightly more cognitively involved than
women.

14. BRANDS & RECOMMENDATIONS
• MOST COMMON RICE BRANDS:
• Roa, Diana, Doña Pepa
• MOST COMMON CAR BRANDS:
• Audi, Mazda, Chevrolet

15. BRANDS & RECOMMENDATIONS
•RECOMMENDATIONS
•Advertise products depending on the type of involvement
•Rice – Afective Involvement (Family images, happy
people)
•Cars – Cognitive Involvement (Professionas, technical
characteristics)
•COMMUNICATION IMPROVEMENT
•Rice – Word of mouth communication
•Cars – Technical Characeristics should be included in
magazines and advertisements