The document discusses Consumer Involvement Theory, which holds that consumer involvement is based on the importance of a product to the consumer and is influenced by two aspects: the time and effort a consumer spends making a purchase decision and whether emotion or reason has a greater influence. It divides consumer involvement into four segments based on these aspects: high involvement/emotional, high involvement/rational, low involvement/emotional, and low involvement/rational. Examples are provided of types of products and services that would fall into each category.

1. CONSUMER INVOLVEMENT THEORY
part of
MARKETING SUPERHEROES WORKSHOP!
EXACT Academy
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2. Exploration &
Consumer
Involvement
Workshop!
Welcome to…

3. MARKETING SUPERHEROES

4. 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

5. Involvement:
“the importance of the product to the
consumer”

6. The connection with involvement?

7. Pygmalion
Pygmalion by Jean-Baptiste Regnault, 1786
The connection with involvement?

8. Self Fulfilling Prophecy

9. involvement
time & effort
spend

10. 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

11. high
involvement /
emotional
high
involvement /
rational
low
involvement /
emotional
low
involvement /
rational
4
segments

12. In what category would you include
this service?

13. The purchase of a car falls in
what category?

15. How about now?

16. What about sugar?

17. What about these chocolate treats?

18. Girls! How comfortable would you
feel letting someone else choose
your wedding dress?

19. high involvement/
emotional
emotionally evocative
music, sounds and
visuals

20. high involvement/
rational
explanations of
features and benefits

21. low involvement/
emotional
promise of pleasure, of gratification, of
a sensually rewarding experience,
benefits, strong positioning

22. low involvement/
rational
coupons and other
incentives, free samples

23. tell me and I’ll forget,
teach me and I’ll remember,
involve me and I’ll learn.
Benjamin Franklin

24. Thank you and… !