This document discusses consumer involvement and how it affects purchasing behavior. It explores factors that influence involvement like product importance, personal relevance, risk, and perceived cost. There are different types of involvement like enduring, situational, and emotional. Increased involvement can benefit businesses through greater brand loyalty, insights into consumer behavior, and improved product development. Involvement is measured through surveys, observations, and strategies to increase it include personalization, gamification, community building, and education. Challenges to involvement are competition, misunderstanding consumer motivations, and lack of interest.
2. THE LEVEL OF INVOLVEMENT A
CONSUMER HAS WITH A PRODUCT CAN
GREATLY AFFECT THEIR PURCHASING
BEHAVIOR. LET'S EXPLORE THE
FACTORS THAT INFLUENCE THIS
INVOLVEMENT AND HOW IT CAN
BENEFIT BUSINESSES
Consumer Involvement
3. ProductImportance
How importantisthe productto theconsumer'slife? Moreimportant
productswill require moreinvolvement
❑ PersonalRelevance
Howpersonallyrelevant is the productto theconsumer?The more
relevant,themore involvement
❑ Risk
The higher the risk of the purchase,the more involvementconsumerswill
have.
❑ PerceivedCost
Consumerswill be moreinvolved if they perceive a productto be
expensiveor difficult to obtain
Factors InfluencingConsumerInvolvement
4. Types of Consumer Involvement
Enduring Involvement
A long-term interest or commitment to a product category, such
as a passion for sports equipment or a hobby like gardening.
Situational Involvement
A temporary interest or necessity for a product, such as a car
purchase or buying a gift for someone
Emotional Involvement
An interest driven by positive or negative feelings towards a
product, such as a brand being associated with a positive memory.
5. Benefits of Increased ConsumerInvolvement
Increase in Brand Loyalty
Consumers who are
invested in a product are
more likely to stick with
that product and become
repeat customers
Insight into Consumer Behavior
By analyzing consumer
involvement, businesses can
understand why certain
consumers make the
choices they do
Product Development
With consumer
involvement, product
development teams can
receive valuable
feedback early on to
improve a product
before it is released to
the public
6. Measurementof Consumer Involvement
Self-ReportMeasures
Surveys, interviews,and questionnairescan be used to ask consumers
about their involvementlevels
ObservationMeasures
Observingconsumer behavior,such asamount of time spent researching
a productor engaging with a brandon socialmedia, can provideinsight
into involvementlevels.
7. Involvement
Strategiesfor Increasing Consumer
Personalization
Allowing consumersto personalizea product can increaseinvolvementby
makingit morerelevant to their needs.
❑ Gamification
Addinggame-like elements, such as rewardsor challenges,can increase
involvementby makingtheexperiencemore fun and engaging.
❑ Community
Creating a communityarounda productcan increaseinvolvementby
allowingconsumersto connectwith otherswho sharetheir interest
❑ Education
Providinginformationandresourceson a product or topiccan increase
involvementby makingconsumersfeel more knowledgeableabout their
decision.
8. Challengesin Involving Consumers
1 Competition
Consumers have a limited amount of time and resources, and businesses must
compete for their attention and involvement.
2 Misunderstanding
Businesses may not fully understand what drives consumer involvement, leading
to ineffective strategies
3 Lack of Interest
Some products simply may not be interesting or relevant enough to consumers to
warrant high involvement.
