Compare and contrast high involvement and low involvement processing Essay

Compare and contrast high involvement and low involvement processing. Discuss how and when consumers go through these different - Essay Example What is Consumer Involvement? The study of decision-making behavior reflected by the customers is known as the customer involvement. The buying pattern of consumers varies from product to product based on the perception of consumers towards a product pertaining to its importance or relevance for the customer. In this manner, the study of purchasing behavior of customers enables businesses to understand the level of involvement each consumer has towards a product or service. The literature for consumer behavior is not considered in the modern business world as complete, without discussing customers’ involvement. For this reason, marketers have carried out extensive research in the area and have asserted that for understanding involvement, it is also important to consider the socio-psychological aspects as well. Although, researchers and marketers have fallen short of prescribing a comprehensive definition for the term â€Å"involvement†, but Kapferer and Laurent (1985) h ave suggested that there are five types of involvements. First level of involvement is for interest in the product, then involvement because of risk importance, risk probability, sign value or involvement due to hedonic value of the product. Other researchers like Schiffman and Kanuk (1991) perceives involvement as the reaction to ego’s call, perceived risk of the product or the importance of purchase of the product. Another perspective of consumer involvement is presented by Hansen (1981). He views involvement as: "Variations in the extent to which the individual is more or less motivated toward a specific piece of information, product, or the like. With high involvement, more psychic energy is released for handling incoming information, sorting it out, and making choices" (Hansen, 1981). The definition presented by Hansen (1981) is also supported by researchers like Mitchell (1981) who also suggested that consumers are motivated by businesses to commit high involvement in t he purchasing decision so that they can close study the product, its attributes and its benefits. Moreover, Hensen’s (1981) definition is also close to perfect as it defines involvement on the basis of motivation that a marketing strategy of a business produces amongst consumers. To summaries the various definitions of involvement found with the review of literature, it can be asserted that involvement refers to the degree of attraction and the level of individual experiences an individual feels towards a product at the time of making a purchasing decision. The next section of the report would discuss the most important aspect of marketing studies, i.e. consumer behavior and its relevance to consumer involvement. Consumer Behavior and Consumer Involvement Consumer behavior is a wide area of marketing studies, which deals with the understanding of patterns depicted by individual or group of customers towards a particular product or service. It consists of a purchasing process, which includes the selection of a product, securing the product, disposing the product and experiencing the performance of the product. Therefore; consumer behavior is the study of attitude shown by consumers while purchasing and using a product or service. The study of consumer behavior requires marketers and