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purchase decisions) based on their inherent needs, values and interests to the consumer’
(Solomon 2012 p124). Thus, motives need to be understood in terms of consumer effort
and involvement. Explain and discuss involvement principles in the context of the consumer.
How might marketers incorporate their understanding of involvement principles into their
marketing campaigns in order to assist the consumer in their buying decision behaviour?
Illustrate your answer with appropriate examples
Involvement
Is the level of personal importance and /or interest evoked by stimulus (or stimuli)
within a specific situation (Solomon et al 1999).
3. Simple modified rebuy Purchase quite important. Moderate search and analysis,
standard procedures, only a few options. High level of strategic thinking (ex:
reordering standard grease for machinery)
4. Judgmental new task - Purchase quite important. Moderate search and analysis,
standard procedures. Moderate level of strategic thinking (ex: ordering Software
System for billing that has previously done by hand)
5. Complex modified rebuy - Purchase quite important. High search and analysis,
standard procedures, many options. High level of strategic thinking (ex: Purchase of
new computer system for offices)
6. Strategic new task - Purchase of extreme importance. High level of search and
analysis, many options. Very High level of strategic thinking (ex: Ordering machinery
for the new production line of a product)
Traditional DECISION-MAKING perspective:
High involvement
Low involvement
Variety seeking purchase. Even if some customers are happy with their current brand, they
want to change something spontaneously. People have to maintain an appropriate level of
stimulation, so they are trying permanently to adjust it.
Problem recognition
Refers to all the actions consumer take to identify and obtain information on the
means of solving a problem
Search processes:
A.
1. Internal search- retrieve the information from the memory
2. External search- involves the acquisition of information from outside sources
such as friends, ads, packaging, sales personnel or Consumer reports
B.
1. Prepurchase search
2. Ongoing search- having a passion, around a particular product or activity:
photography, cars etc.
Alternative evaluation:
Consumers form beliefs and attitudes regarding the decision alternatives.
In low involvement situations, alternative evaluation consists of the formation of a few
rudimentary beliefs about the options under consideration. From the behavioural
influence perspective, consumers are conceptualised as never consciously comparing
alternatives.