Consumer Behavior Involvement
* Introduction
As the Australian GDP, population and level of disposable incomes advance, the Australian insurance industry is predicted to retain its growth pace in the next few years. There are various types of insurance, health insurance which primarily undertakes insurance policies in terms of health and medical risks, is considered the most popular package of insurance. This package assists individuals against the risk of medical expenses, such as payments for the diagnosis, cure, mitigation and treatment that could be very expensive. Morrisey (2008) states that the requirement for insurance is for reflecting the maximum amount that consumer would expect to pay, to avoid the financial loss. Considered one of the Australian leading health insurance brands, ahm health insurance has launched family health insurances plan as a promotional package for large families or those who claim regularly. Since the firm was established by Roy Johnson in 1971, it has gained renown as an industry leader in offering a wide range of health insurance products and health management programs. The company then branded as Government Employees Medical & Hospital Club which merely served 511 members. By the time the founder retired in 1986, the number of members had increased to over 40,000.In 2005, the brand was introduced as 'ahm' which provides health management programs, medical research programs and advanced services. Nowadays, it is engaging for health cover for over 370,000 people across Australia. However, how consumer thinking about the involvement constructs is a vexing challenge for marketers. Product involvement which refers to a consumer's enduring perceptions of the significance of the commodity classification plays a major role in advertising campaigns (Kong & Zhang, 2013). This strategy decides how advertising performs and promotes its product. The purpose of this report is to outline literature review in terms of consumer involvement theories. It will then
As the Australian GDP, population and level of disposable incomes advance, the Australian insurance industry is predicted to retain its growth pace in the next few years. There are various types of insurance, health insurance which primarily undertakes insurance policies in terms of health and medical risks, is considered the most popular package of insurance. This package assists individuals against the risk of medical expenses, such as payments for the diagnosis, cure, mitigation and treatment that could be very expensive. Morrisey (2008) states that the requirement for insurance is for reflecting the maximum amount that consumer would expect to pay, to avoid the financial loss. Considered one of the Australian leading health insurance brands, ahm health insurance has launched family health insurances plan as a promotional package for large families or those who claim regularly. Since the firm was established by Roy Johnson in 1971, it has gained renown as an industry leader in offering a wide range of health insurance products and health management programs. The company then branded as Government Employees Medical & Hospital Club which merely served 511 members. By the time the founder retired in 1986, the number of members had increased to over 40,000.In 2005, the brand was introduced as 'ahm' which provides health management programs, medical research programs and advanced services. Nowadays, it is engaging for health cover for over 370,000 people across Australia. However, how consumer thinking about the involvement constructs is a vexing challenge for marketers. Product involvement which refers to a consumer's enduring perceptions of the significance of the commodity classification plays a major role in advertising campaigns (Kong & Zhang, 2013). This strategy decides how advertising performs and promotes its product. The purpose of this report is to outline literature review in terms of consumer involvement theories. It will then