Difference Between High and Low Involvement Buying
MK 1002 - Human Behaviour
Essay 1 – Difference high- and low-involvement buying
The amount of time and money a potential customer is willing to spend on researching information about a product, depends on the perceived risks and values of the product, as well as personal interest, motivation and the benefits of purchasing it. The “[…] motivation to process information […]” (Solomon, Bamossy, Askegaard and Hogg, 2010, p. 192) differs considerably based on the customers level of involvement (high or low involvement) within the decision making process. The objective of this essay is to identify the differences between high and low involvement buying, while applying the theoretical knowledge to the recently published “Chrysler Delta” and “Rimmel London” lipstick advertisements.
Motivated to solve a need or problem, the customer subconsciously uses different strategies in order to make a decision. Habitual decisions involve a less complex decision making process (Routine response behaviour), resulting in only a low involvement of the customer (). One example is the “Rimmel London” lipstick, which as the product carries only a low financial risk for a potential buyer when purchasing it, while the perceived brand image and quality (based on prior experiences) may have a positive effect on the customers’ evaluation process. Because of it being a frequent purchase product and the general high loyalty towards make up brands (Mintel, 2008), this product holds a high brand equity, which is further increased by the use of celebrity endorsement (Kate Moss), communicating credibility (only for a short time) and creating the need to satisfy psychogenic needs (ego involvement). As low involvement products only require a limited amount of attention, the processing of information is more likely to be feelings based, concentrating on how the message is delivered (message response involvement with peripheral route to persuasion), while processing already existing
Essay 1 – Difference high- and low-involvement buying
The amount of time and money a potential customer is willing to spend on researching information about a product, depends on the perceived risks and values of the product, as well as personal interest, motivation and the benefits of purchasing it. The “[…] motivation to process information […]” (Solomon, Bamossy, Askegaard and Hogg, 2010, p. 192) differs considerably based on the customers level of involvement (high or low involvement) within the decision making process. The objective of this essay is to identify the differences between high and low involvement buying, while applying the theoretical knowledge to the recently published “Chrysler Delta” and “Rimmel London” lipstick advertisements.
Motivated to solve a need or problem, the customer subconsciously uses different strategies in order to make a decision. Habitual decisions involve a less complex decision making process (Routine response behaviour), resulting in only a low involvement of the customer (). One example is the “Rimmel London” lipstick, which as the product carries only a low financial risk for a potential buyer when purchasing it, while the perceived brand image and quality (based on prior experiences) may have a positive effect on the customers’ evaluation process. Because of it being a frequent purchase product and the general high loyalty towards make up brands (Mintel, 2008), this product holds a high brand equity, which is further increased by the use of celebrity endorsement (Kate Moss), communicating credibility (only for a short time) and creating the need to satisfy psychogenic needs (ego involvement). As low involvement products only require a limited amount of attention, the processing of information is more likely to be feelings based, concentrating on how the message is delivered (message response involvement with peripheral route to persuasion), while processing already existing
References: Draper, A. (2011). Lecture: Consumer Involvement. Human Behaviour module. First year undergraduate course (2011/2012). University of Central Lancashire, Preston. 18 January 2012. McDaniel, C., Lamb, C.W. and Hair J.F.(2011). Introduction to Marketing. South-Western Cengage Learning, UK. Mintel (2008). ‘Make-up - UK - August 2008’. Available at http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=227738/display/id=391519?select_section=391523. Accessed 20 January 2012. Solomon, R.S., Bamossy, G., Askegaard, S. and Hogg M.K. (2010). Consumer Behaviour-A European Perspective. Prentice Hall Europe, UK.