low and high involvement situations of buying behaviour
Marketing
Introduction
The idea of involvement “was pioneered by Sherif and Cantril , who describe involvement as the state of an organism when presented with any stimulus which is ego central, or when any stimulus is either consciously or subconsciously related to the ego” (Slama, M., and Tashchian, A.,1985:74). They are different types of involvements that help to create an understanding to consumer behaviour. Purchase involvement is a key concept that provides insight to buyer’s behaviour. When one is engaged into the activity of a purchasing, there are different levels of purchasing involvement that impacts their decision process. This level includes high and low level of involvement. In this essay I shall choose two recent purchases of commodities: Dell laptop and phone case, where my level of purchase involvement is characterised as either high or low. Based on my consumption experience I will critically evaluating factors that I took into consideration in each case of purchase involvement. Finally, I shall elaborate on the personal and social-cultural influences that determine us to behave both as rational information seekers and socially-driven consumers influenced by others.
My two recent purchases are Dell laptop which was high involvement product and winter socks which was a low involvement product.
High involvement
“High involvement purchases are purchases that are important to the consumer,” (Assael, H., 1981:11). When purchasing my Dell laptop I went through consumer decisions process that helped me determine which laptop to purchase. Purchasing a new laptop was personally highly essential because my previous laptop’s operating system was not functioning properly and was old fashioned; therefore my motive was to get a latest popular brand that has more features, long lasting, and efficient for my work and personal use. Due to my awareness of consuming new laptop I conducted several searches that would help decide on the different brand names
Introduction
The idea of involvement “was pioneered by Sherif and Cantril , who describe involvement as the state of an organism when presented with any stimulus which is ego central, or when any stimulus is either consciously or subconsciously related to the ego” (Slama, M., and Tashchian, A.,1985:74). They are different types of involvements that help to create an understanding to consumer behaviour. Purchase involvement is a key concept that provides insight to buyer’s behaviour. When one is engaged into the activity of a purchasing, there are different levels of purchasing involvement that impacts their decision process. This level includes high and low level of involvement. In this essay I shall choose two recent purchases of commodities: Dell laptop and phone case, where my level of purchase involvement is characterised as either high or low. Based on my consumption experience I will critically evaluating factors that I took into consideration in each case of purchase involvement. Finally, I shall elaborate on the personal and social-cultural influences that determine us to behave both as rational information seekers and socially-driven consumers influenced by others.
My two recent purchases are Dell laptop which was high involvement product and winter socks which was a low involvement product.
High involvement
“High involvement purchases are purchases that are important to the consumer,” (Assael, H., 1981:11). When purchasing my Dell laptop I went through consumer decisions process that helped me determine which laptop to purchase. Purchasing a new laptop was personally highly essential because my previous laptop’s operating system was not functioning properly and was old fashioned; therefore my motive was to get a latest popular brand that has more features, long lasting, and efficient for my work and personal use. Due to my awareness of consuming new laptop I conducted several searches that would help decide on the different brand names