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Involvement Theory

Involvement Theory

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Published by anuradha

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Categories:Types, Business/Law
Published by: anuradha on May 07, 2010
Copyright:Attribution Non-commercial

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06/20/2013

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Consumer Behaviour  ± 
Involvement Theory
Other names:Other names:
Hemispheral LateralizationHemispheral Lateralization::Split Brain TheorySplit Brain Theory
TheThe basicbasic premisepremise of of splitsplit brainbrain theorytheory isis thatthat thethe RightRight && LeftLeft hemisphereshemispheres of of thethe brainbrain specializespecialize inin thethe kindskinds of of informationinformation theythey processprocess.. TheThe LeftLeft hemispherehemisphere isis primarilyprimarily responsibleresponsible for for  cognitivecognitive activitiesactivities suchsuch asasreading,reading, speakingspeaking andand AttributionalAttributional informationinformation processingprocessing.. IndividualsIndividuals exposedexposed toto verbalverbal informationinformation cognitivelycognitively analyzeanalyze thethe informationinformation throughthrough LeftLeft--brainbrain processingprocessing andand formform mentalmental imagesimages.. TheThe RightRight hemispherehemisphere of of thethe brainbrain isis concernedconcerned withwith NonNon--verbal,verbal, Timeless,Timeless, Pictorial,Pictorial, andand HolisticHolistic informationinformation
.
PutPut anotheanother way,way, thethe LeftLeft SideSide oof thethe brainbrain isis supposedsupposed toto bebeRational,Rational, Active,Active, RealisticRealistic;; thethe RightRight SideSide of of thethe brainbrain isisEmotional,Emotional, Metaphoric,Metaphoric, ImpulsiveImpulsive andand IntuitiveIntuitive..
 
Consumer Behaviour  ± 
Involvement Theory
LowLow InvolvementInvolvement MediaMedia::IndividualsIndividuals passivelypassively processprocess andand storestore RightRight BrainBrain(I(I..ee.. Nonverbal,Nonverbal, Pictorial)Pictorial)informationinformation thatthat isis withoutwithout activeactive InvolvementInvolvement..SinceSince TT..VV.. isis primarilyprimarily aa PictorialPictorial medium,medium, TVTV viewingviewing isis consideredconsidered aa RightRight--brainbrain activityactivity andand TVTV itself itself isis aa LowLow InvolvementInvolvement mediummedium.. AccordingAccording toto thisthis theory,theory, PassivePassive learninglearning occursoccurs throughthrough repeatedrepeated exposuresexposures toto aa TVTV commercialcommercial andand produceproduce aa changechange inin consumer consumer behaviour behaviour (e(e..gg.. aa productproduct purchase)purchase) prioprior toto aa changechange inin thethe consumer¶sconsumer¶s attitudeattitude towardstowards thethe productproduct.. HighHigh InvolvementInvolvement MediaMedia::ToTo extendextend thisthis lineline oof  thought,thought,printprint mediamedia areare highhigh InvolvementInvolvement MediaMedia (Newspapers(Newspapers && Magazines)Magazines)becausebecause cognitivecognitive (Verbal)(Verbal) informationinformation isis processedprocessed byby thethe leftleft--sideside of of  thethe brainbrain..AccordingAccording toto thisthis theory,theory, PrintPrint AdvertisingAdvertising isis processedprocessed inin thethe complexcomplex sequencesequence of of cognitivecognitive stagesstages asas followsfollows::
 
Consumer Behaviour  ± 
Involvement Theory
yy
TriTri--component Model:component Model: COGNITIVE (COGNITIVE (the process of obtaining knowledgethe process of obtaining knowledge through thought, experience, and the sensesthrough thought, experience, and the senses))
AFFECTIVE (AFFECTIVE (relating to moods, feelings, andrelating to moods, feelings, and attitudesattitudes))
CONATIVE (CONATIVE (The Mental facility of The Mental facility of  purpose, desire,or will to perform an actionpurpose, desire,or will to perform an action))
yy
Promotional Model:Promotional Model:AttentionAttention
InterestInterest
DesireDesire
ActionAction
yy
Decision making Model:Decision making Model:AwarenessAwareness
KnowledgeKnowledge
EvaluationEvaluation
PurchasePurchase
PostPost--purchase Evaluationpurchase Evaluation
yy
Innovation Adoption Model:Innovation Adoption Model:
AwarenessAwareness
InterestInterest
EvaluationEvaluation
TrialTrial
AdoptionAdoption
yy
Innovation Decision Process:Innovation Decision Process:
KnowledgeKnowledge
PersuasionPersuasion
DecisionDecision
ConfirmationConfirmation

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