Involvement theory:

It is also called as split-brain theory and is developed from the research stream
called hemispheral lateralization.
Involvement theory of consumer learning postulates that consumers engage in a
range of information processing activity from extensive to limited problem solving,
depending on the relevance of the purchase.
Left hemisphere of the brain is responsible for cognitive activities and it is
rational, active and realistic.
Right hemisphere of the brain is concerned with nonverbal, pictorial information
and it is emotional,implusive and intuitive
Issues in Involvement Theory
Involvement Theory and Media Strategy
Involvement Theory and Consumer Relevance
Central and Peripheral Routes to Persuasion
Measures of Involvement
Involvement theory and media strategy:
Right brain:
Individual passively process information in right brain with low involvement so repetition
produces a change in consumer behaviour (eg: product purchase) which intern change the attitude
of the consumer.
Consistent with classical conditioning.

Media strategy: TV is a pictorial media so it is low inolvement media and

repeated exposure of TV commercial will aid in the purchase of the product.
Left brain:
Information is actively processed in left brain with high involvement.
Media strategy: Print media is high involvement media.
Limitation: both the brains work together to process information.
Involvement theory and consumer relevance:
High personal relevance of the product and high perceived risk aids the consumer
for high-involvement purchase.Eg:automobiles and dandruff shampoo.
Low personal relevance of the product and low perceived risk aids the consumer
for low-involvement purchase. eg: dish washing liquid,etc.
Highly involved consumers are narrow categorizers and uninvolved or low
involved consumers are called as broad categorizer.
Central and Peripheral Routes to Persuasion
This theory proposes that highly involved consumers are best reached through
ads that focus on the specific attributes of the product (the central route(left)) while
uninvolved consumers can be attracted through peripheral advertising cues such as the
model or the setting (the peripheral route(right)).
Elaboration Likelihood Model (ELM):
Elaboration Likelihood Model (ELM):
This theory suggests that a person’s level of involvement during message
processing is a critical factor in determining which route to persuasion is likely to be
effective.
When the product is high personally relevant
then involvement increases and consumer follow central route for information
processing.
When the product is low personally relevant
then involvement decreases and consumer follow peripheral route for information
processing.

Involvement
Central
Route
Peripheral
Route
HIGH
LOW
Measures of Consumer Learning
Recognition and Recall Measures
Aided and Unaided Recall
Cognitive Responses to Advertising
Copytesting Measures
Attitudinal and Behavioral Measures of Brand Loyalty
Brand loyalty