 ‘High involvement is just a fancy term for expensive.’ Do you agree?

Answer: High involvement products are those products which are visible to others, susceptible to
groups, tied to our egos and that might or might not be expensive. So although sometimes it might
be the case that the high involvement products can be expensive but it might not be at others so
this statement is arguable and can’t be agreed to.

There is usually a notion that high involvement with a product creates a perception of the product
being superior. A high involvement purchase can trigger extensive problem solving and information
processing as they are important to the consumer.

An example of such a product is “anti-dandruff Shampoo” by a consumer who is worried about

dandruff .For them it will be a high involvement purchase and product (due to social risk) but it is
not expensive backing the fact that it “High involvement” is not always a fancy term for expensive.

On the other hand “An automobile” is also a high involvement purchase and product (due to
financial risk) and it is expensive as well. So, it depends on the product in question which
determines that either it will be expensive or not.

In my view “High involvement” is related more to the relevance of the product or purchase to the
consumer rather than just being a fancy name for expensive. If a person is buying a “customizable
friendship bracelet” which is not an expensive product, for their friend, they will be highly involved
in its customization and buying process due to the sentiment and relevance although it being
inexpensive.

The consumer involvement model proposes that people engage in limited information processing in
situations of low importance or relevance to them, and in extensive information processing in
situations of high relevance. This means that high involvement has less to do with being “expensive”
and more to do with “relevance” so the statement that, “High involvement is just a fancy term for
expensive” might not always be right and can’t be agreed to.