Consumer Involvement:

• Degree of personal relevance that the product or purchase holds for the
consumer.
• Example: Purchase influenced from social factors.
• Two dimensions of consumer involvement:
• High-involvement purchases provoke extensive problem-solving and information
processing.
• Automobiles and shampoo involve high-involvement purchases.
• Low-involvement purchases provoke limited information processing , have little
perceived risk and hold little relevance.
• Buying a pack of gum involves low-involvement purchases.
Measures of consumer involvement:

• Involvement include product involvement, brand involvement, and advertisement

involvement.
• Cognitive factors involve importance and risk associated with the purchase.
• Behavioral aspects involve search for and evaluation of product information.
• Self-administrated surveys assess the consumer’s cognitions or behaviors for a
particular product and measure involvement.
• Example
Strategic applications of consumer involvement:

• Marketers create such customers who are involved with the purchase and consider
brand as unique.

• High involvement leads to brand loyalty.

• For example, portraying Hispanic identities were effective in low-involvement items ,

but not high-involvement products.
Involvement and context:

• Promotional messages
• Interest related ads.
• Showing avatars in ads.
• Increase in product & brand involvement.
• High-involved consumers have long-term relationships with brands.
• Strategy for increasing the personal relevance of products.
Hemispheric lateralization:
• A theory whose premise is that the human brain
is divided into two distinct cerebral hemispheres
that operate together , but “specialize” in
processing different types of cognitions. The left
hemisphere is the center of human language; it is
the linear side of the brain and primarily
responsible for reading, speaking, and reasoning.
The right hemisphere is the home of spatial
perception and nonverbal concepts; it is
nonlinear and the source of imagination.
• For example imaginative and creative tasks are
reserved for the right hemispheres, and logical
and mathematical tasks are reserved for the left
hemispheres.
Passive learning:

• A form of learning in which consumers receive information from repeated

exposures which is fully processed after a product is purchased.
• Right brain’s passive learning is associated with classical conditioning.
• Pictorial cues are more effective at generating recall and familiarity with the
product.
• Verbal cues generate cognitive activity that encourages consumers to focus on
the advantages and disadvantages of the product.