Consumer Involvement And Consumer Research
Term Paper Relation Between Consumer involvement and purchase decision Submitted to: Dr Payal S. Kapoor Submitted by :Pulkit Gupta 231105 FMG23 EXECUTIVE SUMMARY Purpose of this study is to examine the relationship between consumer involvement and purchase decision. Involvement’s importance in marketing and consumer research is well known, …show more content…
The concept “involvement” originated from social psychology which is an interpretation of person’s involvement that points to the relationship between a person, target or subject . Involvement is a crucial variable in the studies of marketing, social psychology and consumer’s behaviour. It has been associated with numerous other marketing concepts such as information search, brand commitment, brand loyalty, brand similarity, opinion leadership, brand switching, advertising, diffusion process and segmentation. In marketing, consumers are considered to be people involved with different advertisements and , products and products range and purchase decisions. Involvement is a personal level and intrinsic variable which is associated with the importance and personal attachment of goals or …show more content…
It is generally categorized as situational involvement. It shows the mental state of the person in a temporary notice to the stimulus. ADVERTISING INVOLVEMENT: advertising involvement is the level perception or the reaction of consumer’s involvement after receiving advertising information based on consumer’s attention to the advertising information. SITUATIONAL INVOLVEMENT: it indicates a temporary interest or a relation with a target which is stimulated by a specific cause such as a perceived risk. The basic feature of this kind of involvement is the representation of a mental state and lack of cognitive elements such as values and needs. ENDURING INVOLVEMENT: enduring involvement is a high level of involvement which indicates consumer’s tendency to product. This kind of involvement does not depend on the purchaser’s situation, the usefulness of the product for him and the pleasure of the purchase made by the consumer. It requires more enduring tendencies to the product and accompanies special
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