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英国作业指导(British homework generation write)- INVOLVEMENT
An internal state of mind triggered by perceived relevance of the object based on its usefulness, the inherent needs, values and interest.
High/Low Involvement
The stages used in the adoption models describe a highly involved customer.
Bauer agrees with this and suggests that audience are not passive.
Palda criticised these models by suggesting that these models are inadequate and do not describe impulse buying and awareness of brands does not always precede changes in behaviour
The generalised high-involvement is also challenged by Robertson.
Robertson: This viewpoint is appropriate when the customer is highly committed but does not apply in the context of low commitment.
INVOLVEMENT AND PRODUCTS
Antecedents of involvement Resultant behaviour
derived from the literature
Ego/Self concept Perceiving product
differences
Closely held views
personal high Enduring Involv- ement
Perceived relevance involvement
usefulness
Preference for a
Interest/motives brand.
INVOLVEMENT AND PRODUCTS
Ego / Self concept
Sherif and Nebergall
Price and Perceived Usefulness
- Clarke and Belk
- Bofling
- Ziachkowsky
- Lastovicka and Gardener
Sherif and Nebergall
Regions of:
Acceptance
Rejection
Non-Commitment
Clark and Belk: price not important: blankets more expensive than jeans.
Claire Bofling: brand that subjects used was rated better.
Zaichkowsky found that subjects rated the products according to interest.
Lastovicka and Gardener found that products that came closer to their personal values were rated higher in importance.
Needs /Interest.
Bloch (Enduring Involvement) This is a long-term interest in or attachment to a product. E.I. for a product reflects how closely the product is linked to his/her self-concept and it may be a route to self-expression or enhancement.
Study by (Weinstien, Appeal and Weinstien) observed that ads with higher recall score generated high levels of brain activity. and that left brain activity declines after a period of time and right brain activity takes over.
Closely held views:
Rothschild and Ray
Swinyard and Coney
Both these studies conducted lab. experiments with groups that had different levels of Involvement:
Results: The higher the involvement with the political race the less effective the ad was in influencing their behaviour.
INVOLVEMENT AND ADVERTISING
Mode of Communication: Print Vs. Television:
Brain activity:
-Krugman
-Preston
-Wright
-Sawyer and Howard
-Weinstien et al
Krugman - Television less involving
INVOLVEMENT AND ADVERTISING
Antecedents of involvement Resultant behaviour
derived from the literature
generation of more
Mode of communication counter-arguments
reluctance to
personal high change
Closely held views relevance involvement
more attentional
capacity
concentrating on
Message content ads giving product
information
Preston- Yes. Depends on the actual contents. The study that he conducted had three categories:
Adverts for brands difficult to differentiate and highly substitutable.
Adverts for brands relatively easy to differentiate but highly substitutable
Adverts for brands easy to differentiate and less substitutable
Television had more ads where brands were difficult to differentiate and were easily substitutable.
Wright found that print medium generated significantly
greater responses than those transmitted by broadcast.
Sawyer and Howard found that open-ended advertisements without an explicit conclusions are more effective under high involvement.
Mitchell proposes two types of low and one high involvement categories:
Under low involvement situation individuals use brand processing strategy but under reduced attention
Under low involvement situation individuals use non-brand processing strategies at a very low level of attention
High involvement-All attention is devoted to an advert. And brand processing strategy is used.
Bowen and Chaffee: Diamond rings, foreign economy cars,
car types, suntan lotion
Ads classified in two categories:
1) provided objective information
2) that did not.
Results: high involvement products: ads were evaluated more
using category 1
Brain Activity: Krugman
Right Hemisphere: pictorial visual communication.
Left hemisphere:complex tasks suggested by the hierarchical
models.
Study by (Weinstien, Appel and Weinstien) observed that
ads with higher recall score generated high levels of brain activity and that left brain activity declines after a period of time and right brain activity takes over.
Closely held views:
Rothschild and Ray
Swinyard and Coney
Both these studies conducted lab. experiments with groups
that had different levels of Involvement:
INVOLVEMENT AND PURCHASE
Antecedents of involvement
derived from the literature Resultant behaviour
Occasion
Perceived Brand Amount of time
Differences personal high spent in searching
relevance involvement
Important Others
Risk / Expense Evaluation of
alternatives
INVOLVMENT AND SITUATIONS:
Occasion:
Henry Assael
Belk
INVOLVEMENT IN PURCHASE DECISION
Complexity
Of
Decision
Process
High Low
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