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Acquaintance with All Types of Involvement in Consumer
Behavior
Sara Ghafelehbashi
Student of PhD Marketing Management, Science and Research Branch
Islamic Azad University, Tehran, Iran
Amin Asadollahi13
Student of PhD Marketing Management, Science and Research Branch
Islamic Azad University, Tehran, Iran
FatemehNikfar
Master Marketing Management, Qazvin Branch
Islamic Azad University, Qazvin, Iran
Abstract
Conception and measurement of involvement infrastructure is a challenging subject
in consumer behavior since 1960 up to now. Conception of involvement has a vital role in
perception of information process and many subjects relates to consumer behaviors. This
conception origin from social sciences at first and was used in marketing in 1965 for the
first time. Involvement happen when consumer is aware of a product and degree of
involvement in product class is an important and basic variable in advertising strategy.
This article analyzes content and related concepts in learning and consumer and key
concepts and current models are analyzed in this matter.
Key words: Product Involvement, Product Class, Consumer Involvement, Consumer
Behavior
Introduction
The problem marketers always report is that how they can pursue consumers to
perceive and remembers information related to products and services.
Consumers receive and process information to use it when they need (in buying
product and services). One of the effective elements in information processing is consumer
involvement. The types of decision making process in involvement, affects on the method
of selecting consumers. When consumers use high involvement instead of low involvement,
selecting process is different (Moven& Minor 1998).
13
. Corresponding Author: Amin Asadollahi, Department of Business Management, Science and Research
Branch,Islamic Azad University, Tehran, Iran.
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Conception of involvement origins of social sciences. Crugman (1965) used
involvement in marketing for the first time. He describes how low involvement affects on
TV adv. Conception of low involvement not only affects on advertising, but also on
marketing research about consumer behavior (Lin&Shuo, 2006).Thus, level of involvement
can affect on information process, decision making and reaction to advertising.
Researchers of consumers’ behavior believe that, involvement is a moderate
variable in decision making process of buying. Moreover, researches show that consumer
involvement is under affect of related index of product, consumer, and situational elements
such as buying decision making (Kinard&Capella; 2006).
Definition of involvement
It seems that involvement is a fuzzy concept, since it involves other different
meanings (Solomon, 2002).And when it become more complex, it is used as an umbrella
conception which many similar but different words was used in its definition and operation
of it (Huang 2006).And this concept used in many other fields. For example in psychology,
involvement is used in theories and perception views and their changes. Also, it is claim
that peoples are more or less involved in social matters. In this field involvement related to
psychological status provoked by two important approaches of a matter which consists of
importance or significance and personal relevance. But in marketing, consumers consider as
those people who involved in advertising and advertising media, products, product range,
and purchase decisions. While there is no precise definition of involvement in marketing,
but there is a common view that involvement is a personal level and internal variable that
refer to personal dependency and purposes.
In this part, we point to presented definitions by researchers of consumer behavior.
Kragman, define involvement as a matter which join experiences or personal references that
peoples creates between content of persuading stimulus and their life’s(Shaffer&Sherrell
1997, 256).
In another definition, involvement means mental feeling of peoples about affection,
importance, and personal dependency, about a conception and it is an exciting matter
related to a subject or activity. Coulter & et al define involvement as importance and
personal dependency to a product which is based on a kind of motivation in consuming that
class of product.
Involvement deals with final consumer with purchase experiences and consuming
the product. Zaichkowsky in among famous theorist about involvement and define
involvement as visual dependency of a person from an object based on basic needs, values
and interests. In this definition, object is used as a common concept and points to a product,
brand, and advertising, or purchase situation.
Engeland others, define involvement as a factor provoking consumers in a special
environment by recognition or personal interest to product.
kapferer and Laurent 1985, consider this point that because involvement relates to
level of provoking and statues of a person, thus, different measuring is done in every
purchase decision which indicate the importance of elements such as the number of
compared characteristics among products and different brands, duration of information
processing and decision making, threshold of personal satisfaction, and perceptions, and
advertising process.
Many presented definitions, relates involvement to spent efforts in decision making
process or motivation of people. Petty & Cacioppo 1981, say high involvement cause
persons to achieve motivation for information processing and comparing different items.
Thus, in analyzing the relationship of motive and involvement, it is obvious that
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involvement is a determinant factor in motivation of a person. The more involvement
exists, the more motivation of consumers will be.
Involvement is a multidimensional structure which is used in many researches. Kapferer
and Laurent presented involvement in four approaches after many searches:
1. Importance of risk (perceived importance of product and wrong purchase massages)
2. Mental probability of mistake
3. hedonic values in product class
4. Symbol values of product class(Laurent & Kapferer, 1985, 45)
Involvement from Costley (1988) points of view:
Conception approachesas involvement classified into different classes based on different
approaches:Content, Object, Nature,and Intensity Dimensions.
Content approach
In this approach, there are three viewpoints: cognitive approaches, individual state
approach, and responseapproach
Cognitive approach: according to this approach, involvement is a permanent
relation that can be considered as a criteria, thus it is not measurable. This approach
explains involvement as an important factor in studies (Especially in relation to
effectiveness of advertising). Of course in this approach more than a factor affects on
involvement including product, media, and the person speaking about a product.
Individual state approach: it points to a special viewpoint in a special situation.
Individual state separates involvement from prerequisite and its consequences. Involvement
state is defined as an excitement, interest, motive or attention.
Response approach: in this approach, involvement investigates based on response
patterns. Since response concepts doesn’t need to a new concept as involvement, thus this
conceptualization of involvement is very weak. (Costely, 1988.556)
Objective approach: Michael considers the point that involvement cannot exist
without intention. In fact, involvement doesn’t mean with a single concept. Objective
approach of involvement can be a product, advertising, or a situation.
Product: properties of a product can affect on involvement of that product beside personal
needs and experiences.
Advertising: characteristic of an advertisement, validity of advertising source, and
its attractiveness can affect on level of involvement. In most studies in relation to cognitive
response, involvement with advertising is commonly used.
Situation: situational involvement consisting situations such as media. For example,
a paper of information needs more involvement in comparison to a picture file. (In
processing)
Nature approach: Park (1986, 1983) states that involvement can be naturally stimulant or
cognitive. Affective involvement is a kind of involvement.
Intensity approach: involvement intensity usually states high and low involvement.
Of course, some researchersexplain more than two classifications for this respect. In some
cases, involvement is considered as a permanent variable.
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Hierarchy of involvement presented by Costely in the following diagram:
Intensity perspective
Connected
High and low
Others
Nature perspective
Stimulus
objective perspective
Content perspective
Product
Stimulus
Operational
Stimulus
Stimulus
Operational
Advertising
Cognitive
Situation
Advertising
Situation
Situation
Product
Advertising
Situational
Situation
Figure1. Hierarchy of involvement
Source: Costely, 1988.558
Product
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Involvement in Fill and Laksonen point of view
A basic and essential framework to percept consumer behavior is involvement
theory. Decisions making of consumers are different considerably and level of involvement
of consumer with product or purchasing process is a key in selecting a brand. Kapferer and
Laurent (1985)reasoning that involvement has five different forms which consists of:
interests, risk importance, sign value, hedonic value. (Bezancon e al, 2009)
Laksonen (1977), discuss about three theory of involvement: cognitive approach,
predisposition to perspective, and response- based interpretation. In his opinion, the bases
of cognitive approach are relationship of a product to the buyer and it is very important.
This approach emphasize on cognitive structure and perception of people. In other worlds,
psychological dependency between a person and outside stimulus is an intense determinant
in involvement. Intensity of perception origin of judgment theorybased on involvement as a
variable which is under effect of purchase. It means, prior tendency of others in reaction to
purchasing. (Ibid, 28)
Second approach: in this approach involvement is a personal state that affects on a
variable. In this case, involvement emphases on mental status of a person under effect of a
stimulus. Determinant factors consist of intensity of involvement, importance of perception,
interest, level of affection, and motivation (in personal situation or any other situations).
Thus, involvement is motivation of a person in a special situation. Importance and purposes
of that, is define by people who determine high and low involvement. Thus involvement is
an intermediate variable in information processing and prior tendency to work.
Third approach: is a response- based approach. In this approach, involvement is a
reaction to a stimulus such as marketing relationships. This response origin of
compounding cognitive process (learn-feel-do) with behavioral process which result in
purchasing. Thus, response-based approach is based on reaction to a stimulus that happen
according to hierarchy of learning, feeling, doing, and processing. In this approach,
involvement is a cognitive response to marketing relationship massages. Also in this
respect, involvement is not a mediating variable, but a real response. (Ibid, 208)
Among these mentioned perspective, we cannot consider it as a correct interpretation. For
this reason, all approaches can be right or wrong at the same time. Among many
researchersthere is an agreement that involvement have three basic statuses: high
involvement, low involvement, and noninvolvement. The last one is obvious and there is no
need to explain it. It is believed that when purchase experiences of consumer’s increases,
their perceived risk decrease and their general knowledge improved. During this spectrum,
they move from high involvement to low involvement. (Fill, 2002, 108)
During decision making, involvement is high or low and involvement is a definite
conception and its power is different among people. (Ibid, 108).
High involvement happens when a person anticipates the purchase, that have a
personal relation to it and there is a high risk about it. Car, dish washing machine,
insurance, and house are valuable items which purchase rarely and create many
involvements. Mentioned risk is financial risk. But as we mentioned before, risks are in
many forms. Thus, selecting perfume, clothe, or jewelry based on social risk which
overcome purchase decision, may indicate high involvement. Also consumer spends much
time to search for buying and the reason is to increase risk as much as possible and collect
information about it.
Low involvement is low mental involvement in relation to purchasing a product. For
items with low price such as washer powder, bean, cereals, which purchase repeatedly,
there is no need to collect information or to put emphasis on it. Items such as alcoholic
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liquors and nonalcoholic beverage, all types of cigarette, and chocolate, are among low
involvement products. Although, they create strong sense of self gratification which results
from product. (Ibid, 109)
Decision making perspective in high involvement situation
If a person has high involvement with a products in first purchase, EPS is a proper
solution for it. Considering, information processing is in a logical order, those person with
high involvement shall move through stages as the following diagram. When decision
making is in the case of high involvement, people perceived high level of risk and are
worry about their purchase. The basic factor in this chain is that before experimentation of a
product, they shall search more information to form a perspective.
Searching for information is an important part of decision making process with high
involvement. Since in this kind of decision making, people provoke in high level to search
information actively and process it. Many resources investigated which consist of mass
media, word of mouse, and advertising in the field of sale.
Decision making perspective in low involvement situation
If a person has low involvement with a product, LPS (limited problem solving)
method is appropriate. In this method, information processed through aninvoluntary
disturbed perspective. Since there is low personal relation and perceived risk with product.
Those people with low involvement, while decide to purchase, don’t search much
information about product.It seems that these people move during the process, which is
indicate in 4-2 diagram (Laaksonen, 1997.219).
Marketing relationship can create awareness in decision making process with low
involvement. Anyway, since people have a problem solving role in this respect, massages
are briefer than other situations in high involvement and in this case, messages containing
less information. Mass media sending the messages, cover many audiences are appropriate
cases, since they completed learning situation of accepted by people. In this situation,
repetition of massages is important, because receiver of the message filter some
unimportant information. Although learning in this situation happens through exposure to
massage. But perspective in this case doesn’t create. (Hariss, 208.1987).
When there is low involvement in purchase, every person has a short internal
information search, which is provoke by luxury shops. By using non compensatory decision
rules, (when weakness overcome strength), people decide to test a new registered brand.
Price can be an important factor that can affect on people decision making with high
involvement. In buying with low involvement, packaging, shops in sales points, and
promotion are factors which affect on testing a product by a person. (Laaksonen, 1977.216).
As a direct result of test, some perspectives are created. Long term behavior is
function of advertising massages, quality of product, and loyalty of customers to a product
than can be preserved (Harris, 1987.210).
Types of involvement:
- Product involvement (low or high)
- Consumer involvement
- Time aspect involvement(situational and enduring involvement)
- Mind involvement
Types of product involvement:
Considering many books and paper in this regard, consumer experiences two types of
involvement:
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1- Situational involvement
2- Enduring involvement
Asael (2006), define situational involvement as temporary involvement with a product
in a short term period and under special situations, such as replacing an old product. (Like a
car)
A special situation affecton products which consumer had not any tendency to buy them
before. Those products in special situation have more risk to purchase. In this case, having
knowledge about a brand and loyalty to it can help us in decision making process. For
example, a general purchase situation is in store purchase which consists of internal
stimulus of shops such as the way of furnishing, and arranging product, and can be effective
on decision making process. Asael (2004) point out that situational involvement can lead to
unexpected decisions.
Olshavsky&Granbois (1979) found out that buying a gift is a special situation and has
more risk.In such situation, purchaser seeking products with high quality.
Asael (2004), states that contrary to situational involvement, enduring involvement
indicates stability and durability and commitment to a product. Richines and Belach (1976)
believe that enduring involvement point to high level of involvement and indicate the
interests of consumers to a product. This type of involvement is not dependant on situation
of purchaser and the important point is meaningfulness of product to the purchaser and
pleasure of buying the product. Enduring involvementrequire endurable interest to a
product. This case is along with buying special products. (Shouli, 2007, 32-34).
Effective factors in product involvement
Asael (2004), states that in every purchase scenario, many characteristics exist which
affect on decision making process and involvement.
- Physical surroundings , such as designing and shop decoration
- Social surrounding of persons in consuming a product
- Time of consuming the product
- Purchase intention, purchase for ourselves or purchasing a gift.
- Mental situation of persons, to purchase when they are tired. Mental situation which
lead to impulse purchasing.
Ivasaki and Havitz (2004) believe that effective factors on involvement consist of:
1. Personal antecedents
2. Social-situational antecedents
Personal antecedent includes values, perspectives, motivations, needs or intentions,
talents, personal interests (satisfaction, or mental health).
The more personal limited in relation to a product, the less involvement will be and
the more interests to a product, the more involvement will be. Ivasaki and Havitz state golf
as an example and prove effective factors on involvement.
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Possible results
in Involvement
Involvement
Explain commercial advertising
With
commercial
advertising
Effectiveness of commercial
advertising to pursue the customer
to purchase
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Effective
Factors on
Involvement
Personal Factors
Needs
Personal
importance
Relative importance of product
class
Perceiving different characteristic
of product
With product
Preference of a special brand
Stimulating Factors
Different choices
Communication
source
Effectiveness of price on selecting
a brand
Situational
Factors
A mount of Information
Gathering
The time spend of alternative
Evaluation
The type of decision in
selection
With purchase
decision
Purchase/
consume
Figure 2. Involvement Conceptions, Stimulus, and Different Results
Source: Zaichkowsky, 1986
Eslama&Tashchian1985compare product involvement and purchase involvement. Purchase
involvement is a factor relates to purchase activity of people when facing a product. On the
other hand product involvement relates to connection between product and person which
has a more durable base. For example, one person may have high involvement with a
product (car) or a brand (Volvo), but because of loyalty to special brands, his involvement
with the mentioned product decreases. And in other situation, a person may has low
involvement with a product (jean clothes), but has high involvement to purchase it. This
person may have tendency to introduce the product to a friends. (Quester & Lim, 2003,
24).According to the studies in this respect (product involvement), we can realize scale
ofLikert in measuring the method(O’Cass, 1996).
Consumer Involvement
It is realism that instead of looking into a product as low or high involvement, products,
personal needs and situational needs, consider involvement as personal characteristic of
consumer. Involvement of a product change when properties of stimulus change. Situation
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has many effects on involvement. For example, a camera has different usage. We may use
in weekends, or photography of sport nonprofessional picture. Also, natural interests of
consumer can affect on classifying the product with low and high involvement. Those
product which used for professional intentions, affect more on perception vigilance and
product.
Affective Factors on Involvement
In marketing research and consumer behavior, affective factors on involvement are
discussed which includes:
1. Type of product
2. Relationship characteristic perceived by consumer
3. Real characteristic which consumer act on
4. Personality of consumer
For example, the more expensive the product, the more visible and risky the purchase will
be. In this case, involvement increases. Situation can affect on involvement by presenting
content definition of purchase. Moreover, consumers may respond to product with different
level of involvement. (Moven & Minor), 2001, 39).
Effective factors:
1. Needs, intentions and
personal traits
‐ Intentions, values, and
results
‐ The self related degree
considering intention
‐ Personal dependency to
intention
‐ Importance of intention
‐ Personal factors
Related Structures
‐ Process
time ( out
sensing,
type of
media)
‐ Ability of
process
(cognition,
knowledge)
2- Decision making and
situational factors
‐
‐
‐
‐
‐
Purchase situation
Risk of decision making
Result of decision
Returnable degree of
decision
Personal responsibility
related to decision
Involvement
‐ Intensity
‐ Direction
‐ Durability
Results:
1- Searching behavior
‐ Increase in seeking and
purchase behavior
‐ Increase in complexity of
decision making
‐ Increase in spent time for
testing solutions
‐ Difference of perceived
properties for products
2- Information process
‐ Increase in cognitive and
responsive activities
‐ Increase in personal
relations
‐ Coding strategy with more
details
‐ Increase in reviewing and
perceiving
3- Persuasion
‐ If the reason is satisfying,
change in basic
perspective increases
‐ Durable change in
perspective and durable
persuasion
Figure 3. Framework of conceptualization and measuring involvement
Source: (Andrews, Durvasula&Akhter, 1990, 28-9)
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In studies 37 products on 7500 person, it is revealed that involvement is not a single matter
and is a multidimensional phenomenon which consists of the following approaches:
1. Tendency
2. Perceived risk (importance and probability)
3. Value nature of product (satisfaction value)
4. Ability in selecting a brand to express his personality
These 5 factors are mediating factor in product involvement. Consumer has experiences
in daily purchase products and risk decreases. Thus, few difference between brands cause
decreases in non-purchase process.
It is better to say that involvement is a stimulating situation which potentially causes the
following factors:
1. Tendency
2. Satisfaction value
3. Perceived value of brand
Involvement in Time Perspective
Moven& Minor classified involvement into two groups:
1- Situational involvement: this involvement happens in a short period of time and
relates to the situation of person. Such as buying a new car, because of oldness.
2- Enduring involvement: this involvement states a longer commitment and relates to
product class. It is discussed when consumer spent most of his time to a single
product such as a newspaper.
Studies indicate that there are two types of product involvement, which consist of
enduring involvement, and situational involvement. Proper behavioral pattern for
Role of Involvement in Advertising
Researchers found out that high involvement lead to more motivation in order to
collect information about a product, and involvement is a basic determinant in searching
information. (Zaichkowsky). Also researchers perceive that involvement can help us in
information processing of advertising by consumers and effectiveness of information.
(Blech&Blech, 2001, 157)
Different models such as Richard Vaughn,Rositer Channel, and Persi,consider involvement
in advertising. In this part, we describe Richard Vaughn model.
Richard Van Model
An interesting approach in analyzing relationship situation presented by Richard
Vaughn from advertising association of FCB. Vaughn and his association expanded a
model for advertisement planning based on conventional reaction theories such as
Hierarchy of Effects Model and research on high and low involvement. They add thought
approach in comparison to feelings in involvement based on brain hemisphere theory.
Theory of brain hemispheres (right and left); suggest that left side of brain is intellectual
and cognitive, while right side of the brain is illustration and sensation.
Based on this model, four strategies of advertisement planning form by compounding
high and low involvement and the way of purchase decision making (based on thought,
logic, and feelings):
1- First state: when involvement is high and people decide to purchase based on
thought and logic. In this respect, buying product such as house, car and furniture is
considered. People first acquire awareness and then evaluate their feelings and
finally purchase the products. Awareness strategy is appropriate in advertising.
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2- Second state: when involvement is high and people decide based on feelings and
affections, which apply for products such as jewelry, cosmetics, and clothing. In this
case, people evaluate their feelings first and then buy the product. Affective strategy
emphasis on motivation and feelings such as self-respect, or promotion of ego is
appropriate in this case.
3- Third state: when involvement is low and people decide based on thought and logic,
which apply to products such as foods and daily buying. In this case, people decide
to purchase. Then collect some information about the product and finally evaluate
their feelings about purchased products. Get used to strategy is appropriate in this
case.
4- Forth state: when involvement is low and people decide based on feelings and
affections to buy a product. Products such as cigarette, beverage, and chocolate are
among these products. Then evaluate purchased product by their feelings and finally
collect the information about that product. Satisfaction strategy with emphasis on
pleasure attractions and social motivation is appropriate in this case (Vaughn, 197).
Effective Factor
(experimental
purchase) (based on
Awareness (logic
purchase) (based on
logic)
Feel
Learn
Learn
Feel
Do
(Psychological)
Jewelry, cosmetics, clothes
Do
(Economic)
House, car, furniture.
Personal satisfaction
Responsive purchase
Do
Creating a habit
Daily purchase
Do
Learn
Feel
Learn
(Social)
Cigarette, Chocolate, Beverage
High
Involvement
Feel
(Responsive)
Food, daily purchase items
Low
Involvemen
t
Figure 4. Richard Vaughn
Source: (Vaughn, Richard, 1986, 57)
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Conclusion
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According to the studies regard involvement, it is an a time orgasm which explain
any stimulus relates to ego central or other stimulus aware or not aware, but in marketing it
is more challenging. Involvement of a product is enduring perception of consumer from
product class based on intrinsic needs, interests and values and consumer behavior and
purchase decisions shall be considered in order to perceive it. Involvement is determinant
of decision maker behavior in purchase process. Probably, to indicate loyalty of customers,
high involvement is important. Totally, involvement in information process and other
related matter to consumers is vital. (Bennetthe al .2007). Effective factors in involvement
and selecting a product consists of time of consuming, selection experience or decision
making process, interested in products, prior experience of consumer, risk taking, and
finally difference between products and services.
Generally, if consumer purchases process of a product, have high and low
involvements, some promotion strategies shall be presented based on consumer purchase in
relation to product properties, and different methods such as cognitive learning, repeating a
massage, and strength of a product.
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