Thus involvement may be from outside the individual as with situational

Thus involvement may be from outside the individual

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Thus involvement may be from outside the individual, as with situational involvement or from with in the individual as with enduring involvement. It can be induced by a host of personal-product-and situation related factors, many of which can be controlled by the marketer. It affects the ways in which consumers see, process, and send information to others. TYPES OF INVOLVEMENT The two types of involvement are: A) Situation B) Enduring Involvement has various facets of consumer behaviour such as search for information, information processing, and information transmission . Situational Involvement Situational involvement is temporary and refers to emotional feelings of a consumer, experiences in a particular situation when one thinks of a specific product. Enduring Involvement Enduring involvement is persistent over time and refers to feelings experienced toward a product category across different situations. For example, holiday- makers renting a resort for their trip are highly involved in their choice, but their involvement is temporary. Whereas involvement of a person whose hobby is bike racing endures overtime and affects his responses in any situation related to pre-purchase, purchase and post- purchase of sport bikes. It is observed that involvement is triggered by special situation in the case of holiday makers, but in the second case, in comes from, and is a part of the consumer. The contrast between situational and enduring involvement is important. When marketers measure involvement they examine the extent to which it can be induced by the product or selling situation. After noticing the type of
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involvement they are facing, marketers work to control products or selling situations. EFFECTS OF CONSUMER INVOLVEMENT Involvement with the product makes consumers process product-related information more readily. This information is processed thoroughly, hence, it is retained for a longtime. Because of this the consumers become emotionally high and tend to engage in extended problem solving and word- of-mouth communications. These result into three categories: search for information, processing information, and information transmission. Customers who are highly involved tend to search for information and shop around more when compared with low involvement customers. For example, the customer who is highly involved with cars and thinks about buying it is likely to gather information. He sees for alternative models to figure the advantages and disadvantages of each. The more they are involved, the more they learn about the alternatives with in that category. To gather the information they use various sources. One such behaviour is to shop around, where they visit various outlets and talk to sales people. The customers of this kind should be encouraged buy retailers to visit the outlets to know, and compare various models to meet information needs.
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  • Summer '17
  • jane smith
  • Marketing, Study of Consumer behaviour

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