What is high involvement purchasing?

A high involvement product is a product where extensive thought process is involved and the consumer considers a lot of variables before finally making a purchase decision. Many times, high involvement purchases involve multiple buyers or multiple influencers who influence a single buyer.

What does high involvement product mean?

A product that involves the consumer in taking time and trouble before deciding on a purchase. High-involvement products include such major purchases as cars and houses, as well as computers, home entertainment systems, and many other domestic products.

Why do brands play a particularly important role in high involvement purchase decisions?

High-involvement decisions can cause buyers a great deal of postpurchase dissonance (anxiety) if they are unsure about their purchases or if they had a difficult time deciding between two alternatives. Companies that sell high-involvement products are aware that postpurchase dissonance can be a problem.

Which strategy of making decisions is the best for high involvement products?

Compared to low Involvement products, consumers have a much longer process of decision making for high involvement products before buying a product. The best way to market High Involvement Products is by giving consumers all the information they need to make a purchase decision in favor of your brand.

Which involvement products are priced higher?

High-involvement products are those that represents the consumer’s personality, status and justifying lifestyle; for example, buying a home theatre. By contrast, low- involvement products are those that reflect routine purchase decisions; for example, buying a candy or an ice cream.

What is product involvement?

What is Product Involvement? It is the extent of consumers’ interest and effort put in for purchasing of a product or brand. For example, a car would be a high involvement product as it is expensive and bought after much research.

What are the effects of high involvement response on the consumers purchasing decision?

High-involvement decisions can cause buyers a great deal of post-purchase dissonance, also known as cognitive dissonance which is a form of anxiety consumers experience if they are unsure about their purchases or if they had a difficult time deciding between two alternatives.

What is high consumer involvement?

High-involvement decisions are those that are important to the buyer. These decisions are closely tied to the consumer’s ego and self-image. In making these decisions, consumers generally feel it is worth the time and energy needed to do research and consider solution alternatives carefully.

What risks are considered high in high involvement purchase decision?

By contrast, high-involvement decisions carry a higher risk to buyers if they fail, are complex, and/or have high price tags. A car, a house, and an insurance policy are examples. These items are not purchased often but are relevant and important to the buyer.

What is high involvement situation?

High-involvement decisions are those that are important to the buyer. These decisions are closely tied to the consumer’s ego and self-image. In these cases, a buyer gathers extensive information from multiple sources, evaluates many alternatives, and invests substantial effort in making the best decision.

What does purchase involvement mean?

Purchase involvement refers to the “level of concern for or interest in the purchase process, once the purchase process has been triggered by the need to consider a particular purchase” (Quester, Pettigrew and Hawkins, 2011, p. 67).

What is consumer product involvement?

Product involvement is the degree to which a consumer is engaged with a product category. It is a common marketing consideration that has implications for targeting and tailoring promotional messages.