The Concept of Involvement Within Consumer Behavior Theory

Consumer Behavior Theory
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Consumer Behavior Theory
Part A. The Concept of Involvement within Consumer Behavior Theory
Consumer involvement is a psychological state that motivates consumers to identify with their consumption patterns, product or service offerings, and consumption behavior (Sahney, 2021). Involvement gives consumers the urge to think and look for various options about a product or service before making final decisions on purchase act and brand preferences. It includes the mental and physical effort that a consumer puts before purchasing a product or service. Customer involvement is significant to marketers because it develops a level of relevance of a product or service to a consumer. It results in the urge to interpret or collect necessary information for use and final decision making (Foxall, 2017).
Consumer involvement while making final purchase decisions tends to vary from one person to another or from one product or service to another and time at hand and purchase situations (Khan, 2020). Some consumers may be more involved than others during the purchase process. For example, a consumer with an aversive risk will take a long time to make the final purchase decision because they will need to analyze everything correctly to ensure certain risks do not arise from buying a particular product or service.
Involvement may also vary between product or service offerings. For example, products that are expensive and high in value, not frequently purchased, possess enough risks, action is irrevocable once purchased, and are likely to have high involvement. In contrast, products purchased regularly, have little risk, and are inexpensive may experience low involvement. Also, depending on emergencies and time constraints, a consumer may spend little time buying activity and purchase decisions despite the consumer being risk-aversive or dealing with a high involvement product.
Consumer involvement can be enduring or situational. Enduring involvement occurs when the involvement level of a product or service extends time in various situations (Sirgy, 2018). If the consumer spends time processing, collecting, and integrating information in his memory, they are interested in the product. Before a consumer purchases a particular product, they seek guidance and advice from a leader who may help them decide. These leaders have opinions of specific products. Situational involvement occurs when the arousal is focused on acquiring short-term relevance to a situation, object, or person (Sahney, 2021). It is temporary and for a specific situation.
Involvement and Consumer Learning.
Consumer learning involves consumers acquiring relevant consumption and purchase knowledge and experience of a specific product or service, and they may use this experience for future purchase behavior (Szmigin & Piacentini, 2018). Consumer learning is the foundation of consumer involvement because it motivates consumers to purchase products or services depending on the knowledge and experience the consumer had in the past. For example, suppose a student sees that a particular brand of headache tablets enabled him to get over the exam week without stress. In that case, ...