MODELS OF CONSUMER INVOLVEMENT

1. Low Involvement Learning Model

2. Learn-Feel-Do Hierarchy model 3. Level of Message Processing Model 4. Product versus Brand Involvement Model

Low Involvement Learning Model

At low risk Inexpensive and repeatedly used by consumers. Examples- Writing pen and Tooth paste

Learn-Feel-Do Hierarchy Model

Thinking 1. Informative ( Thinker ) Model : Involvement Learn-Feel-Do 3. Habit Formation (Doer) Model: Do-Learn-Feel Feeling 2. Affective ( Feeler ) Model : Feel-Learn-Do 4.SelfSatisfaction ( Reactor ) Model: Do-Feel-Learn

 High Involvement / High Thinking High Involvement / High Feeling Low Involvement / Low Feeling Low Involvement / Low Thinking

Level of Message Processing Model

Consumer attention to advertisements or any other marketing communication. Four levels of consumer involvement:
Pre-attention- limited message processing Focal attention- involves basic information as product name on use Comprehension- message is analyzed Elaboration- the content of the message is integrated with other information that helps to build attitude towards the product

Product versus Brand Involvement Model

According to the consumer involvement in either product or particular brand, consumer types can be divided into four categories: 1) Brand Loyals 2) Information Seekers 3) Routine Brand Buyers 4) Brand Switching

CONSUMER DECISION MAKING PROCESS

STEPS IN DECISION MAKING PROCESS

Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

PostPurchase Behaviour

CONSUMER DECISION RULES

1. Compensatory Decision Rules:

High maintenance cost Fuel efficiency

Example- Positive attribute like high fuel efficiency is balanced with the negative evaluation of high maintenance cost.

2. Noncompensatory Decision Rules: Three types of Noncompensatory rules: i. Conjunctive Decision Rule:
Cut off point for rejection

ii. Disjunctive Rule :

Cut off point for acceptance

iii. Lexicographic Decision Rule :

Ranking of attributes in terms of perceived relevance or importance. Comparison of alternatives in terms of the single attribute that is considered most important. On this top ranked alternative, regardless of the score on any other attribute, if one option scores sufficiently high it is selected and the process ends.

LEVELS OF CONSUMER DECISION MAKING

Three levels of consumer decision making: 1) Extensive Problem Solving ( EPS ): New product, New Brand Form the concept of a new product category and determine the criteria to be used in choosing the product or brand 2) Limited Problem Solving ( LPS ): Familiar with both product category and various brands No brand preference Search for additional information 3) Routine Problem Solving ( RPS ): Already purchased a product or brand Require little or no information to choose the product