involvement and attitude

8/2/2019 Involvement and Attitude

1/16


2/16

INVOLVEMENT :

The level of involvement of the consumer

affects the amount of efforts he give tolearning about products and decidingwhich brands to buy.

The concept of involvement alsocharacterize difference in the intensity ofinterest with which consumers approach

their dealing.


3/16

Most definitions of involvement acknowledge following :

1. Is related to the consumers values and self-concept whichinfluence the degree of personal importance ascribed to aproduct or situation.

2. Can vary across individuals and different situations.

3. Is related to some form of arousal.

Involvements incorporates following critical properties

1. Intensity Degree of arousal

2. Directional influence.

If an individual is interested in the product or service he willactivate energy toward it. That is he will be motivated

towards the product or service.Stronger the degree of involvement the more intense the

motivated state will be experienced.


4/16

Diagram of major dimensions

Moderating Factors : -Opportunity to process

-Ability to process

Antecedents :

Person

Stimulus /

ObjectSituational

InvolvementProperties :

Intensity

DirectionPersistence

Responsefactors :

Search

Informationprocessing

Decision /Persuasion


5/16

Dimensions of involvement:

The concept of involvement is multifaceted & have number ofimportant dimensions. Figure outlines several of these dimensions.

Antecedents :

It is source that interact with each other to generate the degree ofinvolvement the consumer will experience at any particular time.

We can group the variables into-1. Person2. Stimulus/ object3. Situational categories


6/16

1. Person :

Variables categorize under this are personal needs, values,experiences and interests.

2. Stimulus / object :Products or stimuli that the consumer perceives to be closely relatedto his values, interests, experiences etc. are likely to lead to higherlevel of involvement. Given product will not generate some level ofinvolvement for all consumers. It means interaction of the product

with personal variables will generate unique level of involvement forevery person.

3. Situations:The type of situation a consumer faces can also influence the level

of involvement that will be experienced.


7/16

Moderating factor:Several variables or conditions may exists to limit or

constrain the impact of information on consumers& his state of involvement.

For example- A portion of a newspaper article aboutthe possible allergic reactions one can have to a

fiber but supplement might be unavailable becauseit was used to clean the cat box. Suchcircumstances limit the consumers opportunity toprocess information and consequently will

influence the level of involvement.

Similarly if the consumers knowledge about a partialas product is not up to a mark it will affect the

consumers ability to process the information.


8/16

Involvement Properties:Involvement as an internal state may be viewed as

having three main properties.

1. Intensity

Degree of involvement that consumer experiences.

2. Direction

It refers to focus or target of involvement.

3. Persistence

Length of time the consumer remains in a state ofinvolvement.


9/16

Response Factors:

How consumer behaves under different involvement conditions ?

It describes the mental and physical actions or reactions the

consumer engages in.

Search:

High involvement of consumer generates intense efforts inactively searching out sources of product and brand

information, conversely low involvement of consumer results inlittle active search for information.

Information processing:

After acquiring information consumer process it to determine its

meaning. The steps are viewed interns of hierarchy of effectsbecause they appear to describe the mental process that leadto purchase decision.


10/16

Decision / Persuasion :

Consumer who had a favorable change in attitudetoward the product may be expected to seek morepositive information about it and will have greaterpossibility of purchasing it.

If consumer has no strong attitude about any of the

specific brands. Only formalities will becomesufficient reason for purchase of the brand. In suchcases purchase decisions may be made based oncues such as pleasing background music or expert

looking spoken person.After the purchase and experiencing the product

consumer will develop some attitude about it.


11/16

Attitude:Attitude is one of the most important subject of study in

the field of consumer behaviour. Research forattitude form the basis for developing newproducts, repositioning existing products, creatingadvertisement campaigns and predicting brand

preferences as well general purchase behaviour.

Definitions of Attitudes-

Social psychologist do not agree on precise definitionof an attitude. However four definitions are morecommonly accepted than others.


12/16

1. Attitude is how positive or negative favorable or unfavorable

or pro or con a person feels towards an object.

This definition views attitudes as a feeling or evaluatingreaction to objects.

2. Attitude is learned predispositions to respond to an object

or class of objects in a consistently favorable or unfavorableway.

This definition incorporates the nation of a redlines torespond toward an object.

3. Attitude is an enduring organization of motivationalemotional, perceptual and cognitive process with respect tosome aspects of individuals word.


13/16

This views attitude is made up of three components.

1. The cognitive or knowledge component

2. The attractive or emotional component

3. Behavioral tendency component.

4. Persons overall attitude toward an object seem to be afunction of

1. The strength of each number of beliefs the personsholds about various aspects of the object.

2. The evaluation he gives to each belief at it relates tothe object.

A belief is probability a person attaches to a given pieceof knowledge being true.


14/16

Characteristics of Attitudes:

1. Attitudes have an object.By definition attitudes must have an object. That is they must have

focal point like abstract concept. Such as ethical behaviour or itcan be tangible item such as Television. The object can bephysical thing or it can be an action such as buying a lawnmower.In addition the object can be one item such as a person orcollection of items as a social group.

2. Attitudes have Direction, Degree and IntensityAn attitude expresses how a person feels towards an objects. Itexpresses

a. Direction- The person is either favorable or unfavorable toward theobject.

b. Degree- How much the person either likes or dislikes the object.

c. Intensity- The level of sureness or confidence of expressionabout the object.


15/16

Although degree and intensity might seen the same butare actually related, they are not synonymous.

For e.g.- A engineer may feel that one particular specialpurpose machine is poorly made. It means his attitude isnegative and degree of negative feeling is quite extensive.However engineer may have very little conviction or feelingof sureness (Intensity of attitude) that he is right.

3. Attitudes have structure:

Attitudes display organization, which means they haveinternal consistency and possess inter attitudinal centrality.They also tend to be stable to have varying degrees ofsalience and to be generalizable.

4. Attitudes are learned.

Just as a driving, a tennis stroke and tastes are learned soare attitudes. They develop from our personal experienceswith reality, as well as from


16/16

Sources of Attitude Development:All attitudes ultimately develop from needs and the values place upon

objects that satisfy those perceived needs.Personal Experience:People come into contact with objects in their everyday environment. Some

are familiar while others are new. We evaluate the new and reevaluatethe old and this evaluation process assists in developing attitudes towardobject.

Our direct experiences with sales representatives, products, services andstores help to create and shape our attitudes toward those market object.

Group Association:All people are influenced to one degree or another by other members in the

group to which they belong. Our attitudes also influenced by othergroups with which we wish to associate. All groups including family,work, cultural and sub-cultural groups are important in persons attitudedevelopment.

Influence others:

A consumers attitude can be formed and changed through personalcontacts with influentional persons such as respected friends, relativesand experts.

Opinion leaders are the examples of people who are respected by theirfollowers who strongly influence the attitude and purchase behaviour offollowers.

involvement and attitude

Documents