What's high involvement to you might be low involvement to me and vice versa - it's all relative.

Low involvement would be things that are bought on impulse or where the risk of making a purchasing error is not that great. Things like buying a drink, headsets or perfume from the duty free catalogue.

High involvement could be a purchase that takes some consideration and perhaps has a higher penalty for making a mistake. Choosing between first class and business class would be an example.

Waiting to purchase a ticket on standby might be either a low or high involvement. It would depend on how the purchaser views the risk of not getting a ticket or her time waiting.

A low involvement service might be hiring a porter.

Good luck,


ethnicomm inc.

hi there
from my own understanding as well as the other one on top of me has put it high involvement depends on who you are but on the topic given
my feelings ar like this
on a bussiness class ticket and first it depends on the type of traveller if he is a frequent flyer ie a top executive then there wont be high involvemnt it will be a neccesity for him to travel in bussiness class and price will consider little or not at all in his deciion thi is due to thimngs like postion in society,income levels, whos paing the ticket
while a non frequent or holiday traveller much attention will be given to price as he is traveliing on budget and he want spend much to avoid jeopadising his budget and he will go for what he sees as abargain and in him everything will be a high involvemnet as he or she will need a vlue for money but assuming the airline is
offering special bussiness class ticket reduced for sometime say one week or any day then there want be high involvemnt it will be like an impulse buying since its a bargain
but for the same person if he is travelling lets say for medical reason then there should be high involvemnet like in cost and benefits of travlling in bussiness class or economy depending on condition
so the consumer buyer behavior will be dependent on mainly circumstances, postion in soceity, phsycological factors ,income levels and disposable income