Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
Professional Development Solutions
Schedule of Events
Digital Marketing World
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 626,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
MProfs PRO Seminar Q&A
Topic: Student Questions
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
High Involvement And Low Involvement Products.
Posted by Anonymous on
7/9/2004 at 5:07 PM ET
Are all products that we buy either high involvement or low involement? Can they be classified into a third category?
How do we promote a product which may be high involvment to one market segment but low for another,e.g. shampoos are high involement for females but may be low for males.
Can a low involvement product be converted into a high involvement one. Lastly, are all impulse buys low involvement products?
I am just curious about this because I recently read about this concept and it has me thoroughly confused. Please help me understand.
Peter (henna gaijin)
7/9/2004 at 5:54 PM
I decided it would be best for me to see the definition before I tried to answer this. The following are from
High involvement products - products for which the buyer is prepared to spend considerable time and effort in searching.
Low involvement products - Products which are bought frequently and with a minimum of thought and effort because they are not of vital concern nor have any great impact on the consumer's lifestyle.
Given this, all impulse buys would be low involvement.
Also, the involvement level for a product can change due to circumstances. I think the initial choice of a shampoo for a woman would be high involvement, but once they make the choice to buy that brand, any repurchases of that brand would be low involvement.
But if she changes her hair style or color such that the current shampoo doesn't work any longer, buying shampoo could then become a high involvement decision again until she settles on a new brand which she likes and repurchases.
You asked whether there were just high and low, or if there is a third category. I suspect that high and low impact is actually a range, and a product would fall somewhere between the highest and lowest impact depending on how they feel the purchase decision would impact them.
7/10/2004 at 2:33 AM
The most interesting take on High vs Low Involvement Products that I have read comes from Prophet's Scott Davies and Michael Dunn in their book Building the Brand Driven Business.
They argue that the decision cycle for both types of products is exactly the same, it just happens faster (ans less consciously) for LIP.
The decision cycle (which is also explained in Kotler's Marketing Management) goes something like this:
Realise the need, research, assimilate, decide.
Generally, we tend to think that HIP products are expensive, while LIP products are not. I agree with the above, that the context of the purchase is more likely to determine how consciously the brands in the consideration set are evaluated, than the dollar value of the purchase.
For a corporate buyer the research phase will invariably take longer than for individual buying, as the buyer needs to justify their decisions to the company.
The holy grail for marketers is to have their products move from a HIP item to a LIP item. This is achieved by removing all doubts that the product solves the need, and that the brand promise resonates with the buyer.
BACK TO TOP
Post a Comment
Take 10 / Online Seminars
The Most (and Least) Effective Keywords in Email Subject Lines
by Ayaz Nanji
Get Rid of Your Lousy 'About' Page Once and for All
by Sonja Jobson
Six Trends for 2014 in Mobile Marketing and Advertising
by Gregory Kennedy
B2B Lead Generation Trends for 2014: What's Hot and What's Not ...
by Seth Price
What Are the Best Days and Times to Post on Instagram?
by Ayaz Nanji
See more marketing articles »
Take 10: Key Tips to Consider When Creating a Digital Strategy
MarketingProfs University: How to Make Your Content the Belle of the Marketing Ball
Three P's of Successful Marketing Teams: People, Perspective, and Process
Take 10: Three Ingredients That Turn Engagement Into Measurable Business Results
Future-Proof SEO: Immunize Your Business Against Search Engine Updates
See more online seminars »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with