Question

Topic: Customer Behavior

Consumer Involvement And Recession

Posted by Anonymous on 1/28/2009 at 6:36 AM ET 250 Points
Looking for some info re the above. opinions, research, and experiences of how to increase or decrease levels of involvolment. I'm looking for more theortical but actual examples are good too!
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  • Posted on 1/28/2009 at 8:16 PM Accepted
    Not sure what you're seeking. What industry? What sectors? What continent? What kind of "involvement?"

    What are you going to do with the input? Maybe that will help us understand what you want.

    Ancillary question: Why would you want to decrease levels of involvement? (I doubt that anyone has done any good research on how to decrease involvement!)
  • Posted on 2/3/2009 at 4:14 AM Accepted
    Customer involvement is a function of the various percieved risks of the customer involved in the buying decision. the various types of the percieved risks of the customer maybe like social risk, psychological risk, physical risk , financial risk, differentiation, obsolence, etc. Increase or decrease in the level of any one or collective risks leads to increase or decrease in the customer involvement.

    For example if you want to increase the level of involvement with a product of a customer you link the product to hit the customers vulnerable areas or risks in customers cognition...for eg when wallmart says "everyday low prices " it activates the financial/price related risk of the customer. And using means end framework we can find that the customer has become motivated towards wallmart because of increased involvement caused by the tag line.

    Hope this analysis helped you.
  • Posted on 2/3/2009 at 4:24 AM Member
    There are also situations where the involvement might be required to be reduced. For example In ciggerettes the consumer involvement is already very high because its a habitual product. So now if the health bodies want to protect your health and prevent you from smoking they will come out with an ad which manipulates the risks in a manner that your involvement with "health" increases and involvement with "cigarette decreases".

    Involvement is linked to recession to the extent that recession decreases your financial position / income this in turn increases the customers financial risk.

    Good Question
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