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Involvement

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People can become pretty attached to products. Consumer’s motivation to obtain a goal increases the desire to spend the effort necessary to acquire the product and service they believe will be instrumental in satisfying that goal. However not everyone is motivated to the same extent when pressing my big convinced they can’t live without the latest iPhone while another is perfectly happy with three year old LG. Involvement is defined as a person perceived relevance of the object based on their inherent needs and values and interest. Consumers can find involvement in these objects. Involvement can be viewed as the motivation to process information. The type of information processing that will occur depends on the consumer’s level of involvement. it can range from simple processing where only the basic features of a message are considered all the way to elaboration with incoming information is linked to one’s pre-existing knowledge system. A person’s degree of involvement seen as a continuum ranging from absolute lack of interest to obsession on another. Consumption at the low end of involvement is inertia where decisions are made out of habit because the consumer lacks motivation to consider alternatives related to habitual decision making. At the high end of involvement, a passionate intensity for people and objects that carries great meaning for them mostly for extensive problem solving decisions.

Whether a decision is low, high, or limited, involvement varies by consumer, not by product, although some products such as purchasing a house typically require a high-involvement for all consumers. Consumers with no experience purchasing a product may have more involvement than someone who is replacing a product. High-involvement decisions carry a higher risk to buyers if they fail, are complex, and/or have high price tags. A car, a house, and an insurance policy are

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