Changing consumer involvement

  • Maria Brigitte Hansen
  • Thomas Johncke

    Student thesis: Coursework Masters - CDU

    Abstract

    The aim of this dissertation is to investigate whether and how marketers can increase consumer involvement and identify the factors which the marketer is able to influence to achieve this. The dissertation extensively elaborates on the involvement concept by reviewing present consumer behavior models by Assael (1995), and Engel, Blackwell and Miniard (EBM) (1995). The review reveals weaknesses of the theories in acknowledging the important role the degree of involvement plays in the decision making process. We attempt to eliminate these weaknesses by developing an alternative approach which incorporates the significance of involvement and the interaction between individual and environmental factors, which is neglected in the EBM-model. We identified three key factors (1) linkage with higher involvement issues, (2) focus on the benefits and advantages provided by the product and (3) consistency with consumer self-image as principal factors which the marketer can adapt advertising and brand image in accordance with. In addition, specific recommendations are provided of how the marketer can identify variables influencing the key factors for specific products. Furthermore we found, that the important issue is not just to increase involvement but to increase it relatively to competitors brands.

    As a result, this dissertation suggests that it is possible for marketers to increase the consumers degree of involvement by enhanced accommodation of the interest of consumer segments. Marketers are recommended to perform extensive market research into the interests, motives and attitudes of targeted consumer segments, in order to develop marketing campaigns consistent with consumer interest.
    Date of Award1996
    Original languageEnglish

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