Consumer Involvement Theory

CONSUMER INVOLVEMENT THEORY part of

MARKETING SUPERHEROES WORKSHOP!

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Exploration & Consumer Involvement Workshop!

Welcome to…

MARKETING SUPERHEROES

Consumer Involvement Theory

Stefan Andrei, 14 years experience as trainer & consultant in:

sales & business development communication, presentation skills & public speaking marketing strategy, market research product development

associate professor at the University of Bucharest, teaching advertising research at faculty of journalism over 300 project developed as:

senior trainer & consultant at Mindthletics consultant & marketing manager for Exact C&C (BBDO Group) consultant & product development manager for Impact RealEstate business development director at Sanoma Hearst senior researcher & team manager at GFK Romania research consultant at Mercury Research

graduated: Management Program JUMP, Helsinki School of Economics

Involvement: “the importance of the product to the consumer”

The connection with involvement?

Pygmalion

Pygmalion by Jean-Baptiste Regnault, 1786

The connection with involvement?

Self Fulfilling Prophecy

involvement

time & effort spend

A. time and energy an individual devotes to making the decision

Consumer involvement is based on 2 aspects:

B. the degree to which emotion or reason - feelings or logic - influence the purchase decision

high involvement /

emotional

high involvement /

rational

low involvement /

emotional

low involvement /

rational

4

segments

In what category would you include this service?

The purchase of a car falls in what category?

How about now?

What about sugar?

What about these chocolate treats?

Girls! How comfortable would you feel letting someone else choose your wedding dress?

high involvement/ emotional

emotionally evocative music, sounds and

visuals

high involvement/ rational

explanations of features and benefits

low involvement/ emotional

promise of pleasure, of gratification, of a sensually rewarding experience,

benefits, strong positioning

low involvement/ rational

coupons and other incentives, free samples

tell me and I’ll forget, teach me and I’ll remember,

involve me and I’ll learn.

Benjamin Franklin

Thank you and… !