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High and Law Involvement Buying
Pages 8 (2008 words)
Marketing High and Low Involvement Buying Advertising is one of the ways used in marketing as it acts as a channel to make a product known to the consumer. An advertisement is used as a persuasion to the consumer so that he/she can purchase the product in context (Groucutt, Leadley , Forsyth (2004).
An example can be, when one wants to purchase a product like hair gel, that is from different companies and they have a similarity in price. The consumer has to find a difference to convince them to buy one product and this makes a great impact on the consumer’s decision. On the other hand, a consumer may be confused in purchasing two similar goods but which are different, in terms of quality and price. This also, can be known as ‘high involvement in buying’ and the consumer usually looks for what will be favorable for them financially and the best quality (Groucutt, Leadley , Forsyth (2004). An example could be seen when one may be interested in purchasing a TV and they have to decide between a high quality one that is very expensive versus an average one that is of a much lower price. However, effects of advertisement fall under short persuasion. These effects are not obvious but in order to understand them, there has to be a measure of these effects. To understand these effects, a beam balance can serve as a good tool. Two brands are put on either side of the beam, it can only take a very small feather to cause a change on the balance when placed on one side of the beam. ...
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