Consumer behavior - Article Example

Consumer Behavior Consumer involvement is an important aspect that defines the success of marketing. Involvement theory stems from the fact that consumers are rational beings and act to maximize their utility and welfare (Kimmel 39). As such, marketers must strive to activate a positive consumer involvement in their products. This is done through product promotion methods such as advertising. The various types of consumer involvement include; enduring involvement, felt involvement, situational involvement, cognitive and affective involvement.

Enduring involvement is a situation where a consumer shows interest in a product or a service for a long duration of time (Hoyer, MacInnis and Pieters 47). The consumers tend to involve themselves in the products and follow up on the progress of the offers. An example of enduring involvement is a motorcycle enthusiast who constantly researches about motorcycles to find the best models. Further, enduring involvement is characterized by substantial interest in activities that boost the enthusiasm.

Such activities include going to motor showrooms to check the models in the market.Situational involvement occurs when a consumer is interested in a product for a short time. The situation happens mostly as a result of need or demand for a certain commodity. The consumer may not have information or necessarily be interested in a long term involvement and looks for information to enable him make a purchase decision. For example, a consumer may get involved in smartphones when he or she wants to buy a phone.

However, the interest on smartphones fades when the consumer purchase a smartphone of his choice.There are instances where consumers report their interest towards a certain offering or decision. In such instances, the consumer exhibits felt involvement and feels motivated towards making decisions regarding certain offerings. A consumer gets involved in offerings that he or she has had a psychological experience with (Samli 131). Thus, felt involvement arises from a historical perspective of the consumer about a product.

For example, a consumer may form a positive opinion about a car that he or she has witnessed winning car races.Cognitive involvement occurs when a consumer is keen on understanding the offers in the market before making a purchase decision. The consumer then compares the information against his goals and makes a wise decision. In essence, cognitive involvement treats information gathering as part of the objectives off the consumer. For example, a consumer interested in a Ford Mustang car may inquire about the history of the car, fuel consumption and interior design of the car.

The consumer is interested in having all the information before making a decision by analyzing the information on the offers and his needs.Affective involvement implies that the consumer invests emotional energy into a product or an offering (Hoyer, MacInnis and Pieters 47). The consumer attaches emotions on the offering. An example is when a consumer watches romantic movies so as to experience romantic moments. Such a consumer gets highly involved with romantic films, and thus he or she purchases such movies out of emotions.

In conclusion, marketers can observe their target market and devise ways to stimulate consumer involvement in the products. Keillor argues that involvement of consumers is important in moderating advertisements and creating messages that trigger responses from the consumers, hence stimulating demand (261). Works citedHoyer, Wayne D., Deborah J. Maclnnis, and Rik Pieters. Consumer Behavior. 6th ed. Cengage Learning, 2012. Print.Keillor, Bruce D. Marketing in the 21st Century: Integrated Marketing Communication.

Portsmouth: Greenwood Publishing Group, Incorporated, 2007. Internet resource.Kimmel, Allan J. Psychological Foundations of Marketing. New York, NY: Routledge, 2012. Print.Samli, A C. International Consumer Behavior in the 21st Century: Impact on Marketing Strategy Development. New York, NY: Springer, 2013. Internet resource.