There are factors that determine the level of involvement a purchase has. These factors include previous experience, interest, perceived risk or negative consequences, and social visibility (McDaniel 98). The more previous experience one has with a product, the lower level of involvement, whether it was a bad or good experience. Depending on how much a consumer is interested in the product, they will either spend a lot of time on the purchasing process to find the best product or no time at all if they know exactly what they are looking for. If a product has higher risks such as losing a great money or causing anxiety, this could make a consumer spend more time deciding what to purchase. Lastly, the social visibility of a product makes a statement about the purchaser, which could lead to positive or negative judgement. “Other factors include the value a product has, the durability of the product, and the number of competing products” (In class notes 10/17). It is very important for marketers to understand the concept of involvement because “marketing strategy varies according to the level of involvement associated with the product” (McDaniel
There are factors that determine the level of involvement a purchase has. These factors include previous experience, interest, perceived risk or negative consequences, and social visibility (McDaniel 98). The more previous experience one has with a product, the lower level of involvement, whether it was a bad or good experience. Depending on how much a consumer is interested in the product, they will either spend a lot of time on the purchasing process to find the best product or no time at all if they know exactly what they are looking for. If a product has higher risks such as losing a great money or causing anxiety, this could make a consumer spend more time deciding what to purchase. Lastly, the social visibility of a product makes a statement about the purchaser, which could lead to positive or negative judgement. “Other factors include the value a product has, the durability of the product, and the number of competing products” (In class notes 10/17). It is very important for marketers to understand the concept of involvement because “marketing strategy varies according to the level of involvement associated with the product” (McDaniel