Consumer Involvement in the Decision-Making Process

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  • 0:00 Consumer Involvement
  • 0:36 Levels of Involvement
  • 2:16 Factors Influencing…
  • 3:57 Lesson Summary
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Lesson Transcript
Instructor: Savannah Samoszuk

Savannah has over eight years of hotel management experience and holds a master's degree in leadership.

How involved are you when purchasing a new product or service? This lesson will take a look at the different levels of consumer involvement in the decision-making process.

Consumer Involvement

Think about the last time you made a purchase. How involved were you in the decision making to make the purchase? Was the product or service something you invested a lot of time researching, or did you just go out and buy it? Consumer involvement is the state of mind that motivates a consumer to make a purchase, or the importance a consumer places on a product or service. There are different levels of involvement a consumer can have in the decision-making process and different factors that influence that involvement.

Levels of Involvement

Sally is looking into purchasing a house. This requires Sally to do research on the neighborhoods she wants to live in, the schools in the area, the type of house, the distance the house is from her work, and so on. This type of purchase requires a high level of involvement. Depending on the type of purchase and how important the product or service is to the person impacts the level of involvement.

  • Low Involvement: These type of decisions are considered habitual decisions and are products or services that a person buys on a regular basis and does not have to do any research on. For example, a low-involvement decision can include groceries, laundry detergent, and household items that are purchased all the time, and the consumer already knows what they want to buy.
  • Medium Involvement: These type of decisions are considered simple decisions that are made in the store and not over a long amount of time. A product or service that only requires medium involvement can include a new pair of shoes. The consumer will be more involved than they were with household products, but they are not necessarily doing research on the new shoes they want to buy. They will go to a store and try on different pairs of shoes until they find the pair they want.
  • High Involvement: These types of decisions take time and require research. Typically, the more money a consumer is going to spend on a product, the more involved they will be in the decision-making process. These types of purchases can be expensive jewelry, vacations, cars, and houses. The consumer will not make the decision in an instant, but instead will compare products or services and eliminate their risk.

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