Mkt 510 Assignment 3 Information Searches

MKT 510 Assignment 3 Information Searches Name MKT 510 Tutors Name 04/03/2014 MKT 510 Assignment 3 Information Searches While there is no precise definition of involvement in marketing, there is a common view that involvement is a personal level mental feeling of peoples affection, importance and personal dependency to a product, which is based on a kind of motivation in consuming that class of product (Assail, 1981). Consumer involvement is also defined as a psychological state that motivates people to be better informed and careful about persons, objects, and conditions. It indicates the level of personal value that the person attaches to such persons, objects, and conditions. There are, therefore, high, medium, and low involvement consumers and purchases. Consumer decisions are influenced differently depending on their experience and knowledge. The level of involvement is a reflection of the importance or interest the consumer attaches to the information required to make a decision. The level of involvement varies from consumer to consumer although some products are typically high involvement products. Low involvement products are typically inexpensive or moderately priced everyday items they are low value and low risk. They are often purchased as a matter of routine (Engel Blackwell 1982). Example