Question

Reference is made to the Elaboration Likelihood Model proposed by Petty and Cacioppo (1983).

Compare and discuss High involvement versus Low involvement consumers in processing the advertising messages. Meanwhile, suggest how marketers could use various marketing strategies differently for both categories of consumers in order to affect the consumers’ attitude (opinion) towards the product.

Answer 1

A) High involvement consumers are those who are actively thinking about the product and in them,a high energy is aroused. this energy is directed towards some particular consumer activity. high involvement consumers will be directed or encouraged to process the central cues(the content of the message) such as arguments in the message and will be induced according to their quality(central route).

Eg: buying a car, house, etc

Low involvement consumers are those who are not actively thinking about the product and hence lower levels of energy is aroused within the consumer. This type of buying is also known as "impulsive buying". Low-involvement products are often cheap and of low risk to the customer if he or she makes an error by buying them. In contrast to high involvement consumers, they will focus on and will be encouraged by peripheral cues (external to the merits of an argument) such as source attributes(eg: advertisement by a film star, cricketer, etc) and not the arguments as in the case oh high involvement consumers(peripheral route).

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B) Marketing strategies

High involvement consumers

• provide unique value: high involvement consumers analyze each product of a segment so providing unique value will help to have a significant position in that segment
• Awareness: consumers should be made aware of your product, its benefits, and its uniqueness, only then they would consider buying your product.
• Post-purchase services: High involvement consumers generally buy high valued goods, so they should be provided adequate after-sales services, if not the company's goodwill will be seriously affected.

Low involvement consumers

• Celebrity advertisement: Celebrity advertisement encourages a consumer to buy the product with no planning because they wish it. Eg: Taylor Swift in the coco-cola advertisement, David Beckham in H&M advertisement, etc.
• Making products easily available: Most low involvement products are cheap and to increase its sales a company should make it accessible to wide public.
• Attractive design and packing: Attractive design and packaging create an impulse in the consumer to pick up the product of the company from the lot.
• Attractive tagline: Attractive tagline will encourage and induce the consumer to buy the product by creating an impulse in them