Answer to Question #206585 in Management for PAS

Question

SUBJECT : CONSUMER BEHAVIOUR 

Explain in detail Involvement theory along with its application on the study of consumer purchase decisions.

Answer 1

The theory of involvement argues that there are high and low involvement purchases. It implies that the Consumers' involvement entirely depends on the extent of participation of purchase to a consumer. When the consumer is buying something that is not long-lasting, they are not much involved, but when buying something that will last for years, the consumer's involvement will be high before buying it. The consumers decide after much deliberations. Several factors determine the degree of participation, such as culture, knowledge, lifestyle and social system.