CONSUMER
INVOLVEMENT AND COMPLEX DECISION MAKING PROCESS
the
two conditions for consumer decision making shows in figure, (1), a
process requiring extensive information processing and (2), a high
degree of consumer involvement with product. Therefore to understand
complex decision making, we will first consider the nature of
consumer involvement and then describe the nature of decision making.
INVOLVEMENT AND
INFORMATION PROCESSING
the
reason that involvement is linked to complex decision making that,
generally, the higher the level of involvement, the greater the
search for information. Such information processing defines complex
decision making process.
CONDITIONS FOR
INVOLVEMENT
- importance of product:
- the consumer's self image is tied with the product.
- It has symbolic relation with consumer values,
- it is expensive
- it has some important roles in life2. has emotional appeal:
- the product must has some emotional values.
- Emotional attachment to buy products
3. is continuously of interest to the consumer
4. entails significant risks.
5. is identified with norms of a group.
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