Consumer involvement theory (CIT) is an insightful and simple way for marketers like you and me to preempt the psychology and behavior of our target market.
It boils down to three contests of the mind:
- Reason v Impulse
- Desire v Logic
- Passion v Prudence
High Involvement / Rational Purchases
These buyers are usually purchasing something expensive. In business it can be items related to technological infrastructure, renting an office, financial services or bank loans. In our personal lives it’s purchases like our house, car, TV, lounges or appliances.
The involvement level with these kind of purchases will always be high, the rational component will vary on the emotional scale.
For example:
For me, buying a new computer is something I must do for work. My selection is based on power, speed and memory. For my wife, buying a new computer is more to do with ego.
Having the right brand, one that looks nice amongst other furnishings. She knows very little about computer memory.
Advertising Tactic:
Advertising for "high involvement rational purchases" is usually the stuff you see used in the Internet marketing space. Sales letters or video sales letters that clearly define a product or services, and its features and benefits.
High Involvement / Emotional
Purchases that fall into this category are things like buying furniture for the office, employing staff or contractors, paying for advertising, holidays, recreational cars, and birthday parties.
Advertising Tactic:
Advertising for "high involvement emotional purchases" will usually focus on the outcome a consumer desires will eventuate if they purchase. The use of images & video, mixed with emotionally charged music will usually give consumer all the detail they need to justify them spending the money.
Low Involvement / Rational
Purchases that fall into this category are the things we buy without thinking, stuff we buy from habit without a thought. Things we buy off supermarket shelves, public transport, the coffee shop, and what we eat for lunch.
Advertising Tactic:
Advertising for "high involvement rational purchases" will usually focus on getting a consumer to switch brands so they start buying "the new product" without thinking. To achieve this you must break well established habits.
The only way to do that is to buy a consumer’s attention with coupons, discounts, free trials and any other bribe you can think of.
Low Involvement / Emotional
Purchases that fall into this category are things we buy for the gratification we feel. It's all about the emotional or sensual buzz we get after the purchase, although "short-lived". Things like chocolate, a massage, hiring a video, haircuts, and even a nice meal out.
You know the feeling when the mind is saying no, I'm too fat or I can't afford it. But we're overcome with a sense of emotion fueled by the feeling we're “gunna” get if we "just-buy-it".
Screw the consequences! It's almost as though our rational self is hijacked for the split second it takes to throw caution to the wind, and buy it.
Advertising Tactic:
Advertising for "low involvement emotional purchases" involves overselling a promise of pleasure.
We've all watched late night TV and seen ads where sexy ladies in skimpy lingerie make ridiculously disingenuous promises of a benefit to lonely men, if they buy (call the number on the screen). Although the context of these ads is not the most stylish example, the ads are a perfect example of how to light a fire in a consumer who is considering a "low involvement emotional purchase".
Be Interested. Not Interesting!
Simon U Ford
Engage Smarter.
P.S. Strong positioning helps in all these categories, especially in crowded product categories.
We'll be talking about positioning in the next week or two.