"The Low-Involvement Learning Model: Low involvement products are those products that are inexpensive or maybe moderately priced; they are low in value and risk; and, are frequently purchased. Often, they are purchased as a matter of routine. Example, toothpaste, soap, bread etc. For such products, the consumer gives little thought, and feelings may not be formed for the product until after the purchase has been made. So the tri-component, cognition, attitude and behavior are arranged in a manner such that cognition leads to behavior that finally leads finally to attitude. Cognition Behavior Attitude. Marketing communication through audio visual media, i.e. TV and radio follows this principle. Through the advertisement, the marketer educates the consumers about his product offering and the brand; this may be a new product or a modified version of an existing product; he tries to create awareness and form beliefs about the brand. At this stage he does not aim at forming/changing attitudes; he just aims at developing cognition through the message content. Thus, the marketer tries to replace the old beliefs with new ones, without first changing the attitude. Further through special effects and picturization of the product/service offering, message context, jingle and music, as well as the celebrity/spokesperson, the marketer tries to elicit a behavior on part of the consumer to buy his product. If the consumer is satisfied with the purchase, he feels that he has received a positive reinforcement, and he learns to buy the same brand again. On the other hand, if he is dissatisfied, he receives a negative reinforcement and the likelihood of repetition of that behavior (i.e. of buying the same brand) is reduced. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
Add a comment