Thursday, March 4, 2021

Low Involvement vs. High Involvement

 In a post earlier this week, I made a reference to low involvement items. There are both low involvement and high involvement items. The customer has little invested in low involvement items so spends little time thinking about the decision, often relying on heuristics to make the decision:  "Hey, there are some Magic packs. I like Magic. I will buy one."  Low involvement items do not have a major impact on the consumer's life and their effect is generally fleeting:  "Do you want to play a game of Catan?"  "Sure.". Comic books are often a low involvement item as their comparatively low price makes picking up the first of a new series to check it out a low risk decision. 

High involvement items make more of an impact on your life, such as a house purchase, choice of college or even deciding to purchase a new game with which you are unfamiliar. Since learning a new game can take a considerable investment in time and learning, most people do not buy a game with which they are unfamiliar on impulse. They spend some time researching and thinking about it before making the purchase. Of course, once they purchase it and find they like it, purchases of future expansions become a low involvement decision.

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