Level of Involvement in Consumer Behavior
Consumer involvement is considered as an important variable that can help explain how consumers process the information and how this information might influence their purchase or consumption related behavior. However, there is wide agreement that the degree of involvement has a very significant effect on consumer behavior. Herbert Krugman, a researcher is credited with his contribution to the concept of consumer involvement. According to him, consumers approach the marketplace and the corresponding product/service offerings with varying levels and intensity of interest and personal importance. This is referred to as consumer involvement. Involvement variables are believed to precede involvement and influence its nature and extent. These variables are believed to be the sources that interact with each other to precipitate the level of consumers involvement at any particular time and situation. The extent of risk perception the consumer has with purchase decision can also influence the level of involvement. The perceived Continue reading