How Involvement Level Affects Consumer Buying
Buyers become psychologically involved when making the decision to buy a product. However, there are levels that determine the involvement. For example, if I'm out running errands and I'm thirsty, I will run into a convenience store and grab a bottle of water. Usually, I will grab any cold bottle of water and purchase it. It is a quick purchase that will probably last under a minute. Thus, my involvement level is low when buying my bottle of water.
However, my involvement level raises when I start to notice that I like one particular brand of water. So every time I run errands, I stop in the convenience store and search for that particular brand and purchase it. This is limited decision making involvement.
Now, let's say I'm tired of spending money on bottled water every time I run errands. I want to purchase a water distiller, which is an expensive purchase of $350. I decide to research water distillers online, reading through consumer reviews, product reviews and comparing and contrasting each distiller. After a few days of researching online, I finally make my choice. That is a high involvement level because I've invested a lot of time and energy on my decision to buy.
Now that you understand what is involvement level and how does it affect buyer decision making, you can tailor your business's product to the level of involvement you'd like. Are you creating and producing items of high or low involvement? Attracting the consumer through involvement is a positive way to build brand name, recognition and loyalty. Once you have a loyal customer base, the financial prosperity will come.