Constructing Messages with Audience Involvement in Mind
BusinessDictionary.com defines the “level of involvement” as the intensity of interest that a buyer shows for a certain product in a particular purchase decision. Involvement, as a concept, has been embraced by marketing practitioners and is increasingly of concern to boards of directors.
Cho et al (2005) describes how they have devised a means of testing levels of values-, outcomes-, and impressions-relevant involvement for specific subjects. It seems that these three types of involvement are more inter-related than some scholars may have previously thought.
To simplistically summarize the differences between the three types of involvement:-
- Values-relevant involvement is related to belief systems. “I want that car because it has a small carbon footprint and it is made in my country.”
- Outcomes-relevant involvement is related to consequences. “I want that car because it is more economical to run and it supports local jobs and the economy.”
- Impressions-relevant involvement is related to one’s concern about others’ perceptions. “I want that car because I want my peers to see me as environmentally-conscious and/or as a patriot.”
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