Question

Is low-involvement learning really widespread? Which products are most affected by low-involvement learning? Please explain it in 500 words.

Answer 1

The low-involvement learning model-

Low-involvement products. Learning is a key to consumer behavior. Low-involvement products are those products that are frequently purchased, low or moderately priced, low in value and have low risk. These products are purchased as part of routine activities. Examples of such products are toothpaste, salt, soap, etc. The consumer gives little thought for the purchase of the product. The tri-component in the model is arranged as cognitive leading to behavior and finally to attitude. If the consumer is satisfied with the product, then he has received a positive reinforcement and repeats the purchase of the same brand. If the consumer is dissatisfied with the product, then he receives a negative reinforcement and stops buying the brand.

Low-involvement learning situation is when the consumer has little or no motivation to learn the material. Involvement is a function of the interaction between the consumer, stimulus and finally the situation. How a consumer reacts to a situation in response for learning is called involvement. Incidental exposure is a term used to indicate a person’s involvement in a particular brand when other brands are also exposed to the consumer. Low-involvement learning that occurs with incidental exposure is pertinent for marketers to learn more about consumer behavior.

Yes, low-involvement learning are widespread than high-involvement learning. This is because consumers prefer buying by inertia than purchasing by complex decision-making. High-involvement learning is important to consumers whose values are connected to self-image and tied to consumer values. These high involvement products are expensive and have an important functional role. Such products entail significant risks. They are also identified as norms of a group. The high-involvement purchase happens on situational basis. For consumers who have a high-involvement interest in such products, the web plays a critical role in keeping them connected to other enthusiasts. Since the high-involvement products are not much preferred by consumers and are purchased occasionally, the high-involvement learning process is not widespread as the low-involvement learning. Low involvement learning is when the consumers do not consider the products to be important and they do not connect themselves with them. The level of involvement is pertinent to determine of how the material is learning.

Products that are most affected by low-involvement learning is when the products are purchased as a routine activity and does not involve any significant risks. Consumers consider these products as low value. Such products are utility products, for example, salt, toothpaste, soap, bread, etc. The products that are bought frequently by consumers are most affected by low-involvement learning.

To conclude, it is pertinent to say that understanding consumer involvement (high or low) in learning a process or material is critical for the success of the marketer. The overall success of an organization rely heavily on this aspect.