Question

Most people quickly relate to the notion that some purchasing decisions are more involving than others are. What kinds of products or services do you consider highly involving?

Answer 1

Low-involvement products or services are generally inexpensive and pose a low risk to the buyer in case they makes a mistake by purchasing them; and high-involvement products often carry a high risk to the buyer in case they fail to make a wise decision. Buyers don’t engage in routine response behavior when products or services have high price tags. It include social risk (products that are important to the peer group), financial risk (highly priced items), or psychological risk (the wrong decision can lead the consumer to anxiety). In making such decisions, consumers often feel it is worth the energy and time needed to do research and consider solution alternatives carefully. Thus buyer collects extensive information from various sources, evaluates multiple alternatives, and invests substantial effort in making the best decision. A house, a car and an insurance policy are few examples. Such items are not purchased often however are relevant and vital to the buyer.