human behavior assingment

1 . Consumer Involvement is referred to as the extent of information sharing and the likeness towards a product . As stated by Herbert Krugman in Public Opinion Quarterly 1965 , there are two entirely different ways of experiencing and being influenced by mass media . One way is characterized by lack of personal involvement . The second is characterized by a high degree of personal involvement . By this we do not mean attention , interest , or excitement but the number of conscious "bridging experiences " connections , or personal references per minute that the viewer makes between his own life

and the stimulus , with low involvement one might look for gradual shifts in perceptual structure aided by repetition , activated by behavioral- choice situations , and followed at some time by attitude change . With high involvement one would look for the classic , more dramatic , and more familiar conflict of ideas at the level of conscious opinion and attitude that precedes changes in overt behavior (Krugman 1965 ,

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Low involvement and high involvement products are based on the consumer 's perception and buying decisions involved . In general , high cost business purchases or purchases which involve the consumer do more research before making a decision on the purchase are high involvement decisions . Low involvement decisions on the other hand are purchases made out of habit or without much analysis on the product . The relationship between a buyer and the product in low involvement purchases are ephemeral and consumer may switch brand depending on the cognitive ability to relate with new...