Involvement, Values and Attitudes

'A person's perceived relevance of the object based on their inherent needs, values and interests' (Solomon). It is the level of personal importance evoked by a stimulus leading to motivation to process information.

When purchasing a product, the consumer will show different behaviours for different products depending on their level of importance. For example, a tube of toothpaste will require little consideration on purchase compared to buying a new car which would involve many risks. A complex decision, such as buying a new car or a holiday, will more than likely require the involvement of more people and more buyer deliberation. This may be due to the need to satisfy certain values such as self-respect, a sense of belonging, security, fun and enjoyment and self-fulfilment as stated by Kahle (1983) as well as suitability for family members and practicalities. Research carried out by Laurent and Kapferer in 1985 states that the consumer's level of involvement is likely to be affected by an involvement profile which contains four main criteria: importance and risk (FTPEPS: finance, time, performance, ego, physical, social); probability of making a bad purchase; pleasure value of product category; sign value of product category (symbolism). They recognised that a consumer will become more involved with a product if it is a risky purchase or its intended use reflects or affects the individual consumer.

Solomon suggests that if marketers are aware of the factors that increase or decrease the attention of the consumer, with regards to their varying level of involvement with products, they can take steps to increase the likelihood that information surrounding the product will get through to the consumer and therefore boost their motivation to process relevant information. Examples of techniques that could be used to allow this to happen include: appealing to the consumers' hedonic needs (using sensory appeals in order to generate higher levels of attention); use novel stimuli, such as cinematography, sudden silences or unexpected movements in commercials to create harsh contrasts; capture attention with the use of prominent stimuli such as loud music and fast action; generate higher interest in commercials with the use of celebrity endorsement; build an ongoing, positive relationship with consumers; and provide interactive possibilities to create loyalty bonds online.

This advert above for the Sony Bravia LCD television is effective in its use of stimuli in order to grab the attention of the consumer, with the bouncy balls flowing through the streets. The use of colour in the balls contrasts with the plain block colours of the buildings and scenery used. The mesmerising music by Jose Gonzalez provides a contrast between the perceived fast movement of the balls and the gentle ryhthm of the music, almost transfixing the viewer to find out the true meaning of the advert and follow the journey of the balls.

This clip from Friends with Joey's new bag is an effective example of high involvement as well as Laurent and Kapferer's four components, in an unusual case as men are generally not perceived to use bags such as the one used in this clip. His decision to purchase the bag, in turn, affects his ego, social impact in the way that people, including his friends, have judged him, and performance in the way that the impression it gave made him unsuccessful in his audition.

Involvement can be seen as the motivation to process information. The attention of the consumer will be sought if it is perceived that there is a relevant linkage between the information and the values and needs of the consumer. A person's level of involvement can range from a complete lack of interest to an obsession. Involvement will be activated by certain stimuli that appear relevant to the consumer and when relevant knowledge has been processed in the memory, the level of motivation created will drive the consumer's buyer behaviour. 'Consumption of a stimulus can be characterised by inertia where decisions are made out of habit because the consumer lacks the motivation to consider alternatives. At the high end of involvement, we can expect to find the passionate intensity reserved for people and objects that carry great meaning for the individual' (Solomon).

Values

'A belief about some desirable end-state that transcends specific situations and guides selection of behaviour' (Solomon).

'An enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence' (Rokeach, 1973).

'If we believe our overall values drive our behaviour, then we should be concentrating on the important, underlying motives that drive consumers to make product or service choices rather than simply product attributes' (Ries and Trout, 1982).

Consumer's consumption activities are influenced by their values, adopted by parents, cultural influences, social influences or from events experienced during a lifetime, in order to attain a value-related goal. With regards to social networking, individuals with a similar belief system tend to overlap to allow them to be exposed to more information that ultimately supports their own beliefs. Value systems are a function of individual, cultural and social influences that vary hugely among each individual. Values that motivate people vary across cultures, although there is usually a set of underlying goals or values that the majority of members within that culture agree are important. It is the influence across society such as the ones mentioned above that determine the way marketers must act in order to grab the consumers' attention and not so much change their value systems but adapt the advertising/marketing of the product or service to the beliefs of the targeted consumer.

A list of values, as devised by Kahle (1983), defines the end-states of values that motivate people in the way that they live their life. It prioritises the main values that drive your lifestyle, for example: self-respect, being well respected, security, sense of belonging and fun and enjoyment. The consumer will make purchase decisions on specific products in order to satisfy and accomplish these beliefs/values.

Attitudes

'A person's consistently favourable or unfavourable evaluations, feelings and tendencies towards an object or idea' (Kotler).

Research has shown that people tend to develop attitudes through life experiences, influences of other people, and through core values of the culture they may belong to. 'People have attitudes regarding politics. religion, clothes, music, food and almost everything else. An attitude describes a person's relatively consistent evaluations, feelings and tendencies towards an object or idea' (Kotler). These attitudes will, in turn, influence the consumer's buying behaviour, putting people into a frame of mind of liking or disliking things and moving towards or away from them. Brand and product images are developed from the attitudes of individuals, creating a particular interest for the marketer in the way that they must research thoroughly into the types of attitudes already formed within their specific product target groups in order to fit the product into the existing attitudes, rather than forcing people to change their ways of thinking and their beliefs or values.

Timeline of events in my life that have made an impact on me

September 2008 – Started University
April 2008 – Went to Kefalonia in Greece to work in a hotel for the summer season
April 2008 – Left The Validium Group
December 2007 – Deaths of Granny and Granddad
July 2007 – Bridesmaid at best friends wedding
July 2007 – Started at The Validium Group
May 2007 – First experience of competing in Eventing
June 2006 – Dad diagnosed with cancer
July 2005 – London bombings
May 2005 – Started working for Bumble Thomas – International Event rider
July 2004 – Left Wycombe High School after A Levels
November 2003 - Passed driving test

July 2003 – First holiday to Kefalonia
September 2001 – New York terrorist attacks
April 2000 – School skiing trip to USA
September 1998 – Started Wycombe High School
July 1998 – Left West Wycombe Primary School
August 1997 – Death of Princess Diana
August 1995 – Caravanning with Granny and Granddad
August 1994 – PGL adventure holiday with best friend
May 1994 – First holiday in Greece
January 1992 – Started horse riding
February 1986 – I was born!!

It is these main events that have stuck in my memory having made such a significant impact on my life and my value systems in everything that i do today. They are the type of events that i can remember vividly, from where i was at the time, the people that surrounded me and even the smells and sounds that were present at the time. The majority of the events appear to new beginnings or endings - some that dramatically changed my life as i once knew it. Some of the events made me realise that you cannot take anything for granted as you never know what you will face around the next corner, they are the events that taught me to grab any opportunity if i have the chance and live life to the full everyday.

Harvard Project Implicit

'Project Implicit is a virtual laboratory for the social and behavioural sciences designed to facilitate the research of implicit social cognition: cognitions, feelings and evaluations that are not necessarily available to conscious awareness, conscious control, conscious intention or self-reflection. Project Implicit comprises a netowrk or laboratories, technicians and research scientists at Harvard University, the University of Washington and the University of Virginia. The project was initially launched as a demonstration website in 1998 at Yale University and began to function fully as a research enterprise following a grant from the National Institute of Mental Health in 2003'.

The test i chose to undertake is one that determines whether you associate males with careers and females with family. The results from my test show that i have a slight association of male with career and female with family compared to female with career and male with family. The results are determined by the speed of your reaction when relating male and female names to the correct location on the screen, as well as relating words linked with career and family to male or female depending on whether male or female is linked with career or family. The information below shows the overall results of the gender-career test for all participants of this particular test.

Gift Giving

Gift giving is about emotionally connecting the giver and the receiver with the use of a tangible (or possibly an intangible) object. Research carried out by psychologists and marketers, among others, have found that giving gifts is a surprisingly complex and important part of human interaction, helping to define relationships and strengthen bonds with family and friends (The New York Times).

Gift Giving can be viewed as a ritual involving the selection, presentation, acceptance and interpretation of a gift, which can be accentuated during every holiday or special occasion. It can be interpreted as a symbolic exchange where the giver is motivated by acknowledging the social bonds between people. The situation in which giving gifts take place can be influenced by certain cultures, occasions or ceremonies whether they are personal or on a professional basis (Solomon et al).

The business of buying gifts is seen as the 'ultimate in emotional consumerism', as it is all about an emotional connection between the giver and the recipient. 'Whenever consumer shopping behaviour is driven by emotion, the shopper's goal is to buy a thing to achieve a special feeling, enhance an emotional experience or deepen an emotional reaction.' It is seen to be an action that will strengthen the emotional connection between individuals (Admap article). The giving of gifts allows retailers and marketers to target two individuals at one time, with the constant desire to establish effective relationships and positive experiences. Helpful retailers and clear, concise marketing will guide the giver through the difficulties of the decision making process encouraging them to become a repeat gift giver and also to return to the particular store many times after. 'Gifting is an emotionally charged chance for retailers and manufacturers to connect directly with two target markets at once which gives gifting its opportunity for exponential marketing impact' (Admap).

The Buyer Decision Process

Kotler et al describe the buyer decision process in a 5-stage model: need recognition - the first stage of the buyer decision process in which the consumer recognises a problem or need. Information search is the second stage in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search. The third stage of the decision process involves the evaluation of alternatives where the consumer uses information to evaluate alternative brands in the choice set. The fourth stage focuses on the purchase decision in which the consumer actually buys the product, and the fifth and final stage is known as the post-purchase behaviour in which the consumer will take further action after purchase based on their satisfaction or dissatisfaction. This process becomes increasingly heightened during the purchase or a gift creating a certain level of high involvement. Although the gift may not be highly expensive in comparison to a computer or a laptop, there is a risk concerning the desired emotional response or connection created by the gift between the giver and receiver.

Involvement can be defined as 'a person's perceived relevance of the object based on their inherent needs, values and interests' (Solomon).The level on involvement required by the consumer when making a purchase decision can be classed as high or low. Low involvement products, such as day to day, routine cleaning products or household goods, require little thought and time during purchase, they become more of a habitual purchase. Cars, for example, follow a different lead when it comes to a purchase. There are many factors to weigh up before making a final decision. These could include price, performance of the vehicle and family considerations.

Gift giving has a huge impact on marketing in the way that 'there is no longer a single gifting season'. This is an especially important trend for retailers who typically do a very good job serving gift shoppers for those predictable holidays --Christmas, Mother's Day. Valentine's Day and Father's Day are the top ranked gifting holidays -- but they need to develop strategies to make their stores a better destination for gift shopping all 365-days a year' (Unity Marketing). The experience established within the store by the giver influences their choice and ultimate purchase decision of a gift. It they encounter a negative experience, it is likely that they will not return to the shop depending on the severity of the incident that occurred. However, if the experience was of a positive nature the consumer is highly likely to return and also spread their experiences by word of mouth to friends and family who would then be influenced to make a visit. The purchase of a gift is one that involves a great deal of thought, a decision that requires many questions to be answered, for example: what would the recipient like? What occasion is the gift for? What type of relationship do i have with the recipient? The role of the retailer is to create the maximum pleasure out of the visit that will be strong enough to influence the recipient as well as the giver. The smallest finishing touches can be key to creating this level of impact on the consumer with the use of special gift-wrapping services or complementary scented products/decoration as finishing touches to the service.

'Store choice for gifts is controlled by the left brain, but gift selection is right-brain dominated' (Admap).