The Concept Of Involvement Is Becoming Important Today Marketing

1217 Words Nov 11th, 2014 5 Pages
The concept of involvement is becoming really important in marketing. This concept was introduced in the mid-sixties by Krugman and his presentation of low involvement learning. Involvement was initially a concept used in social psychology (Houston and Rothschild 1978). Involvement was linked with individuals’ self-esteem and ego and how each individual’s values, culture could influence his/her actions. For example, individuals considered as highly involved would be more likely to solve a problem using their own experience (Sherif and Cantril 1947). This seems easy to accept: if one 's very self (the ego) was highly involved, then one certainly could be expected to take a stand on an issue. Furthermore, there was another related view which supposed that involvement referred to the effects of external stimuli on individuals based on their values and culturak background (Ostrom and Brock 1968).
Later on, the concept of involvement was used in marketing because marketers realized that consumers’ behavior is related to their personal beliefs, experiences and values. Later on, the concept of involvement was used in marketing because marketers realized that consumers’ behavior is related to their personal beliefs, experiences and values. Those personal traits represented the basis of any purchase decision, hence the increasing use of the concept of involvement in marketing issues (Hupfer and Gardner 1972).
Thus, involvement is “a person’s perceived relevance of the object based…

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