Involvement Theory that Creates Consumer Motivation in Buying Decision
Assignment Objective
Discuss involvement theory and its implication for marketers. For a product of your choice, indicate your marketing strategy to market it to a low involvement consumer and a high involvement consumer.
I. Introduction
Humans as social beings are never satisfied. According to Abraham Maslow in his theory of hierarchy needs, humans are always trying to increase their level of satisfaction (1987). To fulfill their needs, humans are using the brain to think and then conduct their decisions and actions. These processes are interesting, because there are a lot of factors involved in the process of human decision-making. Here is the role of marketers to fulfill and also create the humans' needs.
Advertising is one of the ways to fulfill and create the humans' needs. In today's marketing trends, marketers are trying to develop an advertisement that psychologically hit the humans' brain sweet spot. This paper will discuss the relations of human's brain, involvement, and motivation in buying decisions.
II. Human Brain and Its Function
It is widely known that human's brain consist of two parts, which are left hemisphere and right hemisphere. Each of these hemispheres has a special function that processes information received by humans (Schiffman and Kanuk, 2007, p. 240). However, both of these hemispheres are related one to each other by a nerve system called corpus callosum (Flemming, 1981, p. 24). A study by Flemming Hansen (1981) shows that if corpus callosum does not work as it should, human's brain will be not perfectly able to process information received by the eyes. Hansen's examination on normal human' ...