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6-3
Other Models of Decision Making
Involvement• Elaboration
Likelihood Model• Low-involvement
marketing strategies• Variety-seeking
buying behaviour
Decision Heuristics• Availability• Representativeness• Anchoring and
adjustment
17-4
Elaboration Likelihood Model• Petty & Caccioppo
– Two questions:• Motivation to process?• Ability to process?
– When YES to both: HIGH elaboration• Central cues
–product
– When NO: LOW elaboration• Peripheral cues -
–source or ad
17-5
INVOLVEMENT
Decoding is ACTIVE
– That is, it requires EFFORT
– When will people to spend effort?
• 1. When they CARE about what you’re saying
–personal relevance
This is the concept of INVOLVEMENT
The personal relevance of the product
interest, price
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