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3/21/12Group 8

High InvolvementLow

Involvement

Group 8 :Harsh Vasu

(65)

Binal Dave

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Definition

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3/21/12Group 8

CITMod

el

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Products

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HIGH INVOLVEMENTRATIONAL

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High Involvement Rational

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HIGH INVOLVEMENTEMOTIONAL

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High InvolvementEmotional

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LOW INVOLVEMENTRATIONAL

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Battery/ Petrol Try to break buying pattern Price cuts / offers

Brand

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Low Involvement Rational

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LOW INVOLVEMENTEMOTIONAL

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Pleasure Psychology of buying Attract attention

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Low InvolvementEmotional

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Left Brain Rational, Active, Realistic Reading , Speaking,

Right Brain Emotional, Impulsive, Intuitive Images

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Split brain theory

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Split brain theory

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RATIONAL PRODUCT

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EMOTIONAL PRODUCT

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Buying Behaviour

Significantperceiveddifferencesbetween brands

No significantperceiveddifferences

between brands

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COMPLEX

BRAND

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BRANDLOYAL(DISSONANCE

REDUCING)

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VARIETY SEEKING

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HABITUAL

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Did you enjoy watching theAd?

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Did you enjoy watching theAd?

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What strikes you the mostabout the ad?

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What strikes you the mostabout the ad?

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After seeing the ad, do u

believe that you will thinksmarter after drinking

sprite?

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After seeing the ad, do u believe thatyou will think smarter after drinkingsprite?

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What do you think this adis trying to tell you?

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What do you think this adis trying to tell you?

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How do think this ad has

influenced your perceptionabout Sprite, as adrink/brand?

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How do think this ad has influencedyour perception about Sprite, as adrink/brand

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Do you like Sprite moreafter seeing this ad?

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Do you like Sprite moreafter seeing this ad?

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Do you think a YES canChange your Life?

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35/44

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Do you think a YES canChange your Life?

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Do you feel emotionallyconnected to YES Bankafter seeing the ad?

Do you feel emotionally

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Do you feel emotionallyconnected to YES Bank

after seeing the ad?

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What strikes you the mostin the ad?

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What strikes you the mostin the ad?

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What kind of a place YesBank is?

h ki d f l

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What kind of a place YesBank is?

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What do you think the Adis trying to convey?

Wh d hi k h Ad

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What do you think the Adis trying to convey?

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Thank You