Consumer Behavior in Global and Digital World

Consumer Behavior in Global and Digital World

According to the consumer involvement theory, consumer involvement is defined as a state
of mind that motivates a consumer and leads to the identification of products or the services
offered, the pattern of the consumption and the consumption behaviour. It is the base for
seeking, processing, and transmitting of information by the consumers, making the purchase
decisions and making the evaluation of the purchases. An international marketer must design
the marketing mix in a way that turns the involvement in the organisation’s favour and
marketing communication plays an empirical role in the same. The application of the
consumer involvement theory in the international buying decisions can be explained in the
following segment.
According to the low involvement learning model, the low involvement products are the
products that are often purchased as a matter of routine and are low in terms of value and
risk. In the case of such products, the international marketer must follow a sequence of
cognition > behaviour > attitude. The international marketer can design an advertising
campaign using TV, as it would cover the consumers across the globe.
 The marketer can educate the customers about the products or the services by making
use of the advertising techniques that are music, hiring a popular celebrity or
spokesperson in the target region or nation, and special effects.
 The marketer would benefit if he would engaging in brand management by relating
the day-to-day habits, beliefs, lifestyle, and behaviour of the people of the targeted
region in the advertising campaign of the low involvement products.
As per the Learn-Feel-Do Hierarchy Model, purchases are a mix of cognition and thinking;
feelings and emotions. According to the model, products are classified into four categories
namely, the High Involvement/High Thinking, High Involvement/High Feeling, Low
Involvement/Low Thinking and Low Involvement/Low Feeling.