Elaboration Likelihood Model

5.  What is involvement level and how does it affect buyer
decision making for large and small
purchases? Involvement level divides into two
categories:
•
•
high involvement and
low involvement.

6. High
involveme
nt
For example:
Financial
Services
For Example:
Jewelry or a
car
Low
involveme
nt
For Example:
Routine
Purchases
such as tooth
Paste
For Example:
Impulse/less
routine
Purchases
such as
candies
Rational
Emotional

7. High involvement purchases are higher priced items

such as luxury products. With these purchases, the
consumer will research to eliminate the risk. For
example, a luxury car is a high involvement purchase. It
is risky because the consumer will pay a high amount of
money toward the purchase. To spend this much money
without research is risky behavior. Thus, consumers
research high involvement purchases such as luxury
cars, motorcycles, boats, etc. Also, with high involvement
purchases, there is brand loyalty i.e. if you paid for your
Porsche and love your Porsche, the next car you will buy
is a Porsche.
respond to a marketing motivation.

8. With low involvement purchases, there is little
risk if any at all. Examples of low involvement
items are toothpaste, bar soap, snack foods, etc.
Consumers do not research or put forth a major
decision making effort when buying these
products. In other words, they automatically buy
the product and there is little involvement.

9. How Involvement Level Affects
Consumer Buying
 Buyers become psychologically involved when
making the decision to buy a product. However, there
are levels that determine the involvement. For
example, if I'm out running errands and I'm thirsty, I
will run into a convenience store and grab a bottle of
water. Usually, I will grab any cold bottle of water and
purchase it. It is a quick purchase that will probably
last under a minute. Thus, my involvement level is
low when buying my bottle of water.

10. Richard Petty and John Cacciopo presented
Elaboration Likelihood Model
An Influential Model
Attitude
Formation
And change
Describes how consumers evaluate
Both low level
and
High level
Involvement

11. There are two means
of persuasion in this
model
Central Route
Peripheral Route

12. In Central Route attitude formation or
change stimulates much thought and is
based on
 hard-working
 Thorough
 Diligent
 And attentive considerations most
important of the Product information.

13. In Peripheral Route attitude formation
or change occur include:
 much less thought and
 Results from the association of the
brand with either positive or negative
peripheral cues.
 Peripheral cues include celebrity
endorsement , a credible source or any
object that create positive feelings.

14.  Consumers follow the central route only if
they possess sufficient motivation, ability and
opportunity.
 In other words consumer must want to
evaluate a brand in detail, have the
necessary brand and product service
knowledge in memory and have sufficient
time and proper settings.
 If any of these factors are lacked consumer
tends to follow the peripheral route and
consider less central factors in making
decisions.