Involvement, Values, Attitudes 23-01-09

The level of involvement which is used when buying a product varies dependant on what the product is. The more interested the consumer is in the product the more involved they will be. Laurent & Kapferer (1985) argue that there are four different components regarding the amount of involvement used.
1 – Importance and Risk
This looks at six different aspects that the consumer wants the product to undertake. Finance, Time, Performance, Ego, Physical and Social. An example of this would be a kettle, Finance – Is it worth the money, Time – how long will it last, Performance – does it work, Ego – is it branded, Physical – will it burn me and Social – does it look attractive/match.
2 – Probability of making a bad purchase
3 – Pleasure value of the product category
4 – Sign value of product category (Symbolism)

Our values differ from each individual, but individuals do not always act according to their values. these values come form past experiences and individuals backgrounds.

Key events happen all over the world, developing peoples value system. This timeline shows events that happened in my life and those that happened around the world. Some have affected me more than others as they are a lot clearer in my mind. September 11th and my brother being born are extremely clear, knowing exactly what happened and describe every detail.

By looking at the Harvard tests (WEB) different ways to see how different individuals react around people who they see as different and they relate to them. I chose to do the mental illness to see how it would say I reacted and what I think about them. I had to answer a few questions and then quickly put words in or out of a group named at the top of the screen. I found this very difficult as I was trying to go fast rather than concentrating. These were my results.

This research has many different questionnaires including association with men and work rather than women and racism. These tests show individuals fit into specific categories because of their past experiences. Personal events develop on individuals way of thinking, developing to their personality.

VALS2 (Values,Attitudes,Lifestyle Survey) categorises individuals into groups depending on answer given. Below is the first few questions of the questionnaire.

This psychographic research combines detailed demographic data with AIO statements,(Attitudes, Interests and Opinions) which VALS completes by choosing mostly agree, slightly agree, mostly disagree, slightly disagree. Once I had taken the questionnaire, my results showed achievers and experiences. I found that they did describe me well as my past experiences have contributed to this.

This video shows how attitudes can change due to experiences. Lee Evans explains how children will try and see what they can and cannot get away with.

This week I found an Advert for Jeep which used the idea of animals well, giving the car character.

This character enables the viewer to begin a relationship with the car, like when you see a puppy for the first time there is as an automatic bond. Many people would have seen animals react like this after getting dirty or wet so it is a familiar idea. This idea of juxtaposition enables a humour contrast with the car and animal.