consumer behavior Essay -- essays research papers

Conceptualizing InvolvementThe plethora of consumer behavior and social psychological literature on betrothal suggests considerable interest in this urinate. There has not, however, been a common conceptual ormethodological framework to its examination in either literature (Laaksonen, 1994 Jain and Srinivasen, 1990 Rothschild, 1984 Zaichkowsky, 1985 Traylor and Joseph, 1984).Three main perspectives of stake are evident in extant literature product-centered, subject-centered and response centered orientations (Finn, 1983).The product-centered perspective defines involvement as the perceived importance of the product to the consumer, i.e. whether the product is unavailing and, therefore, unimportant, or serious and thus important.The subject-centered view maintains that consumers differ in terms of involvement-type variables. Three sub-groupings of subject-centered definitions have been postulated. They include interest/importance, relevancy (goals/consequences) and commitment (eg o involvement). In this perspective, involvement has been defined as either the level of interest the consumer has in a product category or how important it is to her the level a consumer is involved with a product in so far as it is related to some achievable end or concerns information that will directly impact on them and, the level of commitment the consumer exhibits with respect to her position on an issue (Greenwald and Leavitt, 1984 Rothschild, 1984 Simon, 1967). The final alternative perspective views involvement as response-centered. This view holds that involvement is the active familiarity in information processing (Engel and Blackwell, 1982 Bettman, 1979).Despite the many and varied definitions of consumer involvement that have emerged in the literature, two common ideas emerge first, involvement is a multi-dimensional construct(McQuarrie and Munson, 1986 Laurent and Kapferer, 1985), and, second, it is a motivational force which can help explain various behavioral outco mes, (for example, number and type ofchoice criteria, extensiveness of information search, length of decision-making process, variety seeking, and scrape switching). The multi-dimensional aspect of involvement has been demonstrated by various researchers who suggest that the dimensions includenormative involvement - the importance of product class to values, emotions, and ... ...rable groups to take control of their generative health. To improve worldly concern health, social marketing focuses on changing rife attitudes and behaviors at all levels. In order to do this, people must entrust that they are at risk. They must feel confident they have the power to change their own behavior, and new behavior must be compatible with prevailingcultural norms. In addition, health providers and retailers must often be convinced that the products and services being promoted are needed, safe and socially acceptable. Increased health impact. tender marketing is considered one of the most e ffective types of public health interventions because it offers measurable results. The ultimate goal of social marketing is social impact. In the area of public health, this translates into reduced risky or unhealthy behaviors that can in turn have an impact on the spread of diseases, chronic malnutrition or uncontrolled brook rates. Social marketing impact is often measured in terms of CYP (contraceptive years of protection), reduced prevalence of diseases such as sexually transmitted infections, malaria and food-borne diarrhea, or increased number of patients at network clinics.