Low Involvement Products
The term involvement comes from psychology and is often only used in connection with marketing. A distinction is made there between high and low involvement products. Involvement describes the recipient's participation in a product, object or event. So how much value (value-importance) has this product and how much use (value-instrumentality) it has for me. Accordingly, the recipient pays attention to the object. Every customer or recipient has a different involvement, depending on their own goals and values, emotions, and experiences.
Example: I only see a car advertisement in the newspaper when I am about to buy a car.
Low involvement products are mostly products of everyday life, with a low price, which hardly or not at all require explanation and do not require any service. When buying these goods, the customer does not consider the alternatives very much because he does not attach great importance to the purchase of the product (hence: "Low-Involvement" = little interest). Low-involvement products include consumer goods, foodstuffs and mass-produced products for which no great differences in quality can be identified. Examples are milk, sugar, toothpicks.
With high involvement products , the willingness to obtain information is much higher. An example is buying a car, as cars are often seen as status symbols.
Marketing often has the task of changing attitudes towards high involvement. For example, through targeted information that is actively recorded. When buying a car this would be z. B. the indication of a cheaper consumption compared to a competing brand.