How Big A Role Does Involvement Play In The Advertising Communication Process?

The strength of the role of the involvement factor depends, in turn, on certain other factors – for instance the advertiser, the nature and reputation of the product, the nature and theme of the advertisement and the interest of the consumer in the product.  All of these factors amalgamate to determine the role of involvement in the advertising communication process.  Involvement is a technique that is often used by marketers to draw customers in their brand circle and make the current ones intensify their relationship with the brand.  Involvement could be of a physical type dealing with one of the five senses (read six) or an emotional type concentrated on the theme of the advertising message or some suppressed association with the product or anything like that.  However high-involvement and low-involvement products vary from individual to individual.  For some customers a product is a high-involvement one while on the other hand, the same product for another consumer becomes a low-involvement one.  The high-involvement and low-involvement arenas measure the interest, relevance and attention of the consumer in the brand.  High-involvement means the product is extremely valuable and important to the consumer while low-involvement refers to the nonchalance and indifference that consumers feel towards a brand.  However in the modern age of promotional activities, it is not hard for advertisers to transform a low-involvement product to a high-involvement one for the same customer.