What is Consumer Involvement in Marketing? PDF Book

Learn Consumer Involvement definition in marketing with explanation to study “What is Consumer Involvement”. Study consumer involvement explanation with marketing terms to review marketing course for online MBA programs.

Consumer Involvement Definition

  • Level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



Consumer Involvement Explanation

Consumer involvement is the behavior that motivates consumer to make purchase decision; there are various steps in consumer involvement that motivates them towards buying products and services. The degree of involvement has significant impact on consumer behavior. Consumer's involvement is more into buying expensive products but he may not be involved in a product which is less in price.

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