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The strong implication (1 of 2)


The concept of involvement is not necessarily new, but it has the merit of providing a quick change when lighting the way consumers buy products or services. Better yet, it can also guide us in developing marketing strategies beyond.
In fact, involvement refers to the amount of intellectual energy displayed by an individual in the purchasing process. This energy is reflected in particular by the number of criteria considered and time for reflection.
To add to the usefulness of this tool, we usually consider two other dimensions depending on whether the purchase requests above the emotional or rational (FCB has popularized this addition). Thus, four possibilities open to us when it comes time to classify products. We will treat this week the first two and we will complete the other two next week.

Forte involvement - rational This category includes many of the purchases made by businesses. Whether it's technology infrastructure, the choice of office location or selection of insurance collective society.

the consumer side, the category also includes products more expensive. may include products and services financial, purchasing a house or car, as well as major appliances and electronics. That said, it is understood that the types can vary from one individual to another. For a person, an automobile can for example be a means of transport to get from point A to point B (rational) then it can be a symbol of social success and personal expression to another (emotional). The challenge is to determine how the majority of your target market consider buying the product or service analyzed.
When it comes to market products with high-rational implication, it therefore tends to properly document attributes, leaving the consumer to assist in the process by providing catalogs and analysis tools (for synthesis, Moreover, we associate the word THINK in this quadrant). The Web also becomes the tool of choice for consumers when it comes time to 'shop around' this type of product. Historically, print media filled that need.

Strong implication - emotional In terms of B to B, purchases that fall into this category can include items such as office layout, advertising and even hiring some employees.

For consumers, strong emotional involvement may include the acquisition of jewelry, organizing a wedding or planning a trip or a holiday. Again, this typology is not universal and is dependent attribute social or financial individuals.
Advertising put forward in this category tend to focus on the visual and emotional dimensions. It is common to find a host of visual elements often complete with music. FEEL the word sums up the process specific to that category.

In sum The important retain the previous two categories, is that several criteria are considered by buyers. However, although the mark should ideally focus on one corner, an attribute or at least positioning for its marketing, however, must document or demonstrate the product in all its complexity.