Consumer behavior Article Example | Topics and Well Written Essays - 500 words - 1

Consumer behavior - Article Example The consumers tend to involve themselves in the products and follow up on the progress of the offers. An example of enduring involvement is a motorcycle enthusiast who constantly researches about motorcycles to find the best models. Further, enduring involvement is characterized by substantial interest in activities that boost the enthusiasm. Such activities include going to motor showrooms to check the models in the market. Situational involvement occurs when a consumer is interested in a product for a short time. The situation happens mostly as a result of need or demand for a certain commodity. The consumer may not have information or necessarily be interested in a long term involvement and looks for information to enable him make a purchase decision. For example, a consumer may get involved in smartphones when he or she wants to buy a phone. However, the interest on smartphones fades when the consumer purchase a smartphone of his choice. There are instances where consumers report their interest towards a certain offering or decision. In such instances, the consumer exhibits felt involvement and feels motivated towards making decisions regarding certain offerings. A consumer gets involved in offerings that he or she has had a psychological experience with (Samli 131). Thus, felt involvement arises from a historical perspective of the consumer about a product. For example, a consumer may form a positive opinion about a car that he or she has witnessed winning car races. Cognitive involvement occurs when a consumer is keen on understanding the offers in the market before making a purchase decision. The consumer then compares the information against his goals and makes a wise decision. In essence, cognitive involvement treats information gathering as part of the objectives off the consumer. For example, a consumer interested in a Ford