Advertising Theories : Consumer Involvement Theory

Consumer Involvement theory look at the importance of the product to the consumer. 

There are 3 levels of involvement:
1. Low level of involvement - low level of involvement involves habitual decisions, such as tea or toothbrush. These purchases are not really important for the consumer therefore have little relevance and therefore they need less time to process the purchase. 

2. Some level of involvement - some level of involvement involves simple decisions such as skin cream or snacks. These kind of purchases have more importance to the consumer, than low level involvement purchases, and therefore the consumer will take more time and effort when evaluating the product.

3. High level of involvement - High level of involvement involves lengthy decisions such as car or property. High involvement purchases are usually are expensive or risky and therefore the consumer gets highly involved in deciding whether the purchase in necessary. 

Factors that might influence the level of involvement can be personal factors (needs, financial status, importance of the product or interest in the product), object factors (differentiation of alternatives available) and situation factors ( for example) occasion or use.