consumer involvement

Consumer involvement refers to the degree of personal importance and engagement a person has with a product or purchase decision. It reflects how much effort, time, and thought a consumer invests in evaluating options before buying. Higher involvement typically occurs with significant or expensive items, prompting deeper research and consideration. Lower involvement is common with everyday, low-cost products, leading to quicker, more habitual decisions. Understanding consumer involvement helps businesses tailor their marketing strategies to match the level of interest and importance consumers place on their offerings.