Of Involvement one speaks in marketing, if the customer developed a consciousness for a certain product. The customer was so far occupied in this case with the product that he falls a conscious purchase decision on the basis qualitative characteristics.

The term Involvement comes from the anglo-saxon restaurant jargon and means as much as includingness or integration. Meanwhile on German the term was established Miteinbezogenheit as synonym.

Distinctions

Low Miteinbezug (Low Involvement)

Product of the everyday need with small purchase value and small consumption duration (e.g. hand soap), with which the customer usually only superficially is occupied, and with which the purchase decision usually exclusively on the basis the price pleases becomes. Such products are felt by the customer as exchangeable.

High Miteinbezug (High Involvement)

Product with high purchase value or high consumption duration (e.g. a car or a house), for whose acquisition the customer with the product very thoroughly argue must, and which its estimate requires. Since the customer for decision making is directly merged, it develops a higher brand loyalty than with low Miteinbezug. Here the Egoprinzip seizes, since the customer usually regards his own purchase decision as correct.

Process sociology

In the process sociology contain the term besides the commitment.

When humans accompany to be referred directly with a reality evaluation, since one can dissociate oneself neither spatially, still temporally (of itself).

This accompanies with a small chance to notice and control the reality appropriately. This and the logic of the emotions escalate frequently the double binder.

Literature

• Elias, Norbert, which is , Munich 1970
• Elias, Norbert, commitment and dissociation. Work to the knowledge sociology I, hrsg. and over. of Michael Frankfurt/M 1983
• Elias, Norbert, the society of the individuals, hrsg. of Michael Frankfurt/M 1987
• Elias, Norbert, established and outsiders, together with John L. Scotson, over. of Michael Frankfurt/M 1990

See also

• Norbert Elias
• Process sociology
• Homo Clausus
• Valence

Articles in category "Involvement"

We found here 4 articles.

Related Websites

We found here 4 related websites.

• Involvement and Participation Association
  A centre of excellence for organisations developing world class strategies for employee involvement...


• IPA - HOME
  Keith Sisson, Emeritus Professor of Industrial Relations, Warwick Business School explains why he believes involvement and participation are key to employee ...


• National Coalition for Parent Involvement in Education (NCPIE)
  Coalition of advocacy groups in support of family-school partnerships. Resources, information, database...


• SoundOut
  A national online resource center designed to promote meaningful student involvement in school change....