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Essay Details:
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Essay text:
Buying a toaster used to be a low involvement process for Grace. Initially, she was not interested to spend much time and effort, and low price was the main factor in buying a toaster. However, internet offers both high and low involvement consumers a wealth of shopping information easily and it has motivated Grace to spend more time in searching a toaster online.
At first, she was just looking for a toaster online but the website provided her with a wide range of choices and comparison of prices, features and reviews. External information search is conducted when she found out that buying a toaster is not an easy process and began to read the reviews written by other consumers...
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Common topics in this essay:
- A High Involvement Purchase
- Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility
- Discuss the role of product positioning in consumer buying decision process and whether consumer involvement impacts on the role of product positioning in the decision process
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