Assume you have been invited to join a social club whose members typically wear leather bombardier jackets. You have never bought or worn a leather jacket before. List and briefly describe four factors that could influence your level of involvement in the purchase of the leather jacket. How involved will you be in this purchase and why?

Question

What will be an ideal response?

Answer 1

The factors that affect involvement level are previous experience, interest, perceived risk of negative consequences, situation, and social visibility.

PREVIOUS EXPERIENCE. Because there is no previous experience with the product, level of involvement will be higher because of unfamiliarity with the product.

INTEREST. Areas of interest vary by individual. The student may or may not be interested in leather jackets. However, purchasing the leather jacket indicates an interest in the social group and probably a high level of involvement.

PERCEIVED RISK OF NEGATIVE CONSEQUENCES. Several types of risks are involved in the purchase. With an expensive jacket, loss of purchasing power and opportunity costs result in financial risk. A social risk is taken, because wearing a leather jacket may cause a positive or negative reaction from other peer groups. For example, animal rights activists might criticize the purchase of a leather jacket, or other peer groups might view the purchase as frivolous. Finally, there is a psychological risk involved in the form of anxiety or concern about whether the "right" jacket has been purchased and is acceptable to other members of the social club.

SITUATION. The circumstances of the social club make the leather jacket a high-involvement purchase.

SOCIAL VISIBILITY. Because a leather jacket is a social and public display, wearing the jacket makes a statement about the individual. This would also make the purchase a high-involvement one.