Compare and contrast high involvement and low involvement processing Essay

Compare and contrast high involvement and low involvement processing. Discuss how and when consumers go through these different - Essay Example What is Consumer Involvement? The study of decision-making behavior reflected by the customers is known as the customer involvement. The buying pattern of consumers varies from product to product based on the perception of consumers towards a product pertaining to its importance or relevance for the customer. In this manner, the study of purchasing behavior of customers enables businesses to understand the level of involvement each consumer has towards a product or service. The literature for consumer behavior is not considered in the modern business world as complete, without discussing customers’ involvement. For this reason, marketers have carried out extensive research in the area and have asserted that for understanding involvement, it is also important to consider the socio-psychological aspects as well. Although, researchers and marketers have fallen short of prescribing a comprehensive definition for the term â€Å"involvement†, but Kapferer and Laurent (1985) h ave suggested that there are five types of involvements. First level of involvement is for interest in the product, then involvement because of risk importance, risk probability, sign value or involvement due to hedonic value of the product. Other researchers like Schiffman and Kanuk (1991) perceives involvement as the reaction to ego’s call, perceived risk of the product or the importance of purchase of the product. Another perspective of consumer involvement is presented by Hansen (1981). He views involvement as: "Variations in the extent to which the individual is more or less motivated toward a specific piece of information, product, or the like. With high involvement, more psychic energy is released for handling incoming information, sorting it out, and making choices" (Hansen, 1981). The definition presented by Hansen (1981) is also supported by researchers like Mitchell (1981) who also suggested that consumers are motivated by businesses to commit high involvement in t he purchasing decision so that they can close study the product, its attributes and its benefits. Moreover, Hensen’s (1981) definition is also close to perfect as it defines involvement on the basis of motivation that a marketing strategy of a business produces amongst consumers. To summaries the various definitions of involvement found with the review of literature, it can be asserted that involvement refers to the degree of attraction and the level of individual experiences an individual feels towards a product at the time of making a purchasing decision. The next section of the report would discuss the most important aspect of marketing studies, i.e. consumer behavior and its relevance to consumer involvement. Consumer Behavior and Consumer Involvement Consumer behavior is a wide area of marketing studies, which deals with the understanding of patterns depicted by individual or group of customers towards a particular product or service. It consists of a purchasing process, which includes the selection of a product, securing the product, disposing the product and experiencing the performance of the product. Therefore; consumer behavior is the study of attitude shown by consumers while purchasing and using a product or service. The study of consumer behavior requires marketers and

Visual Arts and Film Studies Tests. Changes in exhibition from the Assignment

Visual Arts and Film Studies Tests. Changes in exhibition from the early 1900s through the 1940s - Assignment Example Moreover, cinema of attraction is based on shock, spectacle, and sensation. According to Gunning, cinema of attraction greatly differs with the contemporary narrative cinema that solicits a voyeuristic spectatorial gaze. It is an early exhibition where the spectators become overtly acknowledged, and invited to look. What is the PCA? In order to regulate morality and politics within films, the PCA (Production Code Administration), patrolled major issues that came about in the movies, moral barricades and the politics involved in movie productions. The government decided that wartime movies were very delicate to be left to the moviemakers thus the PCA, the Office of War Information, policing morality, and guarding politics made sure that the American screen was tightly regulated like no any other time in history. The PCA and its associated groups worked towards improvement in the film content in outright falsifications in others and evasions. What is a â€Å"star vehicle†? A ‘star vehicle refers to a movie, television show, or a play fabricated mainly to enhance a star’s career. The main aim of a star vehicle revolves around promoting a performer with the anticipation of inducting a bankable star. For instance, a bankable star compels the spectators to watch either the television show, play or even the film since he/she is featured in the project. Any successful star vehicle portrays unique talents exhibited y the star being promoted. In addition, a star vehicle can be created to showcase a star shifting from one genre to another. In a star vehicle, the young or inexperienced actor signs a long-term contract with a major studio. However, in some cases, the actor may produce for himself or herself a vehicle thus resulting to a form of self-promotion (Lewis, 2002). d. What does Jane Feuer mean when she refers to the â€Å"dual diegesis† of the backstage musical? Modernist cinema in association wi th Hollywood musical, use dual in the world of films in order to reflect the relationship of the spectator to the film. Dual diegesis in this sense parallels the use of internal audience. In other cases, dual diegesis calls attention to the discrepancy between reality and fiction, or history and fiction. According to Jane, Hollywood musicals are built upon a base of dual registers with the contrast between number and narrative defining musical comedy as a form. In the backstage, musical dual levels are apparent in contrast between the show or film and the backstage plot within the film, between the world offstage and world onstage. e. How was the production of Casablanca affected by U.S. entry into World War II? Scholarly research depicts that one of the main argument was that the government collaborated with the Hollywood industry to use film as propaganda during the Second World War. Due to the stigma that surrounded Hollywood in the early 20’s, directors and actors were co nvicted of outrage that led to public accusation of immorality within the film industry. Moreover, the government worked directly with Hollywood by using its films as a powerful tool to enhance the war. It was during t5his period that Casablanca was greatly affected. These films displayed anti-Japanese propaganda, grim images, and the sacrifices made by the American soldiers. Even after the war, the films continued to portray skewed sights of the war with glorifying efforts made by the soldiers to show the sacrifices they made were quite worthwhile. 2. What changes in exhibition took place