Question

75 word minimum per question.

1. Discuss fully High Involvement Purchases. Give 2 examples of purchases that for you are high involvement.

   75 word minimum per question.

2. Explain fully Selective Exposure, Selective Comprehension, and Selective Retention.

Answer 1

High involvement purchases: High involvement purchase is the purchase decisions that require a lot of effort to make sure that a mistake is not made in deciding the particular product or service resulting in a significant amount of consequences if a wrong decision was made. The high involvement purchases are usually made when the product or service required is complex to understand or expensive.

Example 1: I have to make a huge involvement while purchasing an individual house for my family in my hometown as it requires so many background checks regarding the accessibility, price conditions, nearby hospitals, water availability. Being dependent on a bank loan to buy the house, I have to make high involvement as the price is high and if I have made any mistake, replacing my decision to buy another house will cost a lot of money, time and legal formalities.

Example 2: I have to make a huge involvement while selecting an appropriate health insurance plan for my family. All the insurance plans will seem to be lucrative in the beginning but when a need arises, the real value of the plan will be determined. Also, the insurance agents tend to deceive us with the wrong plans that may involve high yearly payment. Hence it needs high involvement and a lot of research to decide the appropriate plan.

Selective exposure is defined as the ability or nature of an individual to favor or get exposed to the information that supports their predefined views and values. Identifying the selective exposure of the customers helps the marketers to grab the attention or focus on the developed marketing strategy.

Selective comprehension is defined as the principle of being consistent in an individual’s own beliefs. Selective comprehension determines the interpretation based on their own belief and experience.

Selective retention is the nature of people to remember or retain a particular message as it is closely related to their values or beliefs that the ones that are contrary to it.