High Involvement
Phone
 Factors that affect motivation:
 Needs and Wants – A phone can be considered as a need in the modern day. 

Goals – In order to get in touch with different contacts from a business perspective, a phone will help a person to network and gain connections. A smart phone will also fulfil social needs. 

Value – Certain brands such as Apple that are associated with creativity and innovation can signify with customers who are also creative and want to been in such light. 

Self-concept – Brands such as Apple can bridge the gap between one’s actual self and their ideal self. 

 
 Low Involvement
Detergent 

Needs and Wants – Detergent is needed on a regular basis. 

Perceived Risk – There is not a high perception of risk for a detergent as it is low cost and brands are indistinguishable from each other. 

 

In order to improve consumer motivation, a detergent brand could advertise more on the radio, TV, newspapers etc. which will expand the opportunity for consumers to hear about the product. The advertisements could be informative about how the quality of detergent can affect the wear and durability of clothes.

 

 - Perceived risk: high price, lack of information about car, complex technology (manual vs auto), brand differentiation (perceive yourself as average and therefore select an average car - e.g: Toyota)

Low involvement:
Toothpaste
-  Personal relevance to one’s needs (functional), goals (clean/healthy teeth), 

 - Perceived risk: low price

How to increase involvement:
- persuasive messages (linking values of consumers (clean/healthy teeth) to the product)
- free trials
- free toothbrush with purchase