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Decision making for high involvement products typically follows a rational process that requires time and effort on the part of the buyer. Consumers were required to pay more attention to each phase of the process. In the area of information search, consumers went through a thorough, and time consuming process to find all the information necessary to make a sound decision. The new generation of buyers have more powerful technology at their fingertips that allows them to make decisions in real time as they purchase high involvement products. Important marketing factors relevant to the new generation of buyers are examined.
INTRODUCTION AND LITERATURE REVIEW
When it comes to high involvement products, decision making typically follows a rational process that requires time and effort on the part of the buyer. The typical consumer decision process, which works almost instantly-for low involvement, convenience products-significantly slows down and demands more time and attention to details when consumers are faced with the purchase of high involvement products or service-products. For high involvement products, consumers are required to pay more attention to each phase of the process. In the area of information search, consumers go through a thorough, and time consuming process to find all the information necessary to make a sound decision. This included information provided by the seller (i.e., advertising, promotional activities) as well as information provided by family members, close friends, and in some instances trusted experts. From a seller's perspective celebrity endorsement in advertising is more effective creating brand awareness than expert opinion, conversely expert opinion proves more effective when product quality is the marketing factor to be emphasized (Biswas et al., 2006). Celebrity endorsement also plays an important role influencing purchase intentions, but it is based on the image and credibility carried by the endorser (La Ferle and Choi, 2005). Brands with strong recognition generally impact brand attitude and purchase intentions (Kamis and Marks, 1991). Studies on brand valuation indicate that brands receiving high valuations strongly influence consumer's perceived value (Dodds et al., 1991; Grewal et al., 1998).
In early days when there was a limited use of the internet, buyers had a hard time collecting all needed details, and when evaluating alternatives, a lot of stress was placed on the buyer (due to...