Consumer Involvement and Marketing Strategy Low and high consumer involvement have important implications for marketing strategy. If a company markets a low-involvement product and its brand is a market leader, attention is placed on (1) maintaining product quality, (2) avoiding stockout situations so that buyers don’t substitute a competing brand, and (3) repetitive advertising messages that reinforce a consumer’s knowledge or assure buyers they made the right choice. Market challengers have a different task. They must break buying habits by using free samples, coupons, and rebates to encourage trial of their brand. Advertising messages will focus on getting their brand into a consumer’s consideration set. For example, Campbell’s V8 vegetable juice advertising message—“Could’ve Had a V8”—is targeted at consumers who routinely consider only fruit juices and soft drinks for purchase. Marketers can also link their brand attributes with high-involvement issues. Post Cereals does this by linking consumption of its whole grain cereals with improved heart health and protection against major diseases.
What does this ad for V8 vegetable juice and its slogan, “Could’ve Had a V8,” have to do with getting the brand into a consumer’s consideration set? Read the text to find out.
Marketers of high-involvement products know that their consumers constantly seek and process information about objective and subjective brand attributes, form evaluative criteria, rate product attributes in various brands, and combine these ratings for an overall brand evaluation—like that described in the smartphone purchase decision. Market leaders ply consumers with product information through advertising and personal selling and use social media to create online experiences for their company or brand. Market challengers capitalize on this behavior through comparative advertising that focuses on existing product attributes and often introduce novel evaluative criteria for judging competing brands. Challengers also benefit from Internet search engines such as Microsoft Bing and Google that assist buyers of high-involvement products.