Marketing communication: principles and practice

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place in my social group, and does it seem right for my own sense of my
image (self-image)? Involvement is an important concept for marketing
communication because it relates to the likelihood that a person will pay
attention to a communication activity.
Involvement explains the different levels of cognitive activity created by
advertising and purchase situations. East (1997) argues that low involvement
is habitual whereas high involvement requires planning, since purchase risk
raises potential costs.
Purchase and possessions have an indicative function (Veblen, 1963).
Veblen coined the term ‘conspicuous consumption’ to describe expenditure
that shows others what kind of person the consumer is. People manage the
impression that others have of them through their choice of action, words,
and dress (Goffman, 1959). In a sense, we are what others think we are.
The consumption of valuable goods, including entertainment, is a sign of
social prestige and status. This ‘means of reputability’ is a lifestyle, a
behaviour to be imitated (Veblen, 1963). More recently (Mason, 1998), the
support of consuming for personal identity and style in pursuit of status has
become the defining purpose of manufacturers, retailers, and advertising
agencies.
Consider the differing sense of involvement from two potential purchase
scenarios:
1
a house
: high cost, long-term commitment, contract, many uncertain
factors, infrequent decision needed
2
a chocolate bar
: low cost, little risk of loss, frequent purchase
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Culture and 
values
Family
Colleagues
Friends
Community
Reference groups
Current state
Goal
Ideal state
Demographic
subcultures
Personality,
lifestyle and
psychographics
Innate needs
Acquired
needs
Marketing
and public
policy
actions
Available
options