Describe the Three Levels of Involvement Affecting Consumer Commitment to an Attitude

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The Answer is Compliance: At the lowest level of involvement, compliance, an attitude is formed because it helps gain rewards or avoid punishments from others. This attitude is very superficial; it is likely to change when the person's behaviour is no longer monitored by others or when another option becomes available. A person may drink Pepsi because this is the brand that all of his friends drink and he doesn't want to rock the boat.
Identification: A process of identification occurs when attitudes are formed so that the consumer will then feel similar to another person or group. Advertising that depicts the social consequences of choosing some products over others is relying on the tendency of consumers to imitate the behaviour of desirable models.
Internalization: At a high level of involvement, deep-seated attitudes are internalized and become part of the person's value system. These attitudes are very difficult to change because they are so important to the individual.

Describe the Three Levels of Involvement Affecting Consumer Commitment to an Attitude

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