Low Involvement Learning Model

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Low involvement learning model is a communication model of consumer behaviour in which the consumer is assumed to pass from cognition stage to behaviour stage and finally to the stage where there is change in attitude.

• Herbert E. Krugman proposed this sequence of consumer behaviour for products that do not have major difference between their alternatives (e.g., detergents, flour).
• Krugman had observed through the television commercials the low learning and involvement. In low involvement situations, there is passive learning and random information catching.

In these cases, the marketers should focus more on the audio or visual part of the advertisement and the colours or slogans than the content of the message.

In a study, In case of low involvement products, the advertiser’s objective should be to create general awareness then establishing grounds for proving why their brand is better than others. Involvement is a wide concept and it is difficult to ascertain the level of involvement in different products.

Foot Cone and Belding (FCB) Model

The Foote, Cone & Belding Planning Model is based on the hierarchy of effects model and degree of involvement theories. The model separates four basic advertising planning approaches – informative, affective, habit formation and self-satisfaction.

• Information Strategy is useful for high involvement products or services. The consumer thinks rationally before getting involved in the high involvement purchase decisions because of the economic considerations. 
• Product decision in the affective stage has high involvement but requires less specific information, therefore and attitude or feeling towards the product is more important.
• Strategy of habit formation is more suitable for food items, impulse, products, or inexpensive household items purchased routinely on an ongoing basis. 
• Self Satisfaction Strategy is stable for low involvement or feeling products. The important part of this strategy is the experience with the product.

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