Is gift giving always an involved decision?
Do you dread the thought of birthdays and christmas' because you just dont know what to buy people year after year. I know i do.
Going back to buyer involvement in purchase decisions, we generally have low involvement for essential goods like bread or milk, and high involvement for more expensive goods such as cars, houses etc.
Going back to buyer involvement in purchase decisions, we generally have low involvement for essential goods like bread or milk, and high involvement for more expensive goods such as cars, houses etc.
But do we really put so much thought into what we buy people, how much involvement do we really have when it comes to purchasing gifts. Laurent and Kapferer (1985) argue that a consumers level of involovement will be affected by four components:
According to involvement scores for various products conducted by Laurent and Kapferer, items such as clothes and perfume have high involvement because the importance of perceived risk is high and also because the probability of making an erroneous choice is also high!! Symbolism as a value driver will play an important part here as certain brands, especially with clothes and perfume, carry with them certain perceptions and status. Therefore these purchase require high involvement as there are many factors to consider by the gift giver.
Danziger (2004) believes that gift giving is about emotionally connecting giver and recipient and that the goal is to achieve a special feeling by communicating a message to the recipient. However problems can occur when the giver and the recipients value drivers are different.
Gift giving is right brain dominated (emotional) (Which could possibly be the reason why men get it so wrong because their left side of the brain is dominant!)
More often than not though its the experience that counts when it comes to gift giving, for example when shops offer gift wrapping services and things like scented beads in your bag at La Senza etc.
Skip to the end of this clip below (about 6.00 minutes in) this shows that perhaps when it comes to gift giving its the thought that counts!!
- Importance and Risk (FTPEPS)
- Probability of making a bad purchase
- Pleasure value of product category
- Sign value of product category
According to involvement scores for various products conducted by Laurent and Kapferer, items such as clothes and perfume have high involvement because the importance of perceived risk is high and also because the probability of making an erroneous choice is also high!! Symbolism as a value driver will play an important part here as certain brands, especially with clothes and perfume, carry with them certain perceptions and status. Therefore these purchase require high involvement as there are many factors to consider by the gift giver.
Danziger (2004) believes that gift giving is about emotionally connecting giver and recipient and that the goal is to achieve a special feeling by communicating a message to the recipient. However problems can occur when the giver and the recipients value drivers are different.
Gift giving is right brain dominated (emotional) (Which could possibly be the reason why men get it so wrong because their left side of the brain is dominant!)
More often than not though its the experience that counts when it comes to gift giving, for example when shops offer gift wrapping services and things like scented beads in your bag at La Senza etc.
Skip to the end of this clip below (about 6.00 minutes in) this shows that perhaps when it comes to gift giving its the thought that counts!!
1 comment:
Good work - love the Friends clip
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