What are the two main sources that influence the level of involvement in consumer behavior?

The two main sources that influence the level of involvement in consumer behavior are intrinsic and situational factors. Intrinsic factors relate to the individual characteristics and personal significance that a consumer attributes to a product or service, such as personal interests, values, and experiences. These aspects can determine how much thought and attention a consumer devotes to making a purchase decision.

Situational factors, on the other hand, encompass external circumstances and specific conditions that can influence a consumer’s level of engagement. These can include the context of the purchase (e.g., time pressure, social influences, or a special occasion) and the environment in which the consumer finds themselves. Together, these factors create the conditions under which consumers may become highly involved or less involved in their decision-making process.

Understanding the interplay of intrinsic and situational influences is crucial for marketers, as it helps them to cater to consumer needs and to create strategies that effectively capture their attention and increase engagement.