Opening Vignette: "Can Procter & Gamble Increase the Level of Product Involvement Through the Web?"

1. The Nature of Involvement
   1. Types of Involvement
   2. The Multidimensional Nature of Involvement
   3. Involvement with the Medium
   4. The Cross-Cultural Nature of Involvement
2. Importance of a Low-Involvement Perspective
   1. Involvement and the Hierarchy of Effects
   2. Low-Involvement Hierarchy
   3. Low Involvement and Brand Evaluation
   4. Low-Involvement Decision Criteria
3. Four Types of Consumer Behavior
   1. Complex Decision Making and Brand Loyalty
   2. Inertia
   3. Limited Decision Making
4. Unplanned Purchasing Behavior
5. Three Theories of Low-Involvement Consumer Behavior
   1. Krugman's Theory of Passive Learning
      1. Consumer Behavior Implications of Passive Learning
   2. Sherif's Theory of Social Judgment
   3. Elaboration Likelihood Model
6. Strategic Implications of Low-Involvement Decision Making
   1. Marketing Strategy
      1. Advertising
      2. Product Positioning
      3. Price
      4. In-Store Stimuli
      5. Distribution
      6. Product Trial
   2. Strategic Issues
      1. Shifting Consumers from Low to High Involvement
      2. Shifting Consumers from Inertia to Variety Seeking
      3. Segmenting Markets by Degree of Consumer Involvement
7. Societal Implications of Low Involvement Decision Making