Involvement

Explanations > Theories > Involvement

Description | Example | So What? | See also | References 

Description

When a person is emotionally involved in an issue they will process information and hence react in a different way to when the issue is not important and they are not really paying attention to it.

Involved people want to make their own decisions. Non-involved people do not want to put effort into decisions and will probably let you tell them what to think.

Involved people want clear and sufficient information from which to draw conclusions. People can be encouraged to become non-involved people when they are snowed with a lot of complex information. Quantity may thus be inaccurately equated to quality.

Example

When a charity can get someone involved, they know that they can get that person for life. The first involvement need only be a small one-day helping with a collection, but you are already on the hook. Once they have you on the local committee, then you are definitely a lifer.

So what?

Using it

Draw people in. Get them involved. Give them things to do. Let them make decisions.

Defending

Just because you are involved it doesn't mean you have to go all the way. Always ensure you have a way out.

See also

Elaboration Likelihood Model, Investment Model, Mere Exposure Theory, Heuristic-Systematic Persuasion Model

References

Petty and Cacioppo (1986), Chaiken, Liberman and Eagly (1989)

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