"Implications for a marketer: The central route to persuasion operates in cases of high involvement purchases; High involvement purchases require cognitive processing, thus the marketer needs to design his message based on logic and rationality. The product attributes, features and benefits as well as the USPs need to be focused upon; the marketer could also address comparative analysis with other brands in terms of value (comparative advertisements). The media to choose from is the print. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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