"The involvement theory has implications for selection of a media strategy: - Non-verbal and pictorial cues trigger right brain processing, and impact recall and familiarity. With involvement being low; people passively process and store nonverbal, pictorial information. TV being an audio-visual medium, TV watching is regarded as a right-brain activity, and a low-involvement medium. - Verbal or cognitive cues trigger left brain processing and impact evaluation, recall and familiarity. With involvement being high; people passively process and store verbal and written information. Print media (i.e. newspapers, magazines, journals, brochures etc) is regarded as a high-involvement media, and reading and comprehending is regarded as a left-brain activity. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
Add a comment
to see other 4 answers