"In terms of consumer behavior it implies that: - If a person resorts to information processing for purchasing a product then he is considered to be high on involvement; If not, he is said to be low on involvement. - For low-involvement purchases, marketing communication through TV is the right media; consumers learn via repetition, i.e. exposure to the same message over TV again and again. On the other hand, in cases of high-involvement purchases, the print media acts as right choice while selection of media. The consumer has access to information in print form, where he can go through the information again and again and process it better for product/brand evaluation and choice. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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