Concept explainers
To determine: The ways in which information are processed by low versus high involvement consumers.
Introduction: The consumer buying decision process starts with an unsatisfied need and the consumer would like to go from their real state to a wanted state.
Answer to Problem 1CY
Low involvement consumer gives less attention to the key element of the advertisement whereas high involvement consumer gives more attention to the key element of the advertisement.
Explanation of Solution
Ways in which information are processed by low versus high involvement consumers:
High involvement consumer inspects and understands all the information in an advertisement more deeply. They give more attention to the key elements like price, and quality. The low involvement consumer pay less attention to the key elements of the message such as price, fabric, and quality; they mainly focus on brand name and celebrity endorser.
Thus, low involvement consumer gives less attention to the key element of the advertisement whereas high involvement consumer gives more attention to the key element of the advertisement.
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