A consumer needs some degree of involvement to have an ability to evaluate multiple brands effectively.

Question

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Consumer involvement refers to the level of interest or personal relevance that a consumer has towards a product or service. When a consumer has a higher degree of involvement, they are more likely to actively seek out information, compare different brands, and carefully evaluate their options. In contrast, a consumer with low involvement may be more likely to rely on heuristics or external cues when making a decision. Therefore, involvement plays an important role in a consumer's ability to evaluate multiple brands effectively.

A Consumer Needs Some Degree of Involvement to Have an Ability