The theory of communications that revolves around the degree of involvement the consumer has with a product in the purchase decision-making process is called

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The theory of communications that revolves around the degree of involvement the consumer has with a product in the purchase decision-making process is called the FCB Grid. The FCB Grid helps in categorizing products based on two dimensions- involvement and thinking style. The level of involvement can range from low to high, and the thinking style can range from rational to emotional. It helps in selecting appropriate advertising strategies based on the product's category.

The Theory of Communications That Revolves Around the Degree of Involvement