When marketing to low involvement consumers, the quality of the argument presented in the persuasive message, rather than the imagery of the promotional message, has a greater impact on the consumption decision.

Question

Quizplus · Accepted Answer

Low involvement consumers are more influenced by peripheral cues such as imagery and emotional appeal rather than the quality of the argument, as they do not engage in extensive information processing.

When Marketing to Low Involvement Consumers, the Quality of the Argument