Highly involved consumers use attribute-based information to evaluate brands, whereas less involved consumers apply simpler decision rules.

Question

Quizplus · Accepted Answer

Highly involved consumers tend to engage in more extensive information processing, using detailed attribute-based information to evaluate and compare brands. In contrast, less involved consumers are more likely to rely on simpler decision rules or heuristics, such as brand familiarity or overall impressions, due to their lower motivation to process detailed information.

Highly Involved Consumers Use Attribute-Based Information to Evaluate Brands, Whereas