Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because:
A) it implies that much of marketing communications would be wasted effort.
B) their bosses would fire them on the spot if they thought so.
C) the billions spent on advertising can't be wrong.
D) the proof is that consumers do buy their companies' brands.

Question

Quizplus · Accepted Answer

Low involvement implies that consumers do not actively seek out and process product information, which suggests that traditional marketing communications (such as advertising) might not be as effective as marketers would hope. This challenges the effectiveness of significant marketing efforts and expenditures.

Marketing Managers Often Reject the Concept of Low Involvement by Consumers