When consumer involvement is high,the consumer will tend to search for information and evaluate it critically.This is referred to as ________ processing.

Question

Quizplus · Accepted Answer

Central processing refers to the cognitive activity and effort a consumer puts into evaluating a message, product, or brand. This happens when the consumer is motivated and engaged, and it leads to a more deliberative and thoughtful decision-making process. When involvement is low, consumers tend to engage in peripheral processing, which is characterized by superficial and heuristic cues that are not central to the product or message itself.

When Consumer Involvement Is High,the Consumer Will Tend to Search