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It Is Known That Consumers Differ in Their Level of Involvement

Question 66

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It is known that consumers differ in their level of involvement with a product message. Marketers use attention-getting factors to ensure that messages get through the clutter that constantly bombards the consumer's senses. Name five techniques cited in the text that can be used to enhance the consumer's motivations to process product information and increase their involvement. Be specific in your comments and descriptions of these techniques.

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∙ Appeal to consumers' hedonic needs (e....

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