A product's location on the Kim-Lord grid indicates how the product is purchased and how campaign copy should be written.

Question

Quizplus · Accepted Answer

Academics Kim and Lord recognized that people can be both cognitively and affectively involved at the same time. So they developed the Kim-Lord grid. A product's location on the grid indicates how the product is purchased (learn-feel-do or feel-learn-do) and how campaign copy should be written (more emotional or more rational).

A Product's Location on the Kim-Lord Grid Indicates How the Product