Which of the following models,developed by Richard Vaughn,categorized consumer products into four quadrants based on "high involvement" or "low involvement" and "think" or "feel"?

Question

Quizplus · Accepted Answer

Richard Vaughn at Foote, Cone & Belding created a two-dimensional model known as the FCB grid, which categorized consumer products into four quadrants based on "high involvement" or "low involvement" and "think" or "feel." By positioning brands in the grid based on the degree and type of involvement consumers brought to the purchase decision, the agency could determine which type of advertising would be most appropriate.

Which of the Following Models,developed by Richard Vaughn,categorized Consumer Products