Consumers use and process different aspects of advertising or messages.__________ yields greater attention and deeper processing,and leads to strong attitudes and purchase intentions.
A) An external locus of control
B) High involvement
C) Low involvement
D) Differential content
E) Internet advertising

Question

Quizplus · Accepted Answer

High involvement refers to situations where the consumer has a high level of interest and personal relevance in the product or service being advertised. In these situations, consumers are more likely to pay attention to the message and process it more deeply, leading to stronger attitudes and purchase intentions. Other factors, such as an external locus of control or the use of internet advertising, do not necessarily have a direct impact on the level of attention or processing given to a message. Low involvement may lead to less attention and processing of the message. Differential content refers to the use of different types of messages or appeals to target different segments or groups of consumers.

Consumers Use and Process Different Aspects of Advertising or Messages