How do low- versus high-involvement consumers process the information in an advertisement?
A low involved consumer will not pay too much heed to the details of the ad and will simply process the main message that the ad is trying to convey and make the decision to purchase. A high involvement consumer will notice details in the advert such as the nature of the product that is being picturized and also the additional frills that the product offers. A low involvement consumer will not be that focused on the details of the ad and will only notice the overall product that is being offered. A high involvement consumer will ensure that he identifies all the details of the product since he has been in the market for a long period ,
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