Corpus ID: 27815011

Consumer Involvement : A New Perspective Dr

@inproceedings{Michaelidou2010ConsumerI,
  title={Consumer Involvement : A New Perspective Dr},
  author={N. Michaelidou},
  year={2010}
}
  • N. Michaelidou
  • Published 2010
  • Involvement’s importance in marketing and consumer research is well established for twenty years. The concept has been linked to various consumer behavior and marketing constructs and has been used to classify products and advertising messages according to the level of involvement they arouse. Apart from its academic and research value, involvement has implications for practitioners. Thus involvement can be used to segment consumers into low, moderate and high involvement groups which can then… CONTINUE READING
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