States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by the level of consumer involvement; however, consumers are rarely segmented. Points out that different involvement clusters have different responses to advertising effectiveness for the same product. Presents a case study segmenting a market using the consumer involvement degree, exploring the characteristics in order to determine the relationship between advertising effectiveness and the level of consumer involvement. Shows results suggesting that a high degree of consumer involvement directed a high advertising effect and is therefore an important indication for advertising strategy.
Wu, S. (2001), "An experimental study on the relationship between consumer involvement and advertising effectiveness", Asia Pacific Journal of Marketing and Logistics, Vol. 13 No. 1, pp. 43-56. https://doi.org/10.1108/13555850110764702Download as .RIS
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