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| Tekijä: | Otker, T. |
| Otsikko: | The highly-involved consumer: A marketing myth? |
| Lehti: | Marketing and Research Today
1990 : FEB, VOL.18, p.30-36 |
| Asiasana: | CONSUMER BEHAVIOUR ADVERTISING EFFECTIVENESS MOTIVATION RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Involvement has great influence on human behaviour in general.So changes in levels of involvement and their stability have important consequences for marketing practice. Researchers must be aware of their target groups' involvement with products, brands, media and advertising.Today low-involvement is the rule, and high-involvement is the exception. |
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