Product category involvement explained

What is product involvement?

Some scientific insights

To make less obvious advertising work, it should meet an appropriate goal of the consumers (Bermeitinger et al. 2009; Karremans, Stroebe, and Claus 2006; Strahan, Spencer, and Zanna 2002). This not only reffers to current needs. The consumer should rather have a basic need to pursue the goal (Sela…

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store