Q. Explain the cognitive involvement profile?
The perceived significance of the potential negative consequence of a bad purchase.
- The likelihood of making a bad purchase.
- The enjoyment value of the product category.
- The symbol value of the product category.
Such profiles permits consumer researchers to capture the diversity of the involvement construct and employ involvement as a segmentation base.
Techniques to increase involvement:
Demand to the consumer's hedonic needs (sense good, smell good and etc).
- Utilize novel stimuli (Commercial surprise).
- Utilize prominent stimuli (loud music, contrast and anything that doesn't fit).
- Comprise celebrity endorsers.