When involvement with a product is low, advertisers should:
A) present ads with strong issue-related arguments.
B) emphasise visual or symbolic material.
C) use open-ended closings.
D) encourage cognitive processing by consumers.

Question

Quizplus · Accepted Answer

When involvement with a product is low, advertisers should emphasise visual or symbolic material as it can capture the attention of the consumer and make the product more memorable. Open-ended closings and strong issue-related arguments may not be as effective in this case. Encouraging cognitive processing may also not be as effective as low involvement suggests that the consumer may not want to spend too much time thinking about the product.

When Involvement with a Product Is Low, Advertisers Should