Explain the cognitive involvement profile, Marketing Research

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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.

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