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.