Types of cognitive involvement, Marketing Research

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Types of cognitive involvement

Cognitive involvement - where a person is enthused to learn all s/he can about the product.

  • Product involvement > the consumer's stage of interest in making a particular purchase.
  • Message response involvement as advertising involvement - the consumer's interest in processing marketing communications.
  • Ego involvement as enduring involvement - the significance of a product to a consumer's self-concept.

 


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