Consumer Involvement Theory - insights for advertising communications

Consumer Involvement Theory - insights for advertising communications

Here is a good note / post on how to approach brand communication based on the level of consumer involvement in the purchase cycle. Experiential communication methods make a lot of sense in high involvement categories (both B2B & B2c as well as Emotional and Rational). Even in case of impulse purchase it is BTL communication methods which make a difference more by way of effective last mile tactics.