When Marketing to Low Involvement Consumers, the Quality of the Argument

question 82

True/False

When marketing to low involvement consumers, the quality of the argument presented in the persuasive message, rather than the imagery of the promotional message, has a greater impact on the consumption decision.

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Definitions:

Cognitive Abilities

Mental skills that involve the ability to think, understand, learn, and remember.

Cognitive Perspective

View that thought processes are central to development.

Thought Processes

The mental operations involved in cognitive activities such as reasoning, perception, and judgment.

Intellectual

Pertaining to or involving the ability to think and understand ideas and information at a high level of complexity.