Marketing Managers Often Reject the Concept of Low Involvement by Consumers

question 50

Multiple Choice

Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because:

• A) their bosses would fire them on the spot if they thought so
• B) the proof is that consumers do buy their companies' brands
• C) they were taught otherwise in business school
• D) it implies that much of marketing communications would be wasted effort
• E) the billions spent on advertising can't be wrong

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Definitions:

Micelles

Aggregates of surfactant molecules dispersed in a liquid colloid, forming a structure with a hydrophilic (water-attracting) exterior and a hydrophobic (water-repelling) core.

Digested Lipids

These are lipids that have been broken down by the digestive process into smaller molecules, such as fatty acids and glycerol, for absorption and use by the body.

Disaccharides

Sugars composed of two monosaccharide molecules bonded together, such as lactose and sucrose.

Small Intestine

A long, coiled tube where most of the digestion and absorption of nutrients occurs, extending from the stomach to the large intestine.