Consumers Differ in Their Level of Involvement with a Product

question 81

Essay

Consumers differ in their level of involvement with a product message. By being aware of some basic factors that increase or decrease attention, marketers can increase the likelihood that product information will get through. Name some specific techniques which marketers can use to enhance consumers' motivations to process product information and increase their involvement.

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Definitions:

Dendrites

Extensions of a neuron that receive signals from other neurons and conduct them toward the cell body.

Final Pathway

The last step in a physiological process or a neural circuit where the signal leads to a specific outcome or response.

Motor Neuron

A type of nerve cell that directly or indirectly controls muscle fibers, responsible for voluntary muscle movements.

EPSPs

Excitatory PostSynaptic Potentials are electrical changes in the membrane of a post-synaptic neuron that make it more likely to fire an action potential.