April_27_Lecture_Outline - o High involvement High feeling...

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April 27: How Advertising Works  Products demand different consumer responses: - Degree of Involvement- High/Low - Degree of Thinking/Feeling Purchase Decisions involve Sequence of Three Elements: Learn – Feel – Do Four Product Scenarios o High involvement / High thinking: Learn – Feel – Do
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Unformatted text preview: o High involvement / High feeling: Feel – Learn – Do o Low involvement / High thinking: Do – Learn – Feel o Low involvement / High feeling: Do – Feel – Learn Felicia Song, Spring 2010 Not to be Used Without Permission...
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