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Involvement

Krugman proposed the concept of level of involvement  influencing

buyer behavior. Products purchased are either low involvement

Or high involvement. Assael has classified types of buying behavior

based on involvement – See slide next

Persuasion

Low Involvement products use the peripheral route to persuasion

e.g. celebrity endorsements

High Involvement products use both the central route (cognitive reason)

to persuasion and the peripheral route to persuasion.

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