Response involvement is when consumers
a. have a high degree of affective response to ads.
b. are involved in certain decisions and behaviors.
c. have a high degree of cognitive response to ads.
d. are involved in a response to a sales campaign.
e. have a high degree of both cognitive and affective response to ads.
Question 2
Consumers can be involved with many different entities so it is important to identify the
a. object of involvement.
b. person behind the involvement.
c. specific emotions elicited by the involvement.
d. type of brands in the product category.
e. level of brand loyalty.
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