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Involvement
Involvement

In simple terms, involvement is the degree to which the individual has fallen in love with the brand: it has both cognitive and affective elements, since it acts on both the mind and the emotions.

Involvement can be seen as the motivation to process information (Mitchell, 1979), because someone who is heavily involved with a product will tend to want to find out more about it. Someone who is closely attached to a brand will probably tend to seek out (and think about) information about the product much more readily than will someone who is not attached in this way. At a low level ...

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