The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.



Involvement is a person's perceived relevance of the object based on the person's inherent needs, values and interests (Zaichowsky et al., 1985).

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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