Low-commitment consumer behavior

ArticleinJournal of Advertising Research 16(2):19-24 · March 1976with361 Reads
Impact Factor: 1.40 ·

    Abstract

    Discusses the implications of the thesis that "the effects of advertising vary by level of consumer commitment," which suggests that advertising should be designed for 2 conditions. Under the high-commitment conditions, greater informational content should be provided, since the consumer is likely to deliberate over purchase and to go through a "learning" process. Under low-commitment conditions, the weight rather than the content of advertising may be the key to sales. Maximizing the exposure levels may be the relevant objective, rather than maximizing recall (learning) levels. (30 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)