According to Brent Smart, chief marketing officer of insurance conglomerate IAG, there's no such thing as low-involvement products, only low-involvement marketing. "Low involvement, low interest, low ...

In this, the first of two articles on the subject of low- involvement processing, I re-examine the theory in the light of recent thinking in cognitive neuroscience, and explain what it is and exactly ...

In a low involvement category such as chewing gums, salt, ghee, steel and cement, it is difficult to bring about much differentiation. The challenge for marketers is to build brand recall. Madhusudan ...

This year witnessed many low-involvement category brands coming up with captivating narratives of communication. Insurance (a category which is typically classified as low-involvement category) has ...

Our guest author examines the difficulties faced by brands in low involvement sectors and how digital strategies are changing their engagement efforts. Why has branding become so crucial and important ...

On a different count, the article attempts to delve into the professional advantages of controversies associated with brands and celebrities. Involvement is the degree of personal interest. The degree ...