The economic principle I’m exploring is “people generally respond to incentives in predictable ways”
My research question to help me study the economic principle is “ Why does involvement increase the likelihood of someone remembering an ad?”
The article published in journal of consumer research titled “Central and Peripheral routes to advertising effectiveness” demonstrates this economic principle because it argues that if a product is easy to market they will use a celebrity to sell it to catch your attention. They state also that if it requires more involvement, then less manipulations is required
Inhacing involvement will also lead to more improvement in recognition in brand name recall. The article states that a diligent consideration of a issue or product relevant information requires not only people needing the motivation to think but also the ability of process the information. So to get their involvement advertisers use colors or people that will catch your attention. A higher level of involvement involves a more active process of the information . A s with learning facts and figures, consumers are more likely to absorb and corporate the information if the ad forces their brain to actively engage.
In my next blog post I will research: How does the different routes affect buying behavior
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