Not everyone finds athletic shoes highly involving, but some people do. For example, kids who are "into shoes" often talk in staggering detail about the characteristics and benefits of the currently popular models. Identify some intrinsic and situational sources of involvement for athletic shoes, and describe some of the likely means-end chains for the most involved consumers. Discuss how Nikes advertising strategies might differ in marketing a shoe to highly involved and moderately involved consumers.

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Involvement is having personal relevance This can happen because of reasons intrinsic to the cons... View the full answer