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ignored or accepted without evaluation in the case of low-involvement products (Boriboon et al. 2010;
Chen and Wang 2010; Tsiotsou et al. 2010). Thus, fast-moving goods (e.g., food, household products)
can be classied as low-involvement products, and durable goods (e.g., cars, electronic appliances, and
services) are high-involvement products.
Advertisements for high-involvement products as compared to ads for low-involvement products
are processed more actively, demand a greater cognitive effort, and focus consumers’ attention on
brand claims (Celsi and Olson 1988; Warrington and Shim 2000). This is a consequence of Cacioppo
and Petty’s Elaboration Likelihood Model (1984), according to which a greater ...