一、何谓低卷入商品低卷入概念是从西方引进的作为广告说服的一种模型,它是测定消费者对商品与自己相关或重要程度高低的主观体验。商品购买对消费者而言,是一种带有风险性的行为,风险的根源在于选择与后 First, the concept of low involvement The concept of low involvement is introduced from the West as a model of advertising persuasion, which measures the consumer’s own or related to the goods and their subjective experience level of importance. The purchase of goods for consumers, is a risky behavior, the root cause of the risk is the choice and after