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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
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 Nike's advertising strategies might differ in marketing a shoe to highly
involved and moderately involved consumers.
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