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.