The low involvement challenge

One obvious solution is to create an advertising property that resonates emotionally with the consumer.

We were discussing organic tea in my class on consumer behaviour. The team that was presenting the consumer behaviour analysis of organic tea buying surmised that a new brand should use online influencers to spread the word. But they also said that organic tea was a low involvement product. At that stage I could not help myself but ask the team, “If organic tea is low involvement, why will a consumer spend time reading blogger reviews? Did we not learn that when a product is low involvement, consumers get into an auto-repurchase routine, what we call routinised buyer behaviour?”

This led