High involvement purchasing decisions are those which are more complex, and typically involving high priced products or those which are more prone to failure. We find that, in a food marketing setting, nutritional information (such as health endorsements) are more readily seen as a useful heuristic by consumers in high involvement scenarios, compared to lower involvement scenarios. [Andrew Montandon, Andrzej Ogonowski & Elsamari Botha. Journal of Food Products Marketing, 2015] [Link]
