An Investigation into the Relationship between Consumer Involvement and Choice of Daily Newspapers by Readers in Kenya

Abstract

One of the significant concepts in consumer behavior is information processing by consumers, which encompasses the process during which consumers’ come into contact with information, notice it, apprehend it, retain it in their mind and finally restore it in future usages. Marketers have always been faced with a dilemma of how to motivate consumer to get and process information so that they can use it when they want to purchase and/or use goods/services. An essential factor in information processing is consumer’s involvement