Return on Involvement (“the Other ROI”)

Imagine this conversation between two shoppers at a car dealership: Consumer #1:   I want the one I read about in the latest issue of Car and Driver magazine: It has a six-cylinder turbo engine, a double-clutch transmission, a 90 strokebore, and 10:1 compression ratio. Consumer #2:   I want a red one. Involvement describes a person’s […]