Discuss the differences between low and high-involment media. How would you apply the knowledge of hemispheric lateralization
(split-brain theory) to the development of
TV commercials and print advertisements?
Split Brain Theory suggests that the left brain is responsible for cognitive activities such as reading, speaking, and processing verbal information. The right brain processes non verbal and pictorial information and forms holistic images. Since TV is primarily a pictorial medium, TV viewing is considered to be using right brain, passive, holistic processing of images viewed on screen and TV is regarded as low involvement medium. On the other hand, print media are high involvement because exposure to the print media results in the left brain’s active processing of verbal data and ultimately in cognitive learning.Thus, TV commercial should be short, rich in visual symbolism and repeat frequently. Consumer process and learn TV advertising passively, and the major objective of TV ads should be to form consumer familiarity with the brand and package which will result in the object’s recognition and purchase by consumers.
The objective of print ads is to present detailed – rather than ‘overall image’ – information to generate evaluations of the advantages and disadvantages of the product.

Discuss the roles of extrinsic cues and intrinsic cues in the perceived quality of products.
Intrinsic cues – Physical characteristics of the product itself, size, colour, flavor. Consumers like to believe that they base their evaluation, because that enables them to justify their product decisions as being ‘rational’ or ‘objective’ product
Extrinsic cues – consumers use price, brand image, store image, promotional message. Many studies showed that the packaging influences consumer’s perceptions of