Effect of the level of emotions and knowledge of the clients on the involvement in the consumption of services in enterprises: the experience of research

The article is devoted to the development of the methods of direct marketing, based on the involvement of buyers in interaction with the brand. The article describes the results of the conducted by the author model testing "hierarchy of engagement" on the basis of the consumption of health services and health preservation. The main methods of promotion of the services and the correlation between the level of emotions and knowledge of consumers and their level of involvement in the consumption of services are studied. It is proved, that the level of emotions and knowledge actually characterizes the competitiveness of communicative product of the company.