When Avril wanted to purchase a birthday card for her husband, she went to three stores and spent two hours reading over 100 cards before selecting the perfect one
This card, which costs $3.25, is properly designated as a high-involvement product because of _____ involvement.
a. product
b. situational
c. shopping
d. enduring
ANSWER: b
Situational involvement means that the circumstances of a purchase may temporarily transform a low-involvement decision into a high-involvement one. Since Avril spent a lot of time and effort in choosing a birthday card for her husband and since the cost of the card is low, it is an example of situational involvement.
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