From a utilitarian value perspective, highly involved shoppers are less likely to react to price reductions because they are too involved with the product to care about the price.

Question

Quizplus · Accepted Answer

From a utilitarian value perspective, price is an important factor in the decision-making process, regardless of a shopper's level of involvement with the product. Therefore, highly involved shoppers are still likely to react to price reductions.

From a Utilitarian Value Perspective, Highly Involved Shoppers Are Less