When Hilary bought a new set of dishes for everyday use,she acted differently from the time when she bought a set for her favourite nephew's wedding gift.This is an example of:
A) product involvement.
B) message-response involvement.
C) purchase situation involvement.
D) simulated involvement.

Question

Quizplus · Accepted Answer

Purchase situation involvement refers to how the circumstances surrounding a purchase influence the level of involvement a consumer has in the decision-making process. In this case, Hilary's purchase of a set of dishes for everyday use (a routine purchase) is different from her purchase of a set for her nephew's wedding gift (a gift purchase), which likely had higher emotional and social value attached to it. Thus, the purchase situation influenced Hilary's level of involvement in each purchase.

When Hilary Bought a New Set of Dishes for Everyday