A consumer is more likely to complain when:
A) The individual's involvement with the product being purchased is low
B) The level of ego involvement in the purchase is high
C) He or she is the only one who experienced service failure
D) The purchase is one that is made routinely
E) Service failure costs less than $5.00

Question

Quizplus · Accepted Answer

When the level of ego involvement in the purchase is high, it means that the individual has a personal attachment or investment in the product or service. Therefore, any failure or issue with the product/service would be perceived as a personal threat and would be more likely to elicit a complaint.

A Consumer Is More Likely to Complain When