For ________ purchases, consumers are more likely to be narrow categorizers, whereas for ________ purchases, consumers are more likely to be broad categorizers.
A) high involvement; low involvement
B) brand equity; brand loyalty
C) evoked set; shaped
D) positive reinforcement; negative reinforcement
E) massed; distributed

Question

Quizplus · Accepted Answer

For high involvement purchases, consumers tend to be more selective and narrow in their categorization because they put more thought and effort into these decisions. For low involvement purchases, consumers are more likely to broadly categorize options as the decision-making process is less intensive.

For ________ Purchases, Consumers Are More Likely to Be Narrow