Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioural learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation?

Question

Quizplus · Accepted Answer

Simi's situation is best described by the low-involvement hierarchy, where decisions are made with minimal effort and low perceived risk, often leading to repeated purchases without strong brand loyalty or detailed evaluation.

Simi Ghandi Is Never Quite Sure Which Brand of Gum