Rita needs to buy a tent, sleeping bag, and hiking boots for a two-week camping trip in the mountains.She has never bought camping equipment before and assesses what other equipment she may require during her trip.She also asks her friends, who have gone camping before, what equipment she should buy.Once she has purchased all the camping gear, she evaluates whether she made the right purchases.In this situation, Rita is engaging in:

Question

Quizplus · Accepted Answer

Rita is engaging in extended problem solving as she is putting in effort to learn about the product category, assess her needs, and evaluate her options before making a purchase. She is also considering potential future needs by assessing other equipment she may require during her trip. This differs from top of mind awareness, which is a consumer's tendency to choose products that come to mind quickly and easily without much thought or effort. Stratification and variety seeking are not relevant to this scenario.

Rita Needs to Buy a Tent, Sleeping Bag, and Hiking