A first- year business student is preparing to purchase her first computer. Since she knows little about either the product category or the various brands in that category, she is likely to be highly involved and engage in habitual response behaviour.

Question

Quizplus · Accepted Answer

High involvement typically leads to extended problem solving or limited problem solving, not habitual response behavior, especially when the buyer is unfamiliar with the product category or brands. Habitual response behavior is more common when the buyer is familiar with the product and makes purchases out of habit.

A First- Year Business Student Is Preparing to Purchase Her