Simi 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 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?
A) experiential hierarchy
B) low-involvement hierarchy
C) habit hierarchy
D) cognitive hierarchy

Question

Quizplus · Accepted Answer

Simi's situation is described by the low-involvement hierarchy because her decision-making process involves minimal effort and consideration, typical of low-involvement purchases like buying gum. She does not engage in extensive information search or evaluation, indicating a low level of involvement with the product.

Simi Is Never Quite Sure Which Brand of Gum to Buy