Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior?
A) product involvement
B) price involvement
C) purchase situation involvement
D) message involvement

Question

Quizplus · Accepted Answer

Joe's change of behavior from a lack of interest to carefully inspecting each box of chocolates is best explained by purchase situation involvement. This shift occurred because he thought of his girlfriend Julie, who he cares about, making the situation of buying the chocolates more personally significant to him.

Joe Was Told by His Mother That He Needed to Get