The Miller family is building a new house, so they have to get involved in decisions such as plumbing fixtures, flooring, and appliances. They don't really know much about these products and they don't care to know much about them. However, for these purchases they do get involved by visiting show rooms, searching the Internet, and looking at other sources of information. Which type of involvement does this represent?
A) enduring involvement
B) non-emotional involvement
C) product involvement
D) situational involvement
E) moderate involvement

Question

Quizplus · Accepted Answer

This represents situational involvement because the Miller family is only getting involved in the decisions because of the specific situation of building a new house. They do not have a long-term enduring involvement with these products, nor do they have a high level of product involvement or emotional involvement. It is also not a moderate level of involvement, as they are not actively seeking out information unless it is necessary for the specific situation at hand.

The Miller Family Is Building a New House, So They