Which of the following represents a consumer's enduring involvement?
A) Shea who is a celebrity watcher who likes Game of Thrones
B) Carol who is really into vintage cars and reads about them all the time
C) Tom who has a Starbuck's loyalty card
D) Craig has 10,000 frequent flyer miles on United Air
E) Barbara who hosts a show on the Shopping Network

Question

Quizplus · Accepted Answer

Enduring involvement refers to a long-term interest or passion that a consumer has for a particular product or category. Option B provides an example of this as Carol's interest in vintage cars is a long-term passion that she reads about regularly. The other options do not necessarily demonstrate enduring involvement as they may be short-term or circumstantial interests (A and E), loyalty program participation (C), or a one-time achievement (D).

Which of the Following Represents a Consumer's Enduring Involvement