Claire is a market research analyst for a global consulting firm. She will be traveling to London next month to present her research to a meeting of company executives from around the world. This presentation could be instrumental in the company's decision of whether she should be promoted at the end of this year. Claire has been thinking about the trip, which will be the first time she has been out of the country. She has decided to retire the old college luggage for a more professional-looking version and has begun to evaluate various brands. Claire is most likely facing _____ for this particular purchase.
A) enduring involvement
B) perceptual involvement
C) internal retention
D) situational involvement
E) selective retention

Question

Quizplus · Accepted Answer

Situational involvement refers to the temporary level of interest in a particular purchase, which is influenced by the specific circumstances surrounding that purchase. In this case, Claire's evaluation of different luggage brands is driven by the upcoming professional trip to London, which makes it a situational involvement purchase.

Claire Is a Market Research Analyst for a Global Consulting