Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral 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 often 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?

Question

Quizplus · Accepted Answer

Simi's behavior towards purchasing gum indicates low involvement, as she does not consider it to be a significant decision and does not actively seek out information or evaluate different brands. She relies on her past experiences and does not have a strong preference or loyalty towards any particular brand. Therefore, the low-involvement hierarchy is the most appropriate description of Simi's situation.

Simi Ghandi Is Never Quite Sure Which Brand of Gum