When would a marketing manager expect his or her product to be a high-involvement product for most consumers?
A)if it is a product adaptation of a market leader
B)if it is a necessity
C)if it has not been purchased before
D)if it requires substantial financial investment

Question

Quizplus · Accepted Answer

Consumers tend to classify products as high-involvement if they are expensive, complex, have a significant social impact or personal risk. Thus, if a product requires substantial financial investment, it is likely to be perceived as high-involvement by most consumers.

When Would a Marketing Manager Expect His or Her Product