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 showrooms, searching the Internet, and looking at other sources of information. Which type of involvement does this represent?
A) enduring
B) non-emotional
C) product
D) situational

Question

Quizplus · Accepted Answer

This type of involvement is situational, as it is driven by the specific context of building a new house. It is not enduring (relating to long-term consumer behavior), emotional (relating to personal feelings towards the product), or product (relating to a specific product category).

The Miller Family Is Building a New House, So They