Clarissa 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. Clarissa 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. Clarissa is most likely facing _____ for this particular purchase.

Question

Quizplus · Accepted Answer

In this scenario, Clarissa's purchase decision is influenced by the upcoming trip for which she needs a more professional-looking luggage. This situational factor of the trip is causing her to have situational involvement in the purchase decision. She is not emotionally attached to the luggage purchase, as she is only replacing her old college luggage, ruling out enduring involvement. She is also not influenced by her perception or selective retention of any particular brand, ruling out perceptual and selective retention involvement. Internal retention is not applicable in this scenario as it refers to the memory capability of an individual.

Clarissa Is a Market Research Analyst for a Global Consulting