Jason is buying a new car. He does not know much about automobiles. However, because of the high price of the car, he gets involved in the shopping process by visiting showrooms, searching for information on the Internet, and looking at other sources of information. Which type of involvement does the given scenario represent?
A) Shopping involvement
B) Emotional involvement
C) Situational involvement
D) Product involvement

Question

Quizplus · Accepted Answer

The scenario represents situational involvement as the high price of the car is causing Jason to become more involved in the shopping process than he would be otherwise. He is not emotionally invested in the car or interested in it due to its features, and he does not have any product knowledge of the automobile industry.

Jason Is Buying a New Car