Candace has been using the same shampoo brand for decades. When she finally dyes her hair, however, her hairdresser informs her that she will need to find a new shampoo that can help maintain her new color, prevent breakage, and condition her hair. Before going to the beauty supply store, Candace calls a few friends for recommendations and conducts web-based research on shampoos that address her specific needs. What can one infer about purchase decisions?
A) Every consumer approaches purchase decisions the same way.
B) Buying shampoo can be a high-involvement purchase decision.
C) Purchase decisions are always based on personal factors and preferences.
D) The same purchase decision requires the same level of involvement every time.
E) Product cost is the only factor that determines whether a consumer will engage in a low- or high-involvement purchase decision.

Question

Candace has been using the same shampoo brand for decades. When she finally dyes her hair, however, her hairdresser informs her that she will need to find a new shampoo that can help maintain her new color, prevent breakage, and condition her hair. Before going to the beauty supply store, Candace calls a few friends for recommendations and conducts web-based research on shampoos that address her specific needs. What can one infer about purchase decisions?​
A) ​Every consumer approaches purchase decisions the same way.
B) ​Buying shampoo can be a high-involvement purchase decision.
C) ​Purchase decisions are always based on personal factors and preferences.
D) ​The same purchase decision requires the same level of involvement every time.
E) ​Product cost is the only factor that determines whether a consumer will engage in a low- or high-involvement purchase decision.

Quizplus · Accepted Answer

Candace's actions demonstrate that buying shampoo, which might seem like a low-involvement decision for many, can become a high-involvement decision when specific needs, such as maintaining hair color, preventing breakage, and conditioning, are considered. This shows that the level of involvement in purchase decisions can vary based on individual circumstances and needs.

Candace Has Been Using the Same Shampoo Brand for Decades