For a high-involvement product purchase, consumers are likely to:
A) possess low awareness of product features.
B) obtain a high degree of disengagement.
C) develop a high degree of product knowledge.
D) receive low level of reference group influence.

Question

Quizplus · Accepted Answer

High involvement products are those which require a significant amount of effort and consideration before purchase. As a result, consumers are more likely to develop a high degree of product knowledge in order to make an informed decision. Therefore, option C is the correct choice. The other options are inconsistent with the nature of high involvement products - consumers are likely to possess high awareness of product features, have high engagement and receive a high level of reference group influence.

For a High-Involvement Product Purchase, Consumers Are Likely To