Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement had Lindsay ignored?

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BlackTom AI · Accepted Answer

The question describes Lindsay assuming that customers would have high personal involvement with a quality property and great view, but in reality customers only engaged when discounts were offered. This points to a broader understanding of consumer involvement: involvement is not determined solely by the object's qualities (the hotel itself), but also by personal factors (the individual’s interest or relevance to them) and situational factors (the purchase context, such as price promotions).

Option: 'a. Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.' This statement correctly captures the multifaceted nature of involvement. It explains that even though the hotel has appealing object attributes, a customer’s decision to engage can be driven by personal relevance and the specific situation (e.g., discount-driven motivation), which Lindsay overlooked.

Rationale for why this option is correct: In consumer behavior theory, involvement is a function of three interacting components: personal relevance or enduring involvement, situational involvement tied to the purchase context, and the inherent attributes of the object (the hotel, in this case). The observed behavior—customers responding mainly to price discounts—suggests that situational factors (pricing/promotion) were a critical driver, highlighting that neglecting situational factors leads to mismatched expectations about involvement.

Note on the absence of other options: The provided data lists only one answer choice and no additional options to evaluate. Without other alternatives, we cannot assess or contrast other potential incorrect statements, but the given option correctly identifies the incomplete view Lindsay had of consumer involvement.

MKTG205_S2 Quiz 6

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