Which of the following statements is most correct?

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BlackTom AI · Accepted Answer

In tackling this question about the FCB grid and information search behavior, we need to assess what each option says and how it aligns with the general principles of the model.
Option 1: 'Following the FCB grid, whether we first learn information about a product before buying it depends on our involvement in the purchase'.
This aligns with the core idea of the FCB grid: the degree of involvement influences the processing route. Higher involvement tends to prompt more extensive information search and deliberate evaluation, while lower involvement leads to quicker, heuristic-based decisions with less information search. The statement captures that dependence on involvement level governs whether information search precedes purchase.
Option 2: 'All of these answers are incorrect.'
To evaluate this, we must determine if any of the other statements correctly describe the FCB grid dynamics. If at least one statement is accurate (as analyzed for Option 1), then this blanket dismissal is inaccurate. The validity of this option hinges on the accuracy of the other options, particularly Option 1.
Option 3: 'Low involvement purchases in general lead the consumer to first learn about the product before making a purchase.'
This is counter to the typical characterization of low-involvement purchases. In such cases, consumers generally do less information search and rely on simple cues, brand familiarity, or habit rather than a preceding, thorough information gathering. Therefore, this statement contradicts the usual low-involvement pattern.
Option 4: 'We first act before developing feelings for high involvement products which are purchased for hedonic reasons.'
High involvement purchases, especially hedonic ones, are usually accompanied by consideration of attitudes and anticipated affect before purchase, and information search or deliberate evaluation tends to be more substantial. Saying that action precedes feelings runs counter to the idea that involvement and hedonic motivation heighten affective processing and evaluation prior to action.
Put differently, the FCB framework differentiates between high vs. low involvement and hedonic vs. utilitarian motives, and it generally associates higher involvement with more information processing before action, especially in hedonic contexts where emotions and perceived consequences are salient. The statements about low involvement and about acting before feelings for high-involvement hedonic cases conflict with these established patterns.
Overall, the reasoning across options shows that the claim in Option 1 is the most consistent with the FCB grid’s emphasis on involvement shaping information search before purchase, while the other options misstate typical patterns of low involvement search behavior and the sequencing of affect and action in high-involvement hedonic purchases.

MKTG90026_2025_SM1 Week 2 Quiz for Part 1

Which of the following statements is most correct?

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