Posted: July 27th, 2016

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?

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?
a. Lindsay forgot that consumer involvement is primarily a function of price; other factors such as quality are relatively unimportant.
b. Lindsay forgot that consumer involvement develops only over long periods of time, and most tourists simply don’t have the time to become involved consumers.
c. Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of facilities at their travel destinations.
d. Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.