40. Lindsay believed that customers would come to view her new resort hotel with high personal invol

40. 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 includes personal factors and situational
factors as well as object factors.
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 consumer involvement is primarily a function of price; other factors
such as quality are relatively unimportant.
d. Lindsay forgot that most consumers are apathetic about travel, irrespective of the
quality of facilities at their travel destinations.