A Marketing Consultant Maintains That Customers Buy the "Sizzle" and Not

Multiple Choice

A marketing consultant maintains that customers buy the "sizzle" and not the steak. When is that least likely to be true?

A) It is less true when customers when customers purchase only based on price
B) It is less true when customers are not very knowledgeable with the product category.
C) It is less true when customers have low involvement with the product.
D) It is less true when customers are highly involved with the product.
E) It is less true when customers typically purchase before they change their attitudes toward a product.