Jamie Wants to Purchase a Notebook Computer, but She Has

Multiple Choice

Jamie wants to purchase a notebook computer, but she has limited product knowledge about computers other than how to turn one on and use it. She expects to pay more than $1,000 for this computer, so this is an important decision for her and she wants to make the right choice. For Jamie, this represents a(n) _____.

A) enduring purchase situation
B) marketing dilemma
C) high-involvement purchase situation
D) consumer dilemma
E) Asch phenomenon