Question:
It is suggested that the decision making process for high involvement products takes longer and requires more engagement than low involvement products. However, if a product is recommended by a trusted source, e.g. friends, family, opinion leader, etc, a buyer may by-pass extended information search and evaluation of alternatives and simply purchase the recommended product.
Using theory, discuss whether this assertion is true for consumers and in B2B. If yes, explain why this might occur.
Explain to a marketing manager the potential risks of overtly but inconspicuously seeking to influence a consumer's family, friends, opinion leaders, etc. to generate adoption of the brand
Using buyer behavior theory to explain all these questions.