MGT 3300 Lecture 27: MGT 3300 Lecture 27
Document Summary
The time, effort, and source of information used in making a purchase can be influenced by the relative level of involvement the consumer experiences. In extensive problem solving, a consumer attempts to satisfy a completely new or important need. The decision and risk of making a wrong decision are important. These purchases are often referred to as high involvement purchases. In limited problem solving, the consumer is willing to put forth some effort, perhaps to update or add to previous experience or because the problem is moderately important. In routinized response behavior, a consumer resorts to habit to solve a problem. These purchases are often referred to low-involvement purchases that have little importance or relevance to the consumer. The idea of a decision process does not imply that consumers always apply rational processes in their buying decisions. The consumer problem-solving process doesn"t always lead to a purchase. Many new product concepts require an adoption process.
