MKT 337 Chapter Notes - Chapter 6: Toothpaste, Cognitive Dissonance, Aisle
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6. 4 types of consumer buying decisions and consumer involvement. All consumer buying decisions generally fall along a continuum of three broad categories: routine response behavior, limited decision making, and extensive decision making. Many: involvement is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior. Frequently purchased, low-cost goods and services are generally associated with routine response behavior : usually, buyers are familiar with several different brands in the product category but stick with one brand, ex. A consumer who has previously purchased whitening toothpaste and was satisfied with it will probably walk to the toothpaste aisle and select that same brand without spending twenty minutes examining all other alternatives. Assuming that toothpaste is needed, the consumer will be forced to choose another brand. Before making a final decision, the consumer will likely evaluate several other brands based on their active ingredients, their pro(cid:373)otio(cid:374)al (cid:272)lai(cid:373)s, a(cid:374)d the (cid:272)o(cid:374)su(cid:373)er"s prior experie(cid:374)(cid:272)es.
