It This kind of decision is a typical

It has been scientifically proven that
consumer behaviors are influenced and shaped by external and internal forces. The
importance of a purchasing decision is determined by consumers, not by
products. Consumers will be able to make fast buying decisions if they have knowledge
about the products; while other consumers may need to acquire more information
to form judgment before making decisions, and they may be more concerned than someone
already has experienced it. The extent of involvement represents how important
and interesting in consuming the product are, and the amount of necessary
information needed to close a purchase. It may be seen as a sequence ranging
from habitual decisions (consumers are indifferent) to important decisions that
necessitate an extensive consideration. Consumers often spend time pondering about
products they desire, evaluating and comparing them considerately, then stop
and never proceed to the acquisition stage. Regular, basic products such as
mineral water, milk do not necessitate consumers to further search for information
or take other choices into account. Consumers simply buy them as soon as they
recognize a need. The extent of involvement in the buying decisions incline to
decrease if the product’s cost is relatively low; when consumers are exposed to
less risky situations (financial and timing) they are disappointed by buying the

When decisions are constantly
repeated, it is very likely that they have been programmed and consumers will automatically
respond. For instance, if a Cappuccino is always the beverage to be ordered, a habitual
response behavior is generated. Consumers may not enjoy trying new beverages
because the routine is to take a Cappuccino, and they simply do it.


Marketing professionals attempt to
encourage consumers to make impulse purchases by creating unplanned shopping
situation. For example, while checking out at the convenient store, buyers
maybe encounter a newspaper with a shocking news about the stock market on the
cover and, they may buy it immediately simply because they want to read it.

This kind of decision is a typical low-involved decision. Although low-involved
decisions aren’t always for impulse purchase, they can be. 


Contrarily, high-involved choices are
riskier if they fail to meet expectation. This kind of decision is complicated
and expensive. Buying a new car, an apartment, or choosing a job may be considered
as complicated decisions. These things are purchased occasionally but are appropriate
and imperative to the purchaser. When extended problem solving decisions are
needed, a huge amount of time and effort are spent to evaluate every facet of the
product such as functional attributes, prices, and warranty service.


Limited problem solving is a mix of repetitive
and extended problem solving decisions. Buyers practice limited problem solving
when they already possess some information and/or experience about a particular
product before buying it, but still look for more information. For example, if a
consumer has a pair of running shoes and her shoes are torn. She needs a new
one for daily workout. While she is familiar with running shoes, she would know
particular features that are required for running shoes because she has
experience using them. She still devotes her time looking for one whose shoes
are decent for running because she does not want lose her foothold and slip on
the wet ground while working out. However, her research is time-efficient. She
may search online for some critical information, price, favorite brands and
jump into a decision relatively quickly. Or she may listen to her personal
trainer who has knowledge and experience in body fitness. She somehow restrains
the involvement in buying decision process.

Whereas products, such as chips or
toothpaste, which may be considered as low-involvement will be placed at
convenient and visible spots to reach as many customers as possible. While
high-involvement products such as cars are displayed in the private showroom
for each brand, and directly approach customers through salesman.                              

Brand images are essentially important
disregarding the customer’s degree of buying involvement. For instance, buyers
may repeatedly buy a particular brand of toothpaste in one second right after they
see it on the shelves without consideration, but not be ready to switch the
brand. Favorite brands reduce search cost in terms of time and remove the
evaluation part since consumers know what they are taking.


When it comes to high-involved decisions
such as acquiring a car, buyers may engage in complicated decision-making
process, but still choose from some specific brands. For instance, in the
1970s, the American car quality was very terrible that people often believed a
car if not made by Japanese is crap. America is currently a leading nation in
car production, however, you get the idea. If a decision is hard to make due of
its financial risk, a decent brand image is certainly going to be exceptionally
significant. Hence, the producers of high-involved products cannot be contented
with their current success of the brands.