Consumer problem solving

Question 1

What is the continuum of consumer problem solving?

Answer 1

Extended, limited, habitual

Question 2

Explain extended problem-solving

Answer 2

• Decisions involving extended problem-solving correspond most closely to the traditional cognitive decision-making perspective. We usually initiate this careful process when the decision we have to make relates to our self-concept, and we feel that the outcome may be risky in some way
• Based on the importance of the decision, we carefully evaluate each product alternative.

Question 3

Explain limited problem-solving

Answer 3

• In this case we are not nearly as motivated to search for information or to evaluate each alternative rigorously. Instead, we are likely to use simple decision rules to choose among alternatives

Question 4

Explain habitual/routine problem-solving

Answer 4

• In the choice process, habitual buying behavior refers to consumer decisions made out of “habit” without much deliberation or product comparison. It is usually a low-involvement decision and involves repeated behavior

Question 5

Which type of decision making does a consumer have to go through before using the DRS?

Answer 5

Habitual since there is not a ton of alternatives, either you use the DRS or you don’t. Therefore also low involvement.