Page 182 - Foundations of Marketing

Consumer Buying Behavior | Chapter 6 149

TYPES OF CONSUMER DECISION LO 2 . Understand the types of
consumer decision making and
MAKING AND LEVEL OF INVOLVEMENT the level of involvement.

To acquire products that satisfy their current and future needs, consumers engage in differ-
ent types of decision-making processes that vary depending on the nature of the product.
The amount of effort, both mental and physical, that buyers expend in solving problems
also varies considerably with the cost and type of product. A major determinant of the type
of decision-making process employed depends on the customer’s level of involvement ; the
degree of interest in a product and the importance the individual places on that product.
High-involvement products tend to be those that are visible to others (such as real estate,
high-end electronics, or automobiles) and are more expensive. High-importance issues,
such as health care, are also associated with high levels of involvement. Low-involvement
products are much less expensive and have less associated social risk, such as grocery
or drugstore items. A person’s interest in a product or product category that is ongoing
and long-term is referred to as enduring involvement. Most consumers have an enduring
involvement with only a very few activities or items—these are the product categories in
which they have the most interest. Many consumers, for instance, have an enduring involve-
ment with Apple products, a brand that inspires loyalty and trust. Consumers will expend
a great deal of effort to purchase and learn about Apple products, waiting in line for the
latest iPhone release and reading articles about the various features of the newest iPad. In
contrast, situational involvement is temporary and dynamic and results from a particular set
of circumstances, such as the sudden need to buy a new bathroom faucet after the current
one starts leaking and will not stop. For a short time period, the consumer will research
different faucet models, retailers, and prices, but will settle on a choice relatively quickly
because the consumer needs a functional bathroom again soon. Once the purchase is made,
the consumer’s interest and involvement taper off quickly. Consumer involvement may be
attached to product categories (such as sports), loyalty to a specific brand, interest in a
level of involvement An
specific advertisement (e.g., a funny commercial) or a medium (such as a television show),
individual’s degree of interest in
or to certain decisions and behaviors (e.g., a love of shopping). Interest, such as finding an
a product and the importance of
advertisement entertaining, does not necessarily mean the consumer will become involved
the product for that person
with the brand. It may not satisfy a need the customer currently has, or he or she may be
routinized response behavior
loyal to another brand. There are three types of consumer decision making, which vary in
A consumer problem-solving
involvement level and other factors: routinized response behavior, limited decision making,
process used when buying
or extended decision making (see Table 6.1 ). frequently purchased, low-cost
A consumer uses routinized response behavior when buying frequently purchased, items that require very little
low-cost items that require very little search-and-decision effort. A consumer may have a search-and-decision effort

Table 6.1 Consumer Decision Making

Routinized Response Limited Extended

Product cost Low Low to moderate High

Search effort Little Little to moderate Extensive

Time spent Short Short to medium Lengthy

Brand More than one is acceptable, Several Varies, usually many
preference although one may be
preferred

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