Page 186 - DMGT506_CONSUMER_BEHAVIOUR

Unit 13: Consumer Decision-making Process

Notes

Notes Involvement Level and Types of Decision-making
Low-involvement purchase High-involvement purchase

Nominal decision Limited decision Extended decision
making making making

Problem recognition Problem recognition Problem recognition
(selective) (generic) (generic)

Information search Information search Information search
(limited, internal) (internal, limited (internal, external)
external)

Evaluation of Evaluation of
alternatives alternatives

Product choice and Product choice and Product choice and
purchase purchase purchase

Post purchase Post purchase Post purchase
action. action. action.
No dissonance, No dissonance, Dissonance,
very limited limited complex
evaluation evaluation evaluation

13.3 Limited and Extensive Problem Solving Behaviour

Figure 13.2: Involvement Level and Types of Decision-making

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13.3.1 Nominal Decision-making
At one end of choice continuum is nominal decision-making, also referred to as nominal problem
solving, habitual decision making, or routine problem solving. Recognition of need is likely to
lead directly to an intention to buy. Information processing is very limited or non-existent.
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