Contrarily, jump into a decision relatively quickly. Or

Contrarily, high-involved choices are
riskier if they fail to meet expectation. This type of decision is complicated
and expensive. An automotive, an apartment, or even a job could be realistic demonstrations.

These things are acquired 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 aspect of the product
such as functional features, prices, and warranty service.

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Restricted 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 acquainted with
running shoes, she would know particular features that are required for running
shoes since she bought and used her last one. She still spends 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 usually implement
commercial advertisements and sales promotions such as buy one get one, and try
to place them 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 approach customers through personal
selling channel.                                                  

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 buying a car, buyers may engage in extended problem solving
process but, still, only evaluate some certain brands. For instance, in the
1970s, the American car quality was very poor that people often said that a “not-Jap”
car (made in Japan) is crap”. America is now a leading nation in car production,
however, you get the idea. If a decision  is hard to make because of its riskiness in
terms of money, 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