The consumer's ________ determines whether she will engage in habitual decision making, extended problem solving, or something in between the two.
A) need for customization
B) level of involvement
C) need for cognitive dissonance
D) ability to generalize stimuli
E) personal marketing mix

Question

Quizplus · Accepted Answer

The level of involvement refers to how much the consumer cares about the product or decision at hand. If the consumer is highly involved, she is more likely to engage in extended problem solving. If she is not very involved, she may use habitual decision making. This can help determine the level of effort the consumer will put into the decision-making process.

The Consumer's ________ Determines Whether She Will Engage in Habitual