Unless a purchase decision is risky and/or has high involvement, it is reasonable for a customer to shorten the decision process by limiting the information search and evaluation of alternative stages rather than thoroughly undertaking each step.

Question

Quizplus · Accepted Answer

This statement is true. Customers may not engage in a thorough information search and evaluation of alternatives if the purchase decision is low-risk and/or has low involvement, as the decision does not require a significant investment of time or money. In such cases, customers may rely on heuristics or habits and make a quick decision without going through each step of the decision process.

Unless a Purchase Decision Is Risky And/or Has High Involvement