4 Modes of Consumer Decision-Making
1. Extended Problem Solving: low experience, high involvement. deliberate careful research. (buying a diamond ring or hybrid car). 2.Limited Problem Solving: low experience, low involvement. common products, limited search. (diapers, tooth paste for sensitive teeth). 3.Habitat or Variety Seeking: high experience, low involvement. Variety-switch brands at random, Habitat-buy single brand repeatedly. 4.Brand loyalty: high experience, high involvement. conscious commitment to find same bran each time purchase made. (chanel ad with woman w/ chanel tattoo).