6-34: Types of Buying Decisions Students will mostly likely identify
the orange juice as habitual, Subway
as limited, and the car as extended
This is a YouTube link (always check
before class) for a skittles ad.
Ask students why there is so much
advertising with these types of
products. It is in part because they
are often impulse purchases.
6-35: Check Yourself 1. The high involvement consumer
will scrutinize all the information
provided and process the key
elements of the message more
deeply. As a consequence, an
involved consumer is likely to
either end up judging the
message to be truthful and will
form a favorable impression for
the product being advertised or
alternatively view the message as
super*cial in nature and develop
negative product thoughts
2. Limited problem solving occurs
during a purchase decision that
calls for, at most, a moderate
amount of e5ort and time.
Customers engage in this type of
buying process when they have
had some prior experience with
the product or service and the
perceived risk is moderate.
Limited problem solving usually
relies on past experience more
than on external information.
Extended problem solving, which
is common when the customer
perceives that the purchase
decision entails a lot of risk,
entails much external