Compare the habitual decision-making process and the extended problem-solving process. Give an example of when a consumer might use each in the consumer decision-making process

Question

What will be an ideal response?

Answer 1

Researchers think of decision making on an "effort" continuum, with habitual decision making at one end of the continuum and extended problem solving at the other end. Decisions that fall in the middle of the continuum are characterized by limited problem solving. Habitual decision making requires little effort or thought, while extended problem solving requires research, thought, and time. Consumers use habitual decision making when they make purchases automatically, without comparing alternatives or searching for information. A consumer uses habitual decision making when he buys the same brand of cereal or yogurt every week. Consumers use extended problem solving when they are highly involved with a purchase with a high level of perceived risk, such as buying a new car or house.