How People Make Buying Decisions

Read this chapter, which discusses consumers' decision-making process and examines the situational, personal, psychological, and societal factors influencing their buying decisions.

Low-Involvement Versus High-Involvement Buying Decisions and the Consumer's Decision-Making Process

Review Questions

  1. How do low-involvement decisions differ from high-involvement decisions in terms of relevance, price, frequency, and the risks their buyers face? Name some products in each category that you've recently purchased.
  2. What stages do people go through in the buying process for high-involvement decisions? How do the stages vary for low-involvement decisions?
  3. What is postpurchase dissonance and what can companies do to reduce it?