Considerable research has documented that in many product categories, consumers are unable to distinguish among brands when given blind tests (i.e. taste or use of the products without labels). Such products include cigarettes, beer, liquors, and cosmetics. Nonetheless, even when prices are similar, consumers have strong preferences for specific brands of these products. This strong brand preference is the result of:
A)limited problem solving.
B)high-involvement problem solving.
C)routine problem solving.
D)extended problem solving.

Question

Quizplus · Accepted Answer

The strong brand preference despite the inability to distinguish among brands in blind tests suggests that consumers are using routine problem solving, where they rely on heuristics or habitual decision-making rather than extensive evaluation of options. Limited problem solving would only occur if the decision was based on a few simple criteria (which is not the case here), high-involvement problem solving would require more attention and effort than routine decision making, and extended problem solving would involve more in-depth research and evaluation (which is not happening here either).

Considerable Research Has Documented That in Many Product Categories, Consumers