How does the level of involvement affect the type of consumer decision-making process that a person uses?

Question

Quizplus · Accepted Answer

The Answer is A major determinant of the type of decision-making process employed depends on the customer's level of involvement. High-importance issues, such as health care, are also associated with high levels of involvement. Low-involvement products are much less expensive and have less associated social risk, such as grocery or drugstore items. A person's interest in a product or product category that is ongoing and long term is referred to as enduring involvement. Most consumers have an enduring involvement with only a very few activities or items-these are the product categories in which they have the most interest. Many consumers, for instance, have an enduring involvement with Apple products, a brand that inspires loyalty and trust. In contrast, situational involvement is temporary and dynamic and results from a particular set of circumstances, such as the sudden need to buy a new bathroom faucet after the current one starts leaking and will not stop.

How Does the Level of Involvement Affect the Type of Consumer