When a consumer has a strong preference for either the brand or the store but not both he/she will engage in:

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Limited problem solving refers to a situation where a consumer has some prior experience with the product category but not with all the available brands or stores. Since the consumer has a strong preference for either the brand or the store, he/she will likely only consider a limited set of alternatives and engage in limited problem solving to make a decision. This involves gathering some information, weighing the alternatives using simple decision rules and making a choice. The other options are not appropriate since they involve either very little effort (habitual problem solving) or extensive effort (extended problem solving) which do not fit the consumer's situation.

When a Consumer Has a Strong Preference for Either the Brand