Unless a purchase decision is risky and/or has high involvement, it is reasonable for a customer to shorten the decision process by limiting the information search and evaluation of alternatives stages rather than thoroughly undertaking each step.

Question

Quizplus · Accepted Answer

When a purchase decision is low-risk and has low involvement, customers can rely on their prior knowledge and experience, or simply choose a familiar brand or supplier, skipping the extensive search and evaluation process. This is called routine decision-making and is appropriate for low-cost, frequently purchased items.

Unless a Purchase Decision Is Risky And/or Has High Involvement