BUYERBEHAVIORASPROBLEMSOLVING 83
frequentlypurchased,suchasbread,thebuyingprocessistypicallyquickandrouti nized.
Adecisionconcerninga newcarisquitedifferent.Theextent towhicha decisionisCO'] -
sideredcomplexor simple dependson(1) whether thedecision is novel orroutine,andon
(2)theex tent of thecustomers'involvementwiththedecisi on.Agreat dealof discussion
hasrevolv~daroundthisissueofinvolvement.High-involvementdecisionsarethosethat
areimportantto the buyer. Suchdecisionsarecloselytiedto theco nsumer'segoandself-
image.Theyalsoinvolvesomeriskto theconsumer; financial risk(highly priceditem~).
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AD4.1 OrderingDishPVRis a high-involvementdecision.