The Marketing Book 5th Edition

Consumer decision making: process, level and style 133

each application is a discrete, discontinuous use
initiation. And financial services might fall
between the two: of medium involvement,
representing an infrequent but important pur-
chase, a dynamically continuous innovation.
Assael (1991/1996) uses similar dimensions of
buying situations to classify the consumer
behaviours for different types of product
(Bhate, 1992). Hence:
Complex buying behaviouroccurs when the
consumer is highly involved, the product is
expensive and risky, and there are perceived
differences in the brands available. The con-
sumer in this case goes through a cognitive
learning process, i.e. search for information,
evaluation of products etc. Assael (1996) claims
that it is typical consumer behaviour for appli-
ances and durables such as ‘autos, electronics,
photography systems’. Consumers actively
search for information to evaluate and consider
alternative brands by applying specific criteria

such as resolution and portability for a camera,

and economy, durability and service for a car.

Dissonant buying behaviouroccurs when the

consumer is highly involved, sees no significant

differences among the brands available and

buys the product in a hurry, but once purchase

has been made has second thoughts. He or she

may go out again and collect information to

reduce dissonance. Such behaviour is typical of

the purchase of adult cereals and snack foods.

There is limited problem solving here, because

the consumer is not familiar with the brands. A

new line of microwaveable snacks might be

introduced; unaware of the product class, the

consumer is attracted to the idea of trial to

compare with known snackfoods. Limited

information search takes place and limited

evaluation of brand alternatives.

Habitual buying occurs when there is no

significant difference in brands and the con-

sumer is not highly involved in the purchase,

Table 6.1 Summary of the results

Food innovations Home software

applications

Organizational

software use

Financial services

Do innovators

buy or use

more?

No – adaptors

do

Yes No. Involved

adaptors and

innovators

For some

products

What other

factors influence

behaviour?

Involvement Involvement,

situation

Involvement,

situation

Involvement,

situation

Principal

consumer

behaviour(s)

Complex

Dissonant/

Variety-seeking

[Habitual]

Dissonant

Variety-seeking

Complex

Habitual

Dissonant

Complex

Complex

Marketing mix

considerations

Dual strategy Dual strategy Dual strategy Tailor to

individual

product