Product Involvement

and Knowledge

Low Involvement

Low Knowledge

Low Involvement

High Knowledge

High Involvement

High Knowledge

High Involvement

Low Knowledge

Choose adequate product

at minimum effort

Obtain desired functional

consequence

Simple hierarchy,

unclear, ill-defined

subgoals

Uncertainty about goals

Very few choice

alternatives known or

considered

A few concrete attributes

are used

Use a few simple search

and decision heuristics

Problem

Representation:

Basic Motivation:

Routinized or very

limited problem

solving

End Goal:

Goal Hierarchy:

Consideration Set:

Choice Criteria:

Decision Heuristics:

Decision Process:

Choose satisfactory

product with reasonable

effort

Obtain desired functional

consequence

Simple hierarchy, Clear,

well-defined subgoals

Certainty about goals

Several alternatives

known; few considered

A few moderately

abstract attributes are

used

Use a few search and

decision heuristics

Limited (low) problem

solving

Choose “best” product;

“optimize” satisfaction

Obtain desired value

satisfaction

More complex hierarchy,

Clear, well-defined

subgoals

Certainty about goals

Several alternatives

known; and considered

Wide range of relevant

product knowledge is

available for use

Use many search and

decision heuristics

Limited (moderate)

problem solving

Choose “best” product

Obtain psychological

consequences or value

Unclear, ill-defined

subgoals

Uncertainty about goals

Construct hierarchy

Few choice alternatives

known initially; several

considered

Unclear about important

choice criteria

Use many search and

decision heuristics

Extensive (or very

limited) problem

solving

Environmental Effects

Interrupts- are events that disrupts the

ongoing problem-solving process

Four Types of Interrupts

♣ Unexpected information

♣ Prominent Environmental Stimuli

♣ Affective States

♣ Conflicts

♣ Unexpected information

-Interruption occurs when there is an

unexpected modification in physical and

social environmental aspects

♣ Unexpected information

- May cause the consumer to:

◘ take conscious control of the problem-

solving processes

◘ identify new end goal

◘ develop a new goal hierarchy, and

◘ construct different decision plan.

♣ Prominent Environmental Stimuli

-Advertising and promotions in the physical

environment

♣ Prominent Environmental Stimuli

-May cause the consumer to:

◘ be interrupted in an ongoing problem-

solving processes

◘ activate new knowledge and goals

from memory

♣ Affective State

- Moods or psychological events

♣ Affective State

-May cause the consumer to:

◘ activate new goal and start new problem-

solving process

◘ terminate an ongoing problem-

solving processes

♣ Conflicts

- Arise during the course of purchase decision

making

♣ Conflicts

→ Goal Conflicts – occurs when consumers

recognize the presence of incompatible

goals

Types of Goal Conflicts

◘ Approach-approach Conflict

◘Avoidance-avoidance Conflict

◘Approach-avoidance Conflict

◘ Approach-approach Conflict

- two different products leads to a

desirable goals but neither product can

satisfy both goals

◘ Avoidance-avoidance Conflict

- two alternatives with different negative

consequences

ALLERGIC

REACTION

◘ Approach-avoidance Conflict

- consumer consider both positive and

negative consequences of a purchase

action

Effects of Interrupts

♠ May activate knowledge structures that

suggest new decision criteria

♠May activate a choice heuristic

♠May block the current problem solving-

process