As illustrated in Figure 3.2 in the main text, there are six steps in a consumer decision-making process. It looks like quite a bit of work considering the number of purchase decisions we make in the course of a week. So consumers have developed a shorthand for making purchases, which we have categorized into types of consumer buying decisions based on the level of involvement. The course readings explain the role of involvement in decision making, and refer to those readings to get a better understanding of routine, complex, and limited problem solving.
Consider the restaurant purchase you made in Topic 1. What was your decision-making behavior? Was it a routine, complex, or limited problem-solving situation? Identify which behavior and explain how the level of involvement played into your decision.
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