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Definition

In the choice process, extensive problem solving includes those consumer decisions requiring considerable cognitive activity, thought, and behavioral effort as compared to routinized choice behavior and habitual decision making.[1] This type of decision making is usually associated with high-involvement purchases and when the customer has limited experience with the product category.[2]


References

  1. ^ American Marketing Association. AMA Dictionary.
  2. ^ Govoni, N.A. Dictionary of Marketing Communications. Sage Publications (2004).

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