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