Extensive Problem Solving


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]


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

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