Question

The consumer's ________ determines whether she will engage in habitual decision making, extended problem solving, or something in between the two. select one:

a. need for customization
b. level of involvement
c. need for cognitive dissonance

Answer 1

B. Level of involvement

The consumer's level of involvement gauges how much activity and effort the consumer is willing and able to put into the decision-making process and whether he or she will engage in extended problem-solving. The marketer and producer must consider how engaged and involved the consumer will be to determine whether it will be a habitual or extended thought process.