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High Involvement and Low Involvement

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* Computer software (e.g. game or app/application)
*Underwear
*Restaurant
1. Explain why the first product you chose was a High Involvement purchase and why the second was a Low Involvement purchase.

2. Identify and discuss the differences between the way you went through the purchase decision processes for the two products.

3. Assume now that you are a marketer of each of the two products that you have discussed in the previous pages. Applying only the teaching materials, specifically the presentation "Uses of a Model of Buying Behavior", explain how you might use your understanding of the Model of Consumer Buying Behavior in marketing the two products.

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The solution discusses high and low involvement purchases.

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1. The first I chose was the Restaurant. It is a high involvement purchase because I like food, specific kinds of food and cooking. I am careful about my diet and it is an emotional and rational decision. I like to give great thought to what I eat and when and where and I tend to stick with certain favorite restaurants. When I make a decision to eat at a new restaurant, it is always high involvement.

The second will be underwear. It is low involvement because I buy whatever is on sale, with colors I like, and in a style I like. I don't put a lot of thought into it these ...

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