Dissonance-Reducing Habitual Buying Variety Seeking Buying

Complex Buying Behavior

Consumer buying behavior in
situations characterized by high
consumer involvement in a
purchase and significant
Definition
perceived differences among
brands.
Buying Behavior Behavior
Consumer buying Consumer buying
behavior in situations behavior in situations
characterized by high characterized by low
involvement but few consumer involvement
perceived differences and few significant
among brands. perceived brand
differences.
Behavior
Consumer buying behavior in
situations characterized by low
consumer involvement but
perceived significant brand
differences so they engage in
variety-seeking purchasing
behavior.

- This purchasing behavior is
often seen when buyers
purchase items that are
expensive, risky, infrequent,
highly self-expressive, and have
significant differences between
brands.
Differences - Customers will go through a
process learn when engaging in
complex purchasing behavior.
They will first form an opinion,
then a corresponding attitude
and make a thoughtful
purchasing decision.
Example I want to buy a TV. And
because it’s a product I don’t
buy often, I will research the
types of TVs or I will ask my
friends and family for their
- This type of behavior - Consumer tend to buy - It occurs when consumers
is often observed when their favorite brands or demonstrate a desire for new
consumers purchase brands they use experiences, change, and
expensive, infrequent, or frequently, or products novelty in their purchases.
risky products but see with low prices. - There are notable differences
little difference among - Consumers have no between brands, and consumers
brands; like furniture... brand loyalty in this case, frequently switch from one
- These minimal options and they do not conduct brand to another. Because
are often defined as the research or request switching items is inexpensive,
buyer's decision-making additional information buyers can try the newest brands
opportunities in a before making a purchase. for no reason other than
limited mode, and they curiosity, boredom, or simply a
tend to buy what is desire to experience new
available without products.
learning the ropes.
If someone wants to I often buy milk from Jollibee fried chicken restaurant
purchase a flat-screen Vinamilk to drink and just launched a dish that looks
TV, and each model after returning to the delicious and fancy and I want
they are looking at has store, I have the habit of to try it so I'll buy it.
the same screen buying the milk I drank
 opinions on the best TVs to use.
- Understand the information-
gathering and evaluation
behavior of high-involvement
What consumers.
marketers - Help buyers learn about
do? product-class
attributes and their relative
importance.
resolution, they may feel before instead of having
a strong sense of conflict to buy milk from another
or tension. The brand.
“dissonance” occurs
when a consumer is
worried they will make
the wrong choice and
will regret their decision
later.
- Provide evidence and - Focus on advertising - Try to encourage habitual
support to help campaigns to promote buying behavior by dominating
consumers feel good buying. shelf space, keeping shelves
about their brand - Use price and sales fully stocked, and running
choices. promotions to promote frequent reminder advertising.
buying - Do frequent advertising, offer
lower prices, discounts, deals
and free samples to attract
customers.