Habitual, Limited and Extended Decision Making

What it is

In limited decision making the buyer recalls a few options and picks using some extra information such as price; in extended decision making the buyer searches internally and externally, compares many options on many criteria and evaluates the outcome afterwards. The book stresses the types blend into each other. On this site it is read alongside Purchase Involvement, Habitual, Limited and Extended Decision Making and Brand Loyalty.

In effect

Noticing that the cereal box is nearly empty and picking up the same cereal next shop without looking at alternatives or price.

What it does not say

It is not the same thing as Purchase Involvement, which sits close to it on this site but describes a different part of how people decide. It also does not say that the finding reaches every product, buyer or setting; where this page goes beyond the cited research, the step is an inference and is labelled as one.

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