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
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.
