There are three basic types of consumer problem solving, explained in Chapter 7, and we also discussed these in class, in light of high and low involvement and the level of past experience. If you didn't come here immediately, then maybe you didn't read the question properly.

20.   Behavioural scientists recognize different levels of consumer problem solving. Which of the following is not one of these levels?

a)    Routinized response behaviour.
This is the case of a consumer having a high level of past experience. Usually in the case of low involvement products, although things like cigarettes or newspapers - which are also to some extent high involvement goods - are also purchased using this behaviour.

b)    Limited problem solving.
In the case of low involvement goods and with little previous experience, some problem solving will occur, but not extensively. A good example is that of a car battery, tires, etc.

c)    Rational problem solving.
This is the correct answer, because there is no such thing in consumer behaviour, which talks about a rational problem solving response.

d)    Extensive problem solving.
Extensive problem solving occurs in the case of high involvement goods and when the consumer has no prior information or is not satisfied with that prior information.

e)    All of the above are recognized levels of problem solving.
Obviously not.

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