MARKETING & MANAGEMENT 2Week 4: How a consumer’s level of involvement affect his or her choice of problem-solvingprocess. Compare and contrast with high involvement and low involvement purchasesThe level of involvement has a significant impact on the decision of a purchase. If the level ofimportance is put high on the item, and the items need, in that case it is fine to say that the itemwill be bought (Pierce & Irwin, 2016, p. 60).By distinction, high-involvement decisions take ahigher risk to buyers if they fail, are different, and/or have high price tags. An example when a company intentionally triggers recognition of a particular need through its promotional campaign.A company may intentionally triggers recognition of a particular need through its promotionalcampaign in an instance such as, when offering after-sale services through text messages.An example of a purchase for which you experienced post-purchase cognitive dissonance and how it was overcomeAccording to YU-LUN & CHING-JUI (2014), Cognitive dissonance occurs when behaviors contradict each other. In post-purchase situation, an individual’s idea about the product may contradict as well, for example, I bought a Sony Xperia mobile whose specifications are almost similar to that of Samsung mobile, considering the price, I found that Samsung is cheaper than Sony even with the same qualities. The price was slightly different, so I just felt contented, thus overcoming the situation of cognitive dissonance.Major stages in the consumer buying decision process and how the Internet impact this decision-making processConsumer problem-solving is categorized into three types. These include limited problemsolving, routinized response behavior, and extended problem solving (Kim et al., 2017). Internet

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