Purchase Decisions for High Involvement Products: The New Generation of Buyers

Abstract

Decision making for high involvement products typically follows a rational process that requires time and effort on the part of the buyer. Consumers were required to pay more attention to each phase of the process. In the area of information search, consumers went through a thorough, and time consuming process to find all the information necessary to make a sound decision. The new generation of buyers have more powerful technology at their fingertips that allows them to make decisions in real time as they purchase high involvement products. Important marketing factors relevant to the new generation of buyers are examined.