only go through extensive problem solving when there is high involvement steps in the decision making process problem recognition consumer sees the problem information search evaluation of alternatives product choice outcomes alternatives evoked set consideration set product choice once we assemble and evaluate outcomes post purchase affects long term memory iconic transfer ritual take pictures of items before disposable transition place ritual move to garage first then dispose later ritual cleansing wash and iron first post purchase experience alternative markets lateral cycling of used products craigs list, penny saver snap goods, ebay used books and textbooks used clothing, equiptment freegans
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