Habitual buying decisions usually require very little consumer involvement and brand differences are usually insignificant.14 For frequently purchased, low-cost items such as shampoo, copy paper, or laundry detergent, consumer involvement in the decision-making process is very low. Supermarket shoppers often display habitual buying behavior as they select items.

Variety-seeking buying decisions are characterized by low customer involvement, but important perceived brand differences.15 Brand switching is not uncommon among these buyers because they can be influenced by advertising appeals, coupons, or lower prices to try a new brand. Brand switching is usually motivated by the desire for variety rather than dissatisfaction.16

Complex buying decisions are characterized by a high degree of involvement by the consumer. Consumers are likely to be highly involved when the product is expensive, purchased infrequently, and highly self-expressive.17 The purchase of a vacation home, a long-term care insurance policy, an expensive boat, or a costly piece of art would require a complex buying decision. The learning process for some purchases can be very lengthy.