The document discusses various factors that influence low-involvement consumer decision making. It explains that consumers may rely on peripheral cues like celebrity endorsements when not thinking deeply about decisions. It also describes variety-seeking behavior, where consumers switch brands for variety's sake. Common decision heuristics explained are availability, representativeness, and anchoring and adjustment. The document also discusses how framing effects and mental accounting can influence consumer decisions. In summary, the document outlines that consumers are constructive decision makers influenced by their context and often exhibit low involvement, using heuristics in their decisions.

2. 1. Low-involvement
consumer decision
making
Consumers stray from a deliberative,
rational decision process by
2. Varietty-
seeking buying
behaviour
4. Framing
3. Decision
heuristics
5. Mental
Accounting

3. LOW INVOLVEMENT CONSUMER
DECISION MAKING
Consumer does not think much before taking
decisions and may take help of peripheral cues
such as celebrity endorsements

4. Amitabh Bachchan fans
would prefer
DAIRY MILK.

5. IT DOES NOT MATTER
TO US WHAT BRAND
TOOTH BRUSH WE ARE
PURCHASING.

6. VARIETY SEEKING BUYING BEHARIOUR
Brand switching occurs just for the sake of variety.
OKAY! LAST TIME IT WAS LAYS, LET’S TRY BINGO
TODAY..

7. DECISION HEURISTICS
AVAILABILITY
HEURISTIC
Consumer base their
predictions on the
quickness and ease
with a product comes
to our mind
REPRESENTATIVENESS
HEURISTIC
Consumers base their
predictions on how
representative the outcome
is to other examples
ANCHORING AND
ADJUSTMENT
HEURISTIC
Consumers arrive at an
initial judgement and
then adjust it based on
additional information.

8. Availability
heuristic
My hair went
rough last time I
used the product

9. Representative
heuristic
Packing is
similar for
different brands
so that products
could be seen as
a representative
of the whole
category

10. Anchoring And
Adjustment
Heuristic
Later experiences of the
consumers would be
interpreted in a same
manner

11. Rs 5000 Rs 20,000
FRAMING
The manner in which choices are presented to and seen by the
customer.
Rs 50,000
A Rs. 20,000 phone may seem expensive w.r.t. a Rs. 5,000 phone but cheap in
context to Rs. 50,000 phone.

12. MENTAL ACCOUNTING
It is the tendency to categorise funds though there is no logical basis for
the categorization.
Deposit
5,000 in savings account A
for home,
5,000 in B for my child’s
future and
5,000 in C for my after
retirement fund

13. Consumers are constructive decision
makers and subject to many
contextual influences. They often
exhibit low involvement in their
decisions, using many heuristics as a
result.

16. DISCLAIMER:
Deepalijain
HBTI,KANPUR
during an internship by
Prof. Sameer Mathur,
IIM Lucknow
www.iiminternship.com