Limited and Extended Problem Solving

Limited: a problem-solving process in which consumers are not motivated to search for information or to rigorously evaluate each alternative; instead they use simple decision rules to arrive at a purchase decision. ^[1]

Extended: an elaborate decision-making process, often initiated by a motive that is fairly central to the self-concept and accompanied by perceived risk; the consumer tries to collect as much information as possible, and carefully weighs product alternatives. ^[2]

Characteristics of:

                                            Limited Problem Solving                              Extended Problem Solving

Motivation                                      Low risk and involvement                                                                   High risk and involvement

Information Search                        Little search, information processed passively,                                  Extensive search, information processed actively,

                                                        in-store decision likely                                                                        multiple sources consulted prior to visits

Alternative Evaluation                    Weakly held beliefs, only most prominent criteria used,                   Strongly held beliefs, many criteria used, significant

                                                        alternatives perceived as basically similar,                                         differences perceived among alternatives, compensatory

                                                        non compensatory strategy used                                                        strategy used

Purchase                                          Limited shopping time; may prefer self-service                                 Many outlets shopped if needed, communication with

                                                        choice often influenced by store displays                                           store personnel often desirable^[3]

Types of Products:

Limited Problem Solving: If the item being purchased is low value and frequently bought, it follows that the buyer will spend less time and effort and will have less involvement with the purchase.^[4]

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Extended Problem Solving: An expensive high risk infrequent purchase will require a lot of detailed information and careful analysis before deciding which one to purchase.^[6] 

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When using extended problem solving, we try to collect as much information as possible, both from our memory (internal search) and from outside sources such as Google (external search).^[8]

     Internal Search: the process by which a consumer acquires information by accessing past experiences or knowledge stored in memory.^[9]

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     External Search: the search process whereby consumers seek and acquire information from external sources such as advertising, other people, or public resources.^[11]

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