In which type of decision-making process might someone invest a lot of effort?

The extensive decision-making process is characterized by a high level of involvement and effort from the consumer. This process typically occurs for important purchases that require careful consideration, significant financial investment, or substantial emotional stakes. For example, consumers engaging in extensive decision-making may research multiple options, compare features and prices, seek expert opinions, and deliberate over their choices for items such as cars, homes, or other high-cost or significant items.

In contrast, routinized choice behavior, limited decision making, and habitual buying involve less effort and lower levels of consumer engagement. Routinized choice behavior refers to habitual purchasing of well-known or low-cost items, while limited decision-making involves choices that are straightforward but still require some assessment. Habitual buying reflects routine purchases made without significant thought. Thus, extensive decision-making stands out for its demand for thorough research and evaluation before arriving at a decision, justifying the considerable effort that consumers will invest in this process.