Consumer behaviors have been proven to be driven by external and internal forces. The importance of a purchasing decision is determined by consumers, not by products. If consumers have expertise in products, they may make buying decisions relatively very quickly, while other consumers may need to acquire and digest more information to form evaluation before jump into a decision. The extent of involvement indicates the importance and the joy in consuming the product, the amount of necessary information needed to close a purchase. The extent of involvement in purchasing decisions may be seen as a sequence ranging from repetitive decisions (consumers are indifferent) to important decisions that necessitate an extensive consideration. Consumers without a concept about a product may be more concerned than somebody already has experienced it. Sometimes, consumers spend time pondering about product they desire, evaluating and comparing them considerately, then stop and never proceed to the purchase stage. Regular, basic products such as mineral water, milk do not necessitate consumers to exploit more information or consider other options. Consumers simply buy them as soon as they recognize a need. The level of involvement in the buying decisions incline to decrease if the products are relatively inexpensive; when consumers are exposed to less risky situations (financial and timing) they are disappointed by buying the product.
Consumers automatically respond to purchase decisions if those decisions are repetitive and based on restricted information. For instance, if a Cappuccino is always the beverage to be ordered, a programmed response behavior is generated. Consumers may be not interested in trying new beverages because the routine is to take a Cappuccino, and they simply do it.
Marketing professionals attempt to encourage consumers to make impulse purchases in by creating unplanned shopping situation. For example, while checking out at the convenient store , buyers maybe come across a newspaper with a shocking news about the stock market and buy it immediately simply because they want to read it. This kind of decision is a typical low-involved decision. Although low-involved decisions aren’t always for impulse purchase, they can be.