nvolve social or psychological implications. Consumers may already established criteria for evaluating products, services, or brands within the choice category. It is unlikely that the consumers will search for information and rigorously evaluate each available alternative.Situational factors also influence risk perception. One situational variable is the nature of the task. For example, voluntary risks are more acceptable to people than involuntary risks. When consumers choose to buy the health supplements to increase their energy, they are taking a voluntary risk. When they were made to go to a function reluctantly and require buying a formal dress for it, they are taking an involuntary risk. For voluntary activities, consumers systematically perceive less risk than what actually exists, while for involuntary activities, they tend to overrate the risk. Another situational variable that influences risk perception is how the purchase is to be made. For example, most consumers perceive that there is a greater risk in shopping through the mail for formal clothing than buying it in a retail store.The amount of arousal a person feels influences the capacity of their short-term memory. In high involvement situations consumers are usually more aroused and more attentive, which expands their short-term memory capacity to its maximal extent. In low involvement conditions, the arousal level is apt to be low, so consumers focus relatively little memory capacity on the stimulus. (Mowen & Minor, 1998, p.101). As involvement levels increases, consumers may allocate more capacity to a stimulus. 4.0Buyer Decision Making ProcessesThe following part of the report compares the different decision making processes with respect to health supplements and formal clothing.The consumers buying decision-making process involves five stages. They are:Problem RecognitionInformation SearchEvaluation of AlternativesPurchase DecisionPost Purchase Eval...
