购买决定的类型 5-9 High Low Involvement Involvement Significant Complex Variety differences Buying Seeking between brands Behavior Behavior Few Dissonance Habitual differences between Reducing Buying Buying brands Behavior Behavior 商务策划学院2002商务策划学院 2002 购买决定的类型 5-9 Complex Buying Behavior Dissonance￾Reducing Buying Behavior Variety￾Seeking Behavior Habitual Buying Behavior High Involvement Significant differences between brands Few differences between brands Low Involvement