As consumers, we make decisions about what we buy every day. We may buy lunch every day or a cup of latte before work, which are relatively low involvement purchases. On occasion, we may buy a house or a new car, which for most of us are high involvement purchases. Think of a recent purchase you have made (please refrain from using names as we want to respect corporate integrity). Identify in detail the steps of the purchase decision process. Was this a high or low involvement purchase? Note: The more decision-making steps used, the higher the involvement purchase. What, if anything, could the company have done that could have made your decision easier? Review MindTap Module 3 to learn how and why consumers make decisions about what they are going to buy. Review the following Sample Discussion to obtain a better sense of the material to include in your posting. Sample Posting for Discussion #1 Problem Recognition - I have just arrived in Kelowna after a long drive (8 hours) from Calgary. I am on my own with two tired and cranky kids in the back seat of my van. We are really hot and thirsty. Information Search -I would like an iced coffee and the kids would like something cold to drink. I am driving and looking .. I see a local Canadian chain but I am not fond of their iced coffees. I would prefer a US chain, if possible, because I like their iced coffee and I know they have non-caffeinated cold slushy drinks for kids. Evaluation of Alternatives - I spy the US chain and pull over. For myself, I am contemplating the iced coffee mixture "lite" or the iced coffee with coconut. Either will do but I think I will take the lite as it should be less fattening and less filling. Purchase Decision - I buy the lite iced coffee. Post-purchase Behaviour I took one sip of the lite iced coffee and promptly returned it. Apparently, "lite" in this case means that they use artificial sweetener in the coffee. I expected "low-fat" which was not what I received. This was a very low involvement purchase. The chain could have indicated on their signage that the beverage contained artificial sweetener.