Ben commutes to work every day by riding the commuter train into downtown. Every day he stops at the donut shop in the transportation hub building and purchases a cup of coffee and one donut. Ben is now standing in front of the donut store counter to make a purchase. His purchase decision will most likely be a .

Low involvement decision

Explanation: When consumers make relatively easy and straightforward decisions making purchases which are routine and do especially not involve a lot of technicalities characterizes a low involvement decision. Low involvement decision are usually short as they pose very little risk from a financial and psychological perspective. The cost or financial implications is usually lower than that which involves high involvement decisions.

In the scenario above, Ben is making a fairly routine purchase as it is something he buys everyday at the train station. Also cost and technicalities required to purchase donut and coffee cannot be compared with that required when purchasinggoods like cars, estate and so on which require high involvement decision.

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