A low-involvement, routinized consumer product like toothpaste or detergent involves a regular and routine purchase decision. A consumer makes many routine purchases by choosing a preferred brand or one of a few acceptable brands in a quick method called routinized response behavior. The consumer has already set evaluative criteria and identified options, so any further external search is limited. It’s most common in buying very low-involvement products like those mentioned—toothpaste or detergent.

Discuss your ideas about how consumers might change from their preferred brand. Remember that consumers won’t take much time to weigh this decision, so you will need to get their attention quickly.