According to the elaboration likelihood model, what variable determines whether limited or extended problem solving will be used in a purchase decision?

The elaboration likelihood model (ELM) posits that the likelihood of a person to engage in deep cognitive processing of a message—or the extent to which they will elaborate on the information presented—depends significantly on their level of involvement with the topic. This level of involvement can vary from low to high and is influenced by the personal relevance or importance of the decision to the individual.

When consumers perceive a purchase as highly involving—either due to the significance of the product, the potential for high stakes, or their personal interest in the category—they are more likely to engage in extended problem solving. This process involves thorough evaluation of information, consideration of various alternatives, and analytical thought regarding the decision.

In contrast, when involvement is low, consumers may rely on heuristics or simple decision-making processes, leading to limited problem solving. This can occur for less significant purchases or when consumers feel they have enough prior knowledge or experience with the product category.

Thus, the level of involvement directly impacts the type of cognitive processing that consumers will employ—either extensive or minimal—when making a purchasing decision, making it the determining variable in the context of the ELM.