For many American consumers, the purchase of a personal computer has shifted from an extended problem-solving decision to a limited problem-solving decision. How does this change the way retail stores should display and sell computers?

Answers will vary, but consumers involved in extended problem solving will devote considerable time and effort to evaluating alternatives. For personal computer companies, well-trained salespeople both in-store and online were needed to address consumers' questions. Now that many American consumers know more about personal computer features and options, online software and informative displays are often enough to guide consumer decision making.