Extended problem solving is a purchase decision process in which customers devote considerable time and effort to analyzing their alternatives. Customers typically engage in extended problem solving when the purchase decision involves a lot of risk and uncertainty. Financial risks arise when customers purchase an expensive product or service. Physical risks are important when customers feel that a product or service may affect their health or safety. Social risks arise when customers believe a product will affect how others view them. Lasik eye surgery, for instance, involves all three types of risks: It can be expensive, potentially damage the eyes, and change a person’s appearance.