2 - Problem Recognition & Search Flashcards
Problem recognition
Identifying the gap between actual and ideal state
Moves consumer from passive (non-decision) state to active (decision) state
Increases motivation to act
eg: makeup brands advertise what you will look like with their product on
How firms can initiate problem recognition
Point out low actual state
Provide high ideal state
Contrast low actual vs high ideal state
Drawbacks of high ideal states
Some high ideal states that brands advertise can be seen as unrealistic and unauthentic. Firms need to make sure they don’t overdo it
Brand authenticity and consumer decisions
62% of consumers say their purchasing decisions are influenced by a company’s ethical values and authenticity
Most appropriate high ideal states
Should be culturally relevant if possible and should be authentic + realistic
eg: Tanned skin is ideal in western cultures
Visual ideal state
Consumers have a specific visual appeal that they want to achieve
eg: instead of speed limiters that indicate your speed and flash lights, use happy and frowny faces
Social ideal state
Consumers have a specific social identity that they want to project to others
eg: a landlord showing the electricity usage of you and your neighbours can incentivize you to save more energy
Search
Happens after problem recognition, includes internal and external search
Internal search
Searched through memory. Both brand names (top-of-mind) and attributes are important
eg: low sleep (actual state) vs high energy (ideal state) = search for coffee = Starbucks (many options and customization)
External search
Researched, can be through the web, through friends, etc. Brand names, attributes, paid ads, and organic searches are important
Organic searches
Top results that are not paid ads
Search engine optimization (SEO)
When a search term is entered, search engines create a ranked list of “relevant” pages
