Chapter 7 Flashcards
Problem recognition
The perceived difference between an ideal and an actual state
ideal state
The way that consumers would like a situation to be (having an excellent carmera or wearing attractive clothing)
The actual state
The real situation as consumers perceive it now
Internal search: searching for information from memory
The process of recalling stored information from memory
Researchers have examined the recall of four major types of information
Brands
Attributes
Evaluations
Experiences
Brands (the recall of four major types of information)
Rather than remembering all available brands in any given situation, consumers tend to recall a subset of two to eight brands known as a consideration or evoked set. In general the consideration set consists of brands that are top of mind, easy to remember, when a consumer is making a decision
Attributes (the recall of four major types of information)
Consumers can often recall some details when they engage in internal search, and the recalled attribute information can strongly influence their brand choices. Information that is more accessible or available - having the strongest associative links - is the most likely to be recalled and entered into the decision process
Diagnostic information
Helps us distinguish objects from one another. If all brads of computers are the same price, then price is not diagnostic, or useful, when consumers are making a decision
Salient (prominent) attributes are recalled by consumers even when
their opportunity to process is low.
For information to be recalled and entered into the decision it must have
Attribute determinance, which means the information is both salient and diagnostic
Evaluations
Because our memory for specific details decas rapidly over time, we find overall evaluations or attitudes easier to remember than specific attribute information. IN addition, our evaluations tend to form strong associative links with the brand
Experiences (internal search)
Internal serach can involve the recall of experiences from autobiographical memory in the form of specific images and the effect associated with them. Like information in semantic memory, experiences that are more vivid, salient or frequent are the most likely to be recalled
Confirmation bias
Refers to our tendency to recall information that reinforces or confirms our previous information
Inhibition (memory)
Refers to the recall of one attribute inhibiting the recall of another
Consumers engaged in internal search
Are most likely to recall information, feeling and experiences that match their mood
External search
Refers to a search that occurs regularly, regardless of whether the consumer is making a choice
Prepurchase searc
A search for information that aids a specific acquisition decision
Ongoing search
A search that occurs regularly, regardless of whether or not the consumer is making a choice
Five key aspects of the external search process
The source of information
The extent of external search
The context of the external serach
Search typologies
The process or order of the search
For either prepurchase or ongoing search, consumers can acquire information from a number of external sources
Retailer search
Media and social media search
Interpersonal search
Independent search
Experimetial search
Retailer search (for either prepurchase or ongoing searchm consumers can acquire information from a number of external sources)
Visits or calls to stores or dealers, including the examination of package information or pamphlets about brands; in particular, consumers belive they save time by going to store that are clustered together
Media and social media search (for either prepurchase or ongoing searchm consumers can acquire information from a number of external sources)
Information from advertising, online ads, manufacturer sponsored websites and forums and other types of marketer-produced communications as well as from facebook, twitter, bogs, and other social media sources
Interpersonal search (for either prepurchase or ongoing searchm consumers can acquire information from a number of external sources)
Advice from friends, relatives, neighbours, co-workers, and/or other consumers, whether sought in person, by phone, online, text message, or in another way
Independent search (for either prepurchase or ongoing searchm consumers can acquire information from a number of external sources)
Contact with independent sources of information, such as books, nonbrand-sponsored websites like shopping.com, government pamphlets, or magazines
Experimental search (for either prepurchase or ongoing searchm consumers can acquire information from a number of external sources)
Using product samples or product/service trials (such as a test-drive or experiencing the product lin
Six factore increase our motivation to condut an external search
Involvement and perceived risk
The perceived costs of and benefits resulting from the search
The nature of the consideration set
Relative brand uncertainty
Attitudes toward the search
The level of discrepance of new information
