Chapter 7 - Problem Recognition and Information Search

Question 1

Problem Recognition

Answer 1

the perceived difference between an ideal and an actual state

Question 2

problem recognition

Answer 2

a critical stage in the decision process because it motivates the consumer to action

Question 3

ideal state

Answer 3

the way that consumers would like a situation to be

Question 4

actual state

Answer 4

the real situation as consumers perceive it now.

Question 5

1. create a new ideal state

2. encourage dissatisfaction with the actual state

Answer 5

2 major techniques to stimulate problem recognition

Question 6

internal search

Answer 6

the process of recalling stored information from memory

Question 7

the recall of four major types of information

Answer 7

1. brand
2. attributes
3. evaluations
4. experiences

Question 8

Consideration (or evoked set)

Answer 8

the subset of top-of-mind brands evaluated when making a choice

Question 9

Diagnostic information

Answer 9

helps us distinguish objects from one another

Question 10

Salient attribute

Answer 10

attribute that is “top of mind” or more important

Question 11

Attribute determinance

Answer 11

attribute that is both salient and diagnotic

Question 12

Online processing

Answer 12

when a consumer is actively evaluating a brand as he/she views an ad for it

Question 13

three biases that have important implications for marketing

Answer 13

1. confirmation bias
2. inhibition
3. mood

Question 14

Confirmation bias

Answer 14

tendency to recall information that reinforces or confirms overall beliefs rather than contradicting them, thereby making our judgment or decision more positive than it should be

Question 15

selective perception

Answer 15

we see what we want to see

Question 16

inhibition

Answer 16

the recall of one attribute inhibiting the recall of another

Question 17

external search

Answer 17

the process of collecting information from outside sources (magazines, dealers, ads)

Question 18

two types of external search

Answer 18

prepurchase search and ongoing serach

Question 19

five key aspects of the external search process

Answer 19

1. source of information
2. the extent of external search
3. content of the external search
4. search typologies
5. the process or order of the search

Question 20

where can we search for information

Answer 20

1. retailer search
2. media and social media search
3. interpersonal search
4. independent search
5. experiential search

Question 21

Retailer search

Answer 21

external source of information: visits or calls to stores or dealers, consumers believe they save time by going to stores that are clustered together

Question 22

Media and social media search

Answer 22

external source of information: information from advertising, online ads, manufacturer-sponsored websites and forums, and other types of marketer produced communication

Question 23

Interpersonal search

Answer 23

external source of information: advice from friends, relatives, neighbors, coworkers, and/or other consumers, whether sought in by person, by phone, by text, online, or in another way

Question 24

Independent search

Answer 24

external source of information: contact with independent sources of information, such as books, nonbrand-sponsored websites, etc

Question 25

Experiential search

Answer 25

external source of information: using product samples or product/service trials (such as a test-drive) or experiencing the product online

Question 26

experience goods

Answer 26

products that cannot easily be evaluated until after purchase and use

Question 27

search goods

Answer 27

products that can be evaluated before purchase and use

Question 28

two groups of internet searchers

Answer 28

1. experienced searchers

2. moderate and light users

Question 29

subjective knowledge

Answer 29

the consumer’s perception about what he or she knows relative to what others know

Question 30

objective knowledge

Answer 30

refers to the actual information stored in memory that can be measured with a formal knowledge test

Question 31

Brand name

Answer 31

the most frequently accessed type of information

Question 32

Price

Answer 32

often the focus of consumer search; it tends to be diagnostic and can be used to make inferences about other attributes

Question 33

two major types of processes in acquiring information

Answer 33

1. searching by brand

2. searching by attribute

Question 34

searching by brand

Answer 34

consumers acquire all the needed information on one brand before moving on to the next

Question 35

searching by attribute

Answer 35

consumers compare brands in terms of one attribute at a time