Chapter 7 - Problem Recognition and Information Search Flashcards
Problem Recognition
the perceived difference between an ideal and an actual state
problem recognition
a critical stage in the decision process because it motivates the consumer to action
ideal state
the way that consumers would like a situation to be
actual state
the real situation as consumers perceive it now.
- create a new ideal state
2. encourage dissatisfaction with the actual state
2 major techniques to stimulate problem recognition
internal search
the process of recalling stored information from memory
the recall of four major types of information
- brand
- attributes
- evaluations
- experiences
Consideration (or evoked set)
the subset of top-of-mind brands evaluated when making a choice
Diagnostic information
helps us distinguish objects from one another
Salient attribute
attribute that is “top of mind” or more important
Attribute determinance
attribute that is both salient and diagnotic
Online processing
when a consumer is actively evaluating a brand as he/she views an ad for it
three biases that have important implications for marketing
- confirmation bias
- inhibition
- mood
Confirmation bias
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
selective perception
we see what we want to see
inhibition
the recall of one attribute inhibiting the recall of another
external search
the process of collecting information from outside sources (magazines, dealers, ads)
two types of external search
prepurchase search and ongoing serach
five key aspects of the external search process
- source of information
- the extent of external search
- content of the external search
- search typologies
- the process or order of the search
where can we search for information
- retailer search
- media and social media search
- interpersonal search
- independent search
- experiential search
Retailer search
external source of information: visits or calls to stores or dealers, consumers believe they save time by going to stores that are clustered together
Media and social media search
external source of information: information from advertising, online ads, manufacturer-sponsored websites and forums, and other types of marketer produced communication
Interpersonal search
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
Independent search
external source of information: contact with independent sources of information, such as books, nonbrand-sponsored websites, etc
Experiential search
external source of information: using product samples or product/service trials (such as a test-drive) or experiencing the product online
experience goods
products that cannot easily be evaluated until after purchase and use
search goods
products that can be evaluated before purchase and use
two groups of internet searchers
- experienced searchers
2. moderate and light users
subjective knowledge
the consumer’s perception about what he or she knows relative to what others know
objective knowledge
refers to the actual information stored in memory that can be measured with a formal knowledge test
Brand name
the most frequently accessed type of information
Price
often the focus of consumer search; it tends to be diagnostic and can be used to make inferences about other attributes
two major types of processes in acquiring information
- searching by brand
2. searching by attribute
searching by brand
consumers acquire all the needed information on one brand before moving on to the next
searching by attribute
consumers compare brands in terms of one attribute at a time
