Lecture 4 Flashcards
1
Q
Problem recognition
A
- Problem recognition is the perceived difference between an ideal state (where we want to be) and an actual state (where we are now)
- Ideal state is influenced by past experiences, goals, changes, cultures
- Actual state is influenced by physical factors, our needs, external stimuli
2
Q
Can Marketers Stimulate Problem Recognition
A
- They can help put consumers in a state of problem recognition and motivate them to start the decision process by creating new ideal state and creating dissatisfaction with actual state
3
Q
High Effort Consumer Decisions – what decisions to make in high effort situations
A
- Deciding which brands to consider
- Consideration set – the subset of ttop-of-mind brands evaluated when making a choice
- Inept set – options that are unacceptable when making a decision
- Inert set – options toward which consumers are indifferent
__________
- Decide what is important to the choice
- Weights of attributes changes according to goals, time, framing
__________
- Deciding what brand to choose
- Cognitive decision making models combine information about attribute to research a decision in a rational, systematic manner
- Affective decision making models are decisions based on feelings and emotions
4
Q
High Effort Consumer Decisions – Cognitive Decision Making Models
A
- Compensatory models – negative features can be compensated for by positive ones
- Non compensatory models – negative information leads to rejection of the option
- Decisions base on brands – evaluation one brand at a time, evaluating the attributes
- Decisions based on product attributes – compare brands one attribute at a time
5
Q
High Effort Decisions – Some other issues
A
- Decision delay – too many attractive options, too risky, entails unpleasant task
- When alternatives cannot be directly compared e.g. trip to Fiji vs computer
- Alternative based – based on overall evaluation
- Attribute based – using abstract representations of comparable attributes e.g. fun
