MOD 6 - CH 14 Flashcards
What is purchase involvement?
Purchase involvement refers to the level of concern or interest a consumer has in the purchase process for a particular product. It is a temporary state influenced by individual, product, and situational factors.
How does purchase involvement affect the decision-making process?
As purchase involvement increases, the decision-making process becomes more complex, involving more extensive search, evaluation of alternatives, and significant post-purchase evaluation.
What are the types of consumer decision-making processes?
The three types of decision-making processes are:
-Nominal Decision Making (Habitual)
-Limited Decision Making
-Extended Decision Making
What characterizes nominal decision making?
Nominal decision making involves low involvement, where consumers make decisions with minimal effort, often based on habit. There’s little to no evaluation of alternatives. Example: purchasing the same brand of toothpaste regularly without considering other options.
What is the difference between brand-loyal purchases and repeat purchases in nominal decision making?
- Brand-loyal purchases: Consumers are committed to a particular brand, often due to emotional attachment (e.g., always buying Colgate toothpaste).
- Repeat purchases: Consumers are satisfied with a product but do not have strong brand loyalty (e.g., repeatedly purchasing Del Monte ketchup without considering alternatives).
How does limited decision making differ from nominal decision making?
Limited decision making involves a bit more effort, including some external search and evaluation of a few alternatives based on a limited set of attributes. It is often triggered by emotional or situational needs and leads to less post-purchase evaluation.
How does purchase involvement impact decision-making across cultures?
Purchase involvement and decision-making processes can differ across cultures, such as in family decision-making. For example, in more patriarchal societies like China, decisions may be more husband-dominated, while in the U.S., decisions tend to be more joint.
What is problem recognition in the consumer decision process?
Problem recognition is the first stage in the consumer decision process. It occurs when a consumer perceives a discrepancy between their current actual state and their desired state, which triggers the decision-making process.
What is the difference between an active problem and an inactive problem?
- Active problems are those that consumers are aware of or will naturally become aware of (e.g., safety concerns with charcoal lighter fluid).
- Inactive problems are those that consumers are not yet aware of, but once they recognize the problem, they may see the solution as desirable (e.g., a safer fire-starting product).
How can marketers help activate problem recognition?
Marketers can help activate problem recognition by educating consumers about issues they may not be aware of (e.g., health risks of certain behaviors) and highlighting how their product can solve those problems.
What are uncontrollable determinants of problem recognition?
Uncontrollable determinants of problem recognition are factors that influence a consumer’s desires and perceptions of their actual state, but are beyond the direct influence of marketing managers. These factors can include changes in family composition, individual development, and government actions.
How does a discrepancy between desired and actual states lead to problem recognition?
Problem recognition occurs when a consumer perceives a gap between their desired state (what they want) and their actual state (what they have). This discrepancy triggers the decision-making process to address the problem.
Can boredom influence problem recognition?
Yes, boredom can lead to problem recognition. For example, consumers may get bored with food items like cereal or snacks, not because they dislike the brand but because they seek variety. Marketers can address this by offering a variety of product options to satisfy these changing desires.
How do government agencies and consumer groups influence problem recognition?
Government agencies and consumer groups often trigger problem recognition through campaigns or warnings. For instance, warning labels on cigarettes or alcohol, anti-smoking campaigns, or advertisements about the dangers of drinking and driving can make consumers aware of health or safety issues.
How does individual development in skills impact problem recognition?
As individuals develop new skills (e.g., in skiing, music, or gardening), their desires evolve, which can lead to new problems. For example, a beginner skier may want basic equipment, but as their skills increase, they will recognize the need for more advanced gear.
How do marketers respond to uncontrollable determinants of problem recognition?
Marketers often need to understand and adapt to uncontrollable determinants by offering a variety of products, providing information that addresses emerging issues (e.g., health or safety), or creating campaigns that align with changing consumer desires or societal issues.
What are the four concerns of marketing managers related to problem recognition?
Marketing managers need to: 1) Know the problems consumers face, 2) Develop a marketing mix to solve those problems, 3) Occasionally cause consumers to recognize problems, and 4) Sometimes suppress problem recognition among consumers.
What is the role of intuition in discovering consumer problems?
Intuition is a common, inexpensive, and fast approach to discovering consumer problems. However, it can be inaccurate or too narrow, which is why marketers often complement it with research to increase the success rate of new products.
What is Activity Analysis in discovering consumer problems?
Activity analysis focuses on specific activities (like cooking or swimming) and identifies problems consumers face during those activities. For example, a shampoo brand might address issues caused by swimming in chlorinated pools.
What is Product Analysis in consumer problem recognition?
Product analysis examines the use or purchase of a specific product or brand to identify related consumer problems. For instance, marketers might study issues faced by consumers using mountain bikes or laptops to address those problems in future product designs.
How does Problem Analysis differ from Activity and Product Analysis?
Problem analysis starts with a problem and asks consumers which products, brands, or activities are associated with it. For example, a packaging study might explore which brands have problems with hard-to-open or wasteful packaging.
What is Human Factors Research, and how does it relate to problem recognition?
Human factors research studies human capabilities (like vision or strength) to identify functional problems in product design. For example, it can help in the design of products like lawn mowers or smartphones to reduce user fatigue.
How does Emotion Research help in problem recognition?
Emotion research examines how emotions influence problem recognition and resolution. It helps marketers understand consumer reactions to product failures and develop appropriate responses, such as training customer service to handle emotions like anger.
What are the two approaches to causing problem recognition?
The two approaches are: 1) Generic problem recognition, where the problem can be solved by various brands in a product category, and 2) Selective problem recognition, where only one specific brand can address the issue.
