Part 1 Flashcards
What is the definition of problem recognition?
the perceived difference between an actual and ideal state
Define ideal state and actual state, and provide an example of each
Ideal State: the way we want things to be
Ex. Clean room, good meals, exciting job
Actual state: the way things actually are
Ex. dirty dorm, ramen noodles, boring entry level job
What does ‘keeping up with the Joneses’ mean? Provide an example
To always want to own the same expensive objects and do the same things as your friends or neighbours, because you are worried about seeming less important socially than they are.
Ex.) Your neighbor gets the newest lawnmower, so do you.
Define internal search. What are two types of information recalled during an internal search?
Internal search: the process of recalling stored information from memory
Brands
Attributes
Define retrieval set and evoked set. Which set is more desirable for a company?
Evoked set: All of the brands you consider purchasing from.
Retrieval set: All of the brands you can think of
Evoked
How can a company use goals or usage situations to get you to consider and/or purchase their products?
Goals/usage situation – associate products with meeting goals. If you drink gatorade, you can be a top athlete. Shake weight- You will be ripped.
How can a company use retrieval cues to get you to consider and/or purchase a product?
Retrieval cues – associating a brand with a retrieval cue.
Example: If you hear a sound and you think of a product or company, Coke owns the color red.
Define salience and provide an example.
“top of mind” or more important in consumer’s mind;
smell coffee and think of Starbucks
What role does diagnosticity mean to attribute recall?
ability to help us distinguish objects from one another
Define confirmation bias and provide an example.
Tendency to recall information that reinforces or confirms our overall beliefs rather than contradicting them; news reporter seeking witnesses with their view on the issue
What are some factors that hurt the accuracy of internal search?
Consumers dont always accept key concepts
consumers recall other more accessible attributes
inhibition- recall of one attribute inhibiting the recall of another
mood
What is the difference between pre-purchase search and ongoing search?
pre-purchase search- a search that aids buying decision
ongoing search- a search that occurs regularly, regardless of whether the consumer is making a choice
What are three examples of sources of external search?
retail- visits, calls, online
media- news, social media, advertising
experiential- try before you buy
What is information overload and how can it affect external search?
The exposure to too much information or data; can lead to a decline in decision quality. how many sites do you visit before you make a purchase?
How does involvement, perceived risk, consideration set, relative brand uncertainty, and discrepancy of information affect the motivation to process information
The greater the perceived risk and involvement, the greater the focus on the search process. the more brands in a consideration set, the longer the search process. the more uncertainty around the decision, the longer the search. the greater the discrepancy of information, the longer the search
