Problem Recognition and Information Search Flashcards
Definition of problem recognition.
The perceived difference between an actual and ideal state.
Define ideal state and actual state.
Ideal State: The way we want things to be.
(Married, with kids, good job, and money)
Actual State: The way things actually are.
(Not married, no kids, no job, and broke)
What does “Keeping up with the Joneses” mean?
This creates dissatisfaction with the actual state you are in. You always want to next best thing, have to have a one up on everyone, new technology, coolest clothes, etc. MORE MORE MORE.
Define internal search. 2 Types of information recalled during an internal search.
Internal Search: the process of recalling stored information from memory.
2 Types of info recalled:
1-Brands
2-Experiences
How can a company use goals or usage situations to get you consider/purchase products?
If the company can get you to use their product to meet your own goal of losing weight. OR example the fitbit. They sell and automatically produce a goal for you to meet. 10,000 steps.
How can a company use retrieval cues to get you to consider/purchase product?
Associating brand with a retrieval cue.
Ex: Polar bears and Coke.
Define salience and provide example.
Salience: “top of the mind”
or in the consumer’s mind.
Example: Thinking of baby clothes so the commercial about baby clothes really SPEAKS TO YOU.
What role does diagnostically mean to attribute recall?
Ability to distinguish objects from one another.
You can tell an Arby’s french fry from a McDonald’s.
Define confirmation bias and give example.
Confirmation bias: tendency to recall information that reinforces or confirms our overall beliefs versus contradiction them.
Think of the recent article about religion being good besides all the news headlines you saw today about it being bad.
Factors that hurt the accuracy of internal search.
- Inhibition: one thing you recall inhibits you from recalling anything else (all you can remember is the house you loved that had a pool instead of the one that fit your basic needs)
- Mood
Difference between pre-purchase search and ongoing search.
Pre-purchase search: Search that aids a specific buying decision. (all the googling you do of a certain car before you buy it)
Ongoing search: Things you are passionate about. A search that occurs regularly regardless if you are making a choice/purchase. (I always google the latest Tom’s fashion shoes even if I won’t buy them or am not looking for them)
3 Examples of source of External Search.
Retailer: Online/ in store
Interpersonal: friends, family, acquaintances
Media: News, social media, advertisements
What is information overload and how can it affect external search?
Information overload: Getting too much information on one thing or a category that it leads to the decline of the quality of your decision.
You don’t make as good of a decision. Only what matters to you matters not all the excess.
How does involvement, perceived risk, consideration set, relative brand uncertainty, and discrepancy of information affect the motivation to process information?
Involvement: The more involved you are in the decision/product the less of a risk you perceive yourself to have.
Perceived risk: The higher the risk the more you tend to search.
Consideration set: The brands that come to mind when you are considering a purchase, period. More brands leads to more searching.
Relative Brand Uncertainty: The less familiar you are the more the new information strikes you.
Discrepancy of information: More searching
2 Characteristics of consumers who want to conduct a longer search for information.
1-How vital the decision is.
2-How much time they have to make said decision.
