Week 5 - Problem Recognition and Information Search Flashcards
Five Stages of Purchasing
problem recognition, information search, options assessment, purchase decision, post-purchase evaluation feedback
What stimulates problem recognition?
creation of a new ideal state
creation of dissatisfaction with the actual state
position as a solution to a problem
Internal search definition
searching for information from memory
Kind of information consumers recall
brands, attributes, evaluations, and experiences
consideration (brand recall) definition
the brands/products left after a person has narrowed down their choices based on their own personal screening criteria
Evoked recall (brand recall)
brands which the consumer is aware of and considers for purchase; what comes to their mind
Attribute recall
- Accessibility/availability - gallon per mile
- Diagnostic - “toothpaste whitening”
- salience - how much you are thinking about it
- vividness - how much you can picture it
- goals - depends on what you want
is internal search accurate?
not necessarily
confirmation bias
draws attention to negatives of competition
inhibition
consumers don’t always consider key aspects and they recall other, more accessible attributes
mood can affect internal search as well…
guide to what information a consumer comes up with –> positive mood= positive info
external search definition
searching for information from the environment
sources of external information
retailer, media, interpersonal, independent, experiential, internet
actual state
where we are now
ideal state
where we want to be
