Week 8

Question 1

Problem Recognition

Answer 1

perceived difference between an ideal and an actual state

Question 2

What is an Internal search

Answer 2

searching for information from memory. Consideration set is recalled.

Question 3

Prototypicality (recall of brands)

Answer 3

prototypical member of a category are reacalled more easily than a less prototypical members. Brand recall is important for a product to be purchased.

Question 4

What info is recalled?

Answer 4

1. Highly accessible info
2. Salient attributes
3. prominent info in advertisements

Question 5

Product experiences are highly accessible because then information cues because they are more vivid in the memory. True or False?

Answer 5

True.

Question 6

Types of Information Search

Answer 6

1. Prepurchase Search

2. Ongoing Search

Question 7

Things affecting accuracy of internal search

Answer 7

1. Confirmaiton Bias
   (a bias to remember things confirming our beliefs)
2. Inibition
   (not considering the “key” aspects of the product)
3. Mood
   (whether the consumer had a positive experience ie. humour)

Question 8

Pre-purchase search: True or False? Consumers search for information before purchase to reduce knowledge uncertainty and choice uncertainty.

Answer 8

True. 
Knowledge uncertainty:
consumers uncertainty about the product
Choice uncertainty: 
uncertainty which alternative to chose.

Question 9

Define an Ongoing search

Answer 9

search activities that arent specific purchases - not a “have a problem, create a solution: search. ongoing search behaviour occurs on a regular basis.

Question 10

three aspects of the external search process?

Answer 10

figuring out (1) where to search for info, (2) how much to search and (3) what info to find?

Question 11

5 sources of external info

Answer 11

1. retailer
2. social media
3. interpersonal
4. independent
5. experiential

Question 12

experiential sources

Answer 12

sources which provide a “5 senses” experience for the consumer.

Question 13

what increases motivations to search (beatty & smith)

Answer 13

1. ego involvement (importance of the product to the indv).
2. product class knowledge
3. time availability
4. purchase involvement
5. attitude toward shopping

Question 14

what motivates different types of search? (betty and smith)

Answer 14

1. retailer and media search - motivated by attitude toward shopping
2. interpersonal search - product class knowledge
3. neutral sources search
   - time availability

Question 15

is external search always accurate?

Answer 15

no - consumers can be just as biased is their search for external info as internal search

Question 16

Define confirmation bias

Answer 16

consumers search for external info which confirms their beliefs.