Consumer Behavior (final exam)|103
Questions and answers|100% Verified
5 Steps of the decision process - -1. problem recognition
2. information search
3. evaluation of alternatives
4. purchase decision
5. post-purchase evaluation
- Problem recognition - -the perceived difference between an ideal and an
actual state. Crucial because it triggers the entire consumer decision process
- extended problem solving - -goes through all five steps of the decision
process
the purchase is perceived as risky or highly involving
consumer collects extensive information and carefully evaluates
greater difference between actual and ideal states
high mao
ex: house, car, college, t.v. etc.
- Limited problem solving - -More straight forward and simple
doing some research but not as extensive
"medium mao"
lower risk
might use all five steps
limited shopping time and # of attributes evaluated
ex: blow dryer, toaster, clothing
- routine problem solving - -automatic: choices made with little or no effort
mao is low
limited comparisons, one or two brands
does not go through all five steps
*habit: buy same brand as last time, hard for marketers to change this
ex: toothpaste, soap, tolietpaper
- Need recognition - -actual state moves downward: running out of a
product or a product breaks
- opportunity recognition - -Ideal state moves upward (actual stays the
same): exposed to a different/better quality products and new standard of
comparison.
- Actual state - -"where we are now"
, can be affected by running out of a product or environmental factors.
(mother's day is next sunday)
- ideal state - -"where we want to be"
can be a function of future goals and aspirations
based on our expectations ( how we look to others in certain clothes)
- Information search - -we search our memories and survey our
environment for appropriate ways to make a decision. we looks at brands,
attributes, experiences etc.
- Internal search - -"from memory"
scanning memory from previous experiences
"secondary data"
start with internal first
consumers are likely to only recall a small subset of info
- External search - -info obtained from:
-retailers, marketer media, interpersonal sources, independent media
(news), experiential search (samples and trials)
-do this after internal search
"primary data"
prepurchase search and ongoing search
- How much we search - -we continue to search until costs exceed utility of
info search and then stop
we search more with a higher MAO and motivation
cost/benefit analysis
collect most valuable info first
- influence of prior knowledge on search - --moderately knowledgeable
consumers will search more than product experts and novices
-experts: selective search -most diagnostic info
-novices: often just use others' opinions
(bell curve)
- How Long do we search - -depends on:
-motivation:
importance of task, involvement, perceived costs/benefits of more info,
discrepancy of info--does it conflict
-ability:
expertise (prior knowledge)
-opportunity
availability of information, time available to search
Questions and answers|100% Verified
5 Steps of the decision process - -1. problem recognition
2. information search
3. evaluation of alternatives
4. purchase decision
5. post-purchase evaluation
- Problem recognition - -the perceived difference between an ideal and an
actual state. Crucial because it triggers the entire consumer decision process
- extended problem solving - -goes through all five steps of the decision
process
the purchase is perceived as risky or highly involving
consumer collects extensive information and carefully evaluates
greater difference between actual and ideal states
high mao
ex: house, car, college, t.v. etc.
- Limited problem solving - -More straight forward and simple
doing some research but not as extensive
"medium mao"
lower risk
might use all five steps
limited shopping time and # of attributes evaluated
ex: blow dryer, toaster, clothing
- routine problem solving - -automatic: choices made with little or no effort
mao is low
limited comparisons, one or two brands
does not go through all five steps
*habit: buy same brand as last time, hard for marketers to change this
ex: toothpaste, soap, tolietpaper
- Need recognition - -actual state moves downward: running out of a
product or a product breaks
- opportunity recognition - -Ideal state moves upward (actual stays the
same): exposed to a different/better quality products and new standard of
comparison.
- Actual state - -"where we are now"
, can be affected by running out of a product or environmental factors.
(mother's day is next sunday)
- ideal state - -"where we want to be"
can be a function of future goals and aspirations
based on our expectations ( how we look to others in certain clothes)
- Information search - -we search our memories and survey our
environment for appropriate ways to make a decision. we looks at brands,
attributes, experiences etc.
- Internal search - -"from memory"
scanning memory from previous experiences
"secondary data"
start with internal first
consumers are likely to only recall a small subset of info
- External search - -info obtained from:
-retailers, marketer media, interpersonal sources, independent media
(news), experiential search (samples and trials)
-do this after internal search
"primary data"
prepurchase search and ongoing search
- How much we search - -we continue to search until costs exceed utility of
info search and then stop
we search more with a higher MAO and motivation
cost/benefit analysis
collect most valuable info first
- influence of prior knowledge on search - --moderately knowledgeable
consumers will search more than product experts and novices
-experts: selective search -most diagnostic info
-novices: often just use others' opinions
(bell curve)
- How Long do we search - -depends on:
-motivation:
importance of task, involvement, perceived costs/benefits of more info,
discrepancy of info--does it conflict
-ability:
expertise (prior knowledge)
-opportunity
availability of information, time available to search
