Summaries Consumer Behaviour chapter 7-15
Part 3: The process of making desicions
Chapter 7: Problem recognition and information search
7-1 Problem recognition
Problem recognition: The perceived difference between an actual and an ideal state.
Ideal state: The way we want things to be
Actual state: Current state; the way things actually are
The greater disappearance the greater the motivation to act. Problem recognition relates to:
Consumption, disposition and acquisition.
7-1a the ideal state: where we want to be?
Ideal state is based on:
Simple expectations
Future goals
Major changes in personal circumstances
Both stimulated by our personal motivations, culture, social class, reference groups.
7-1b the actual state: where are we now?
Actual state is based on:
Simple physical factors: e.g running out of product
Needs
Creative mindset
External stimilu
Marketing implications:
Major techniques to stimulate problem recognition:
- Create an new ideal state: e.g way of looking at sport shoes.
- Encourage dissatisfaction with actual state: e.g ugly shopping bags -> offer elegant shopping
bags
Offer as solution to a problem
, 7-2: Internal search: searching for information from memory
After problem recognition has be stimulated, the consumer will begin the decision making process to
solve the problem. Next step typically = internal search.
Internal search: the process of recalling stored information from memory.
7-2a the extent of the search – How much do we engage in internal search?
Degree of internal search is widely spread. On general level depends on MAO to process information.
Internal search only possible if information is stored in memory and have opportunity to do so.
7-2b the nature of the search – What kind of information is retrieved from internal search.
Recall of four major types of information:
Brands
- Consideration (or evoked set): The subset of top-of-mind brands evaluated when making a
choice. -> Consumer don’t evaluate all the brands but a top set of 2 to 8 brands. Also the
reason why companies heavily use marketing.
- Consideration set vary in:
- Size
- Stability
- Variety
- Preference dispersion: the equality of preferences toward brands or product in the set.
The following factors increase probability consumer recalling a particular brand for internal search:
- Prototypcially
- Brand familiarty
- Goals and usage situations
- Brand preferences
- Retrieval cues
Attributes
Factors influencing recall of attribute information:
- Accessibility or availability
- Dynasticity
o Diagnostic information: That which helps us discriminate among objects. Negative is
more diagnostic than positive.
- Salience attribute: Attribute that is ‘’top of mind’’ or more important.
o Attribute determinance: attribute that is both salient and diagnostic.
- Vividness: concrete words, pictures or instructions to image.
- Goals
Evaluations/Attitudes
Easier to remember than attributes due to associations. Also online processing is happening.
Online processing: When a consumer is actively evaluating a brand as he/she views an ad for it. Not
always the case that this happens.
Part 3: The process of making desicions
Chapter 7: Problem recognition and information search
7-1 Problem recognition
Problem recognition: The perceived difference between an actual and an ideal state.
Ideal state: The way we want things to be
Actual state: Current state; the way things actually are
The greater disappearance the greater the motivation to act. Problem recognition relates to:
Consumption, disposition and acquisition.
7-1a the ideal state: where we want to be?
Ideal state is based on:
Simple expectations
Future goals
Major changes in personal circumstances
Both stimulated by our personal motivations, culture, social class, reference groups.
7-1b the actual state: where are we now?
Actual state is based on:
Simple physical factors: e.g running out of product
Needs
Creative mindset
External stimilu
Marketing implications:
Major techniques to stimulate problem recognition:
- Create an new ideal state: e.g way of looking at sport shoes.
- Encourage dissatisfaction with actual state: e.g ugly shopping bags -> offer elegant shopping
bags
Offer as solution to a problem
, 7-2: Internal search: searching for information from memory
After problem recognition has be stimulated, the consumer will begin the decision making process to
solve the problem. Next step typically = internal search.
Internal search: the process of recalling stored information from memory.
7-2a the extent of the search – How much do we engage in internal search?
Degree of internal search is widely spread. On general level depends on MAO to process information.
Internal search only possible if information is stored in memory and have opportunity to do so.
7-2b the nature of the search – What kind of information is retrieved from internal search.
Recall of four major types of information:
Brands
- Consideration (or evoked set): The subset of top-of-mind brands evaluated when making a
choice. -> Consumer don’t evaluate all the brands but a top set of 2 to 8 brands. Also the
reason why companies heavily use marketing.
- Consideration set vary in:
- Size
- Stability
- Variety
- Preference dispersion: the equality of preferences toward brands or product in the set.
The following factors increase probability consumer recalling a particular brand for internal search:
- Prototypcially
- Brand familiarty
- Goals and usage situations
- Brand preferences
- Retrieval cues
Attributes
Factors influencing recall of attribute information:
- Accessibility or availability
- Dynasticity
o Diagnostic information: That which helps us discriminate among objects. Negative is
more diagnostic than positive.
- Salience attribute: Attribute that is ‘’top of mind’’ or more important.
o Attribute determinance: attribute that is both salient and diagnostic.
- Vividness: concrete words, pictures or instructions to image.
- Goals
Evaluations/Attitudes
Easier to remember than attributes due to associations. Also online processing is happening.
Online processing: When a consumer is actively evaluating a brand as he/she views an ad for it. Not
always the case that this happens.
