writing journals

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Chapter 7

Problem Recognition and Information Search

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Learning Objectives

1. Describe how consumers recognize a consumption problem and show why marketers must understand this part of the decision-making process

2. Discuss what happens when consumers conduct an internal search to solve a consumption problem and identify some of the ways in which marketers can affect internal searches

3. Explain why and how consumers conduct an external search to solve a consumption problem, and highlight the main implications for marketing strategy

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Problem Recognition

Ideal state – Where individuals

want to be

Actual state – Where individuals

are now

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Internal Search

Searching for information from memory Degree of internal search varies Kinds of information recalled – Brands – Attributes – Evaluations – Experiences

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Brand Recall

Consideration or evoked set: Subset of top-of- mind brands evaluated when making a choice – Varies in terms of:

• Size • Stability • Variety • Preference dispersion

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Brand Recall (continued)

Factors that increase the possibility of consumers’ recalling a particular brand – Prototypicality – Brand familiarity – Goals and usage situations – Brand preference – Retrieval cues

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Attribute Recall

Accessibility/availability Diagnosticity Salience Vividness Goals

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Is Internal Search Accurate?

Confirmation bias – Drawing attention to negatives of competition

Inhibition – Consumers do not always consider key aspects – Consumers recall other attributes that are more

accessible – Mood

• Enhancing the recall of positive attribute information through the use of humor or attractive visuals

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Sources of External Information

Retailer Media and social media

Interpersonal Independent

Experiential Internet

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Information Processing

Influenced by: – Motivation – Ability – Opportunity

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Motivation to Process Information

Involvement and perceived risk Perceived costs and benefits Consideration set Relative brand uncertainty Attitudes toward search Discrepancy of information

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Ability to Process Information

Consumer knowledge Cognitive abilities Consumer affect Demographics

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Opportunity to Process Information

Amount of information available Information format Time availability Number of items being chosen

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Information Acquired in External Search

Brand name Price Other attributes that are salient and diagnostic