Topic 6: Problem Recognition and Information Search
Problem Recognition
Ideal vs Actual State
Ideal State influenced by
Simple Expectations
Future Aspirations
Personal motivations
Changes in personal circumstances
Actual State influenced by
Simple physical factors
Needs
External stimuli
Stimulate problem recognition
Create a new ideal state
Encourage dissatisfaction with actual state
Positioning an offering as a solution to the problem
Information Search
Internal Search
Recall of brands
Consideration/evoked set
Protoypicality
Brand familiarity
Goals and usage situations
Brand preference
Retrieval cues
Recall of attributes
Accessibility/Availablity
Diagnosticity
Salience
Vividness
Goals
Recall of evaluations
Recall of experiences
External Search
Sources
Retailer search
Media and social media search
Interpersonal search
Independent search
Experiential search
Motivations
Involvement and Perceived Risk
Perceived Costs and Benefits
Consideration Set
Relative Brand Uncertainty
Attitudes Towards Search
Discrepancy of Information
Ability to process information
Consumer knowledge
Cognitive Abilities
Demographics
Opportunity to process information
Amount of information available
Information format
Time availability
Number of items being chosen
Accuracy of Information Search
Confirmation Bias (External and Internal)
Inhibition (Internal)
Mood (Internal)
Selective perception