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