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Problem recognition and information search (Internal search = recalling…
Problem recognition and information search
Problem recognition = the point when a consumer realises that there exists a consumption problem that needs to be satisfied. a critical state in the consumer decision making process because it motivates consumers to act
Ideal state = the way we want things to be
Future aspirations
Personal motivations
Simple expectations
Changes in personal circumstances
Actual state = the way things actually are now
Simple physical factors
Needs
External stimuli
Stimulating problem recognition
Encouraging dissatisfaction with actual state
Positioning an offering as a solution to the problem
Creating a new ideal state
Internal search = recalling stored information from memory
Attributes
Salient attribute = 'top of mind' attribute
Vivid information
Diagnostic information: the one that helps us discriminate among objects
Goals
Accessibility or availabilty
Evaluations
Overall evaluation is easier to remember than specific attribution information of an object
More likely to be recalled when consumers are actively evaluating the brand when they are exposed to relevant information (online processing)
Brands. consideration (evoked) set: the sub-set of top-of-mind brands evaluated when making a decision
Goals and usage intention
Brand preference
Brand familiarity
Retrieval cues
Prototypicality = closest to the prototype of the product category
Experiences
Recalled from autobiographical memory in the form of specific images and the effect associated with them
Experiences that are more vivid, salient, or frequent are the most likely to be recalled
Higher recall for internal search when felt involvement, perceived risk, or cognitive need is high
Consumers with greater knowledge and experience have greater ability to do internal search
External search = from outside resources
Pre-purchase search = helps a specific acquisition decision
Ongoing search = occurs regularly, regardless of whether the consumer is making a choice
Sources
Interpersonal
Independent
Media and social media
Experiential
Retailer
Internet
Motivations
Consideration set
Relative brand uncertainty
Perceived costs and benefits
Attitudes towards the search
Involvement and perceived risk
Level of discrepancy of new information
Ability to process
Consumer abilities
Consumer affect
Consumer knowledge
Demographics
Opportunity
Amount of information available
Information format
Time available
Accuracy of searches
Inhibition = when the recall of one attribute prevents the recall of another attribute (which could be more important)
Mood = ensure consumers are in a good mood to enhance their recall process
Confirmation bias = tendency to recall information that confirms our overall beliefs rather than contradicting them. Therefore, judgement could have been more positive