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Problem Recognition and Info Search (External Search: process of…
Problem Recognition and Info Search
Problem recognition: perceived difference between an actual and ideal state
Actual State: state in which consumers find themselves at the moment, a dissatisfaction with the actual state --> problem recognition
Formed through
subjective analysis of reality no clothes
Objective analysis of reality eg hunger
Ideal State: consumers like to achieve, to create a new ideal state --> problem recognition
Formed through
friends and others
Marketers
culture and environment
Goals, aspirations and personal circumstance
Occurs when awareness of discrepancy b/w actual vs ideal state - high discrepancy --> high Mao
Internal (needs, self concept) and external cues (cultures and events, reference groups, ads)
Types of problems:
Routine: expected and require immediate solutions eg hunger/thirst
Emergency problems: unexpected and require immediate solutions eg being caught in rain without umbrella
Planning: expected but does not require immediate solution eg. buy car after graduation
Evolving: unexpected but doesn't require immediate response eg fashion
Internal search: process of recalling stored info from memory
Recall of brands
Consideration/evoked set: subset of top of mind brands evaluated when making choice
Protopicality
Familiarity, preference, and goals and usage consideration
Ability to recall through retrieval cues
Recall of attributes:
Diagnostic info: helps discriminate among objects/product options eg. if prices are the same for all brands and products, price is not a diagnostic
Increases variance = diagnostic
salient: top of mind/ more important
Attribute determinant: both salient and diagnostic
Vivid info: presented as concrete words, pictures, instruction to imagine, word of mouth communications
Less dramatic info --> easier to recall
only influential on judgement and DM if consumer does not have strong prior eval (esp. -ve)
Recall of Eval
Eval/attitudes easier to remake than specific attribute info
tends to form strong associative links with brands
Online processing: actively eval brands as they view an ad for it
Recall of experiences:
recall of autobiographical memory in the form of specific images and effect associated with them
Vivd, salient, frequent experiences increase recall (semantic memory4)
External Search: process of collecting info from outside sources, eg. retailers, media, interpersonal
Pre-purchase: search of info that aids a specific acquisition decision (often with situational involvement)
Ongoing search: search occurs regularly, regardless of whether consumer is making a (enduring/personal interest/involvment)
Increase involvement + knowledge low --> increase search for info
Found through internet sources, simulations, online communities
Kind of info acquired:
Brand name info: most frequently accessed, central node which other info can be organised into memory
Price info: tends to be diagnostic and make inferences on quality and value
info if other attributes
Search stages
Early Stage: mass media and marketer related sources are more influential vs interpersonal sources more critical
Salient, diagnosis and goal related more influential at early stage
Search by brand type of process: info needed acquired on one brand before moving onto the next
Searching by attribute: comparing brands in terms of one attribute at a time
Confirmation bias: if you think brans is good/bad, you find more info/evidence confirming so
info that confirms existing beliefs is given more weight
important for brand loyalty
HOW MUCH WE ENGAGE IN NeXT MIND MAP