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How much do we need to engage (Motivation to process info (Involvement and…
How much do we need to engage
Motivation to process info
Involvement and perceived risk
Situational: response to particular situation --> pre-purchase search
Enduring: ongoing search regardless whether prob. recognition exist --> ongoing search
increase risk and DM --> increase search activity
Intangible = increase risk
uncertainty regardless of consequences = increased risk
Perceived costs and benefits: increase cost and benefits
increase benefits relative to costs --> increase search activity
Attitudes towards a search
experienced searchers more enthusiastic and heaviest users of internet vs moderate users see it as a source of info rather as entertainment
Discrepancy of info: consumers try to categorise new encountered info stored memory --> marketers assist by providing info to classify them properly
Ability to process info
Consumer knowledge
Subjective: perception about what the individual consumers knows relative to what others know
Objective: actual info stored in memory
Cognitive ability: increase ability --> acquire more knowledge and process info in more complex ways
Demographics eg educated search more
Opportunity to process info
Amount of info available: more search if more available
Info format: easier to read and understand --> reduced effort --> more info searching usage
Number of items to use: more options --> more research
Time availability: less time --> more opportunity to search