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Chapter 5: Problem Recognition & Information Search - Coggle Diagram
Chapter 5: Problem Recognition & Information Search
1.Overview
Stages in consumer decision making
Information search
Evaluation of alternatives
Problem recognition
Product of choice
2.The nature of consumer behavior and decision making
Factors important to understand consumer markets and consumer behavior
Changes in consumer shopping habits and purchase decisions
Emphasis on consumer-oriented marketing
The size of consumer market
The design of effective making strategy
3.High and low involvement decisions
Consumer information processing
The cognitive processes by which consumers interpret and integrate information from the environment
High involvement decisions
Characterized by high levels of importance through information processing, and substantial differences between alternatives
Involvement
The level of importance or interest generated by a product or a decision
Low involvement decisions
Occurs when relatively little personal interest, relevance, or importance is associated with a purchase
4.Problem recognition
Ideal state vs actual state
How do consumers have a sense of ideal state
Past experience, future aspirations, reference groups, peers, major life changes
5.Information search
Search for attribute information
Search for brands
Search for attribute information
6.Evaluation of alternatives
Compensatory decisions
Multi attribute model
Additive difference model
Non compensatory decisions
Conjunctive
Lexicographic model
Distinctive
Elimination by aspects models