Chapter 7
Problem Recognition & Search
Learning Objectives
1.
To understand consumer problem recognition and the
decision making process.
2.
To know how & why consumers conduct internal search.
3.
To know how & why consumers conduct external
search.
4.
To access challenges marketers face in influencing
consumers’ searches.
Problem Recognition and
Information Search
Problem Recognition
Ideal State:
Where we want to be
Actual State:
Where we are now
Stimulating Problem
Recognition
Create a new ideal state
https://www.youtube.com/watch?v=lhxPHtO
EP3k
Create dissatisfaction with actual state
https://www.youtube.com/watch?v=nM8oyr
KY_ZE
Position as solution to problem
https://www.youtube.com/watch?v=0xzN6F
M5x_E
Internal Search
Searching for Information from
Memory
Degree of internal search(MAO)
Kind of information recalled:
– Brands
– Attributes
– Evaluations
– Experiences
Brand Recall
Consideration or evoked set
Vary in terms of:
– Size
– Stability
– Variety
Brand Recall
Prototypicality
Familiarity
Goals/Usage Situation
Preference
Retrieval Cues
Attribute Recall
Accessibility/Availability
Salience
Vividness
Goals
Diagnosticthe informational value of an interaction, event, or
feedback for someone seeking self-knowledge.
Information with high diagnosticity has clear
implications for the self-concept, whereas information
with low diagnosticity may be unclear, ambiguous, or
inaccurate
Is Internal
Search Accurate?
Confirmation bias—Self-affirmation
https://www.youtube.com/watch?v=Kho5KvP
BDSw
Inhibition
– Consumers don’t always consider key
aspects
– Consumers recall other, more accessible
attributes
Mood
Reject vs. Accept
External Search:
Searching for Information from Environment
Sources of External
Information
Retailer
Media
Interpersonal
Independent
Experiential
Internet
Internet Sources
https://docs.snap.com/lens-studio/references/templates/object/clothsimulation-try-on/#hoodie---auto-paint
Keyword search
Shopping agents
Information overload
Simulations
Online community
Social Media
©adage.com
Measures of Online
Consumer Activity~1
Measures of
Online Consumer Activity~2
Effort to Process
Information
Influenced by
– Motivation
– Ability
– Opportunity
– What motivates you to process
information in advertising?
Motivation to Process
Information
Involvement and perceived risk
Perceived costs and benefits
Consideration set
Relative brand uncertainty
Attitudes toward search
Discrepancy of information
Ability to Process
Information
Consumer knowledge
Cognitive abilities
Demographics (education level, SES)
Opportunity to
Process Information
Amount of information available
Information format
Time availability
Number of items being chosen
Information Acquired
in Search
Accuracy?
Search by:
– Brand
– Attribute
– Brand name
– Price
Questions?