Marketing H7 – Problem recognition and information search
Problem recognition The perceived difference between an actual and an ideal state.
Ideal state The way we want things to be.
Actual state Current state: the way things actually are.
Internal search The process of recalling stored information from memory.
Consideration or evoked The subset of top-of-mind brands evaluated when making a choice.
set
Diagnostic information That which helps us discriminate among objects.
Salient (prominent) Attribute that is “top of mind” or more important.
attributes
Attribute determinance Attribute that is both salient and diagnostic.
Online processing When a consumer is actively evaluating a brand as he/she views an
ad for it.
Confirmation bias Tendency to recall information that reinforces or confirms our overall
beliefs rather than contradicting them, thereby making our judgment or
decision more positive than it should be.
Inhibition The recall of one attribute inhibiting the recall of another.
External search The process of collecting information from outside sources, for
example, magazines, dealers, and ads.
Prepurchase search A search for information that aids a specific acquisition decision.
Ongoing search A search that occurs regularly, regardless of whether the consumer is
making a choice.
Where do we get out notion of the ideal state?
- Simple expectations
- Future goals and aspirations
- Cultural influences and references groups
- Major changes in personal circumstances
Where do we get out notion of the actual state?
- Physical factors
- Needs
- Creative mindset
- External stimuli
2 major techniques to try to stimulate problem recognition:
- Marketers can attempt to create a new ideal state
- Marketing can try to encourage our dissatisfaction with the actual state
- Marketers can position the ideal state as a solution for a problem
INTERNAL SEARCH
Consumers can recall info about:
- Brands
- Attributes
- Evaluations
- Experiences
Researchers can investigate:
- Extent of search
- Nature of search
- Process by which consumers recall info, feelings and experiences and enter them into the
decision process
,The degree of internal search van vary widely
- Internal search depends on their MAO to process info
- Use internal search only if the info is stored in memory
- Recall info from memory only if they have the opportunity to do it.
Consumers will recall more info when:
- Felt involvement
- Felt perceived risk
- Felt the need for cognition is high
à more knowledge/experience = greater/better ability to search internally
Consideration/evoked set can vary in terms of:
- Size
- Stability
- Variety
- Preference dispersion (voorkeursverdeling)
Factors that increase recalling during internal search
- Prototypicality
- Brand familiarity
- Goals and usage situations
- Brand preference
- Retrieval cues
Factors that influence the recall of attributes
- Accessibility or availability
- Diagnosticity
- Salience
- Vivedness
- Goals
Availability Diagnosticity Salience Vivedness Goals
Info that is What which helps us Attribute that is top Vived info is The consumers
available discriminate among objects of mind or more presented as goal will determine
important concrete words, which attribute is
à keuze tussen laptops, pictures, recalled from
maar allemaal dezelfde prijs. instructions, word- memory
Dus prijs is niet diagnosticity of-mouth
à negative info is more diagnostic than positive/neutral info
à vivid info is easier to recall than less dramatic info, but only tends to influence judgement and
decision-making when consumers have not formed a strong prior evaluation, especially one that
is negative
- Experiences that are more vived, salient, or frequent are the most likely to be recalled
- Info in semantic memory are the most likely to be recalled
2 biases have important implications for marketing
- Confirmation bias
- Inhibition
- Mood
EXTERNAL SEARCH
2 types of external search:
- Perpurchase search
- Ongoing search
, 5 key aspects of external search process:
- Source of info
- Extent of external search
- Content of external search
- Search typologies
- Process or order of the search
External sources
Retailer search Media and social Internal personal Independent search Experiential
media search search search
Websites, visits, Facebook, twitter, Advice from friends, Books, nonbrand- Test-drive
stores, dealers blogs, YouTube neighbors, sponserd websites,
coworkers consumer reports
Internet search more dominant
Increase à when consumers involvement is high and knowledge is low
Consumers increase their use of interpersonal sources as their brand knowledge decreases
à when they think other people will judge, they tend to seek out internal personal sources
Key elements of websites
- Speed
- User control
- Two way communication capability
4 dimensions of website
- Informativeness
- Entertainment
- Social presence
- Sensory appeal
Consumers internet search can differ:
Experience goods Search goods
= product that cannot easily evaluated = products that can evaluated before buying
Into details and spend time on evert page Searching the net wider, more websites, spending less
time on every page
8 factors increase our motivation to conduct an external search:
- Involvement and perceived risk
- Perceived costs and benefits
- Consideration set
- Relative brand uncertainty
- Type of product
- Attitude towards search
- Discrepancy of info
- Presence of others
The costs associated with external search are:
- Time
- Effort
- Inconvenience
- Money
Problem recognition The perceived difference between an actual and an ideal state.
Ideal state The way we want things to be.
Actual state Current state: the way things actually are.
Internal search The process of recalling stored information from memory.
Consideration or evoked The subset of top-of-mind brands evaluated when making a choice.
set
Diagnostic information That which helps us discriminate among objects.
Salient (prominent) Attribute that is “top of mind” or more important.
attributes
Attribute determinance Attribute that is both salient and diagnostic.
Online processing When a consumer is actively evaluating a brand as he/she views an
ad for it.
Confirmation bias Tendency to recall information that reinforces or confirms our overall
beliefs rather than contradicting them, thereby making our judgment or
decision more positive than it should be.
Inhibition The recall of one attribute inhibiting the recall of another.
External search The process of collecting information from outside sources, for
example, magazines, dealers, and ads.
Prepurchase search A search for information that aids a specific acquisition decision.
Ongoing search A search that occurs regularly, regardless of whether the consumer is
making a choice.
Where do we get out notion of the ideal state?
- Simple expectations
- Future goals and aspirations
- Cultural influences and references groups
- Major changes in personal circumstances
Where do we get out notion of the actual state?
- Physical factors
- Needs
- Creative mindset
- External stimuli
2 major techniques to try to stimulate problem recognition:
- Marketers can attempt to create a new ideal state
- Marketing can try to encourage our dissatisfaction with the actual state
- Marketers can position the ideal state as a solution for a problem
INTERNAL SEARCH
Consumers can recall info about:
- Brands
- Attributes
- Evaluations
- Experiences
Researchers can investigate:
- Extent of search
- Nature of search
- Process by which consumers recall info, feelings and experiences and enter them into the
decision process
,The degree of internal search van vary widely
- Internal search depends on their MAO to process info
- Use internal search only if the info is stored in memory
- Recall info from memory only if they have the opportunity to do it.
Consumers will recall more info when:
- Felt involvement
- Felt perceived risk
- Felt the need for cognition is high
à more knowledge/experience = greater/better ability to search internally
Consideration/evoked set can vary in terms of:
- Size
- Stability
- Variety
- Preference dispersion (voorkeursverdeling)
Factors that increase recalling during internal search
- Prototypicality
- Brand familiarity
- Goals and usage situations
- Brand preference
- Retrieval cues
Factors that influence the recall of attributes
- Accessibility or availability
- Diagnosticity
- Salience
- Vivedness
- Goals
Availability Diagnosticity Salience Vivedness Goals
Info that is What which helps us Attribute that is top Vived info is The consumers
available discriminate among objects of mind or more presented as goal will determine
important concrete words, which attribute is
à keuze tussen laptops, pictures, recalled from
maar allemaal dezelfde prijs. instructions, word- memory
Dus prijs is niet diagnosticity of-mouth
à negative info is more diagnostic than positive/neutral info
à vivid info is easier to recall than less dramatic info, but only tends to influence judgement and
decision-making when consumers have not formed a strong prior evaluation, especially one that
is negative
- Experiences that are more vived, salient, or frequent are the most likely to be recalled
- Info in semantic memory are the most likely to be recalled
2 biases have important implications for marketing
- Confirmation bias
- Inhibition
- Mood
EXTERNAL SEARCH
2 types of external search:
- Perpurchase search
- Ongoing search
, 5 key aspects of external search process:
- Source of info
- Extent of external search
- Content of external search
- Search typologies
- Process or order of the search
External sources
Retailer search Media and social Internal personal Independent search Experiential
media search search search
Websites, visits, Facebook, twitter, Advice from friends, Books, nonbrand- Test-drive
stores, dealers blogs, YouTube neighbors, sponserd websites,
coworkers consumer reports
Internet search more dominant
Increase à when consumers involvement is high and knowledge is low
Consumers increase their use of interpersonal sources as their brand knowledge decreases
à when they think other people will judge, they tend to seek out internal personal sources
Key elements of websites
- Speed
- User control
- Two way communication capability
4 dimensions of website
- Informativeness
- Entertainment
- Social presence
- Sensory appeal
Consumers internet search can differ:
Experience goods Search goods
= product that cannot easily evaluated = products that can evaluated before buying
Into details and spend time on evert page Searching the net wider, more websites, spending less
time on every page
8 factors increase our motivation to conduct an external search:
- Involvement and perceived risk
- Perceived costs and benefits
- Consideration set
- Relative brand uncertainty
- Type of product
- Attitude towards search
- Discrepancy of info
- Presence of others
The costs associated with external search are:
- Time
- Effort
- Inconvenience
- Money
