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Summary Consumer Behavior - Chapter 7-10
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Fabric for second between key Marketing: Chapter 7 t / m 10 of Consumer Behavior
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Marketing 2: Consumer Behavior Chapters 7-10
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Marketing 2: chapter 7 – 10Chapter 7
7.1 Problem recognition
Ideal state: the way a consumer wants a situation to be
Actual state: real situation as consumer perceives it now
Problem recognition: perceived difference between an actual and an
ideal state
the greater the discrepancy, the higher the level of MAO
7.2 Internal search: searching for information from memory
Internal search: the process of recalling stored information from memory
1. extent of the search
Engagement in internal search: depends on MAO
- attempt to recall more information when felt involvement, perceived
risk or need for cognition is high
- greater degree of knowledge means greater ability to search
internally
- time pressure and distractions will limit internal search
2. nature of the search
Brands, attributes, evaluations and experiences
Consideration or evoked set: the subset of top of mind brands
evaluated when making a choice
if consumers cannot recall brands from memory to form a
consideration set, the set will tend to be determined by external
factors such as available products on the shelf
Increase possibility of recall and including brand in consideration
set:
- Prototypicality: brands that are closest to the prototype are more
easily recalled
- Brand familiarity: well-known brands are more easily recalled
- Goals and usage situations: activation of goal-derived and usage-
specific categories determine which brands are being recalled
- Brand preference: positive attitudes towards brand
- Retrieval cues: by strongly associating the brand with a retrieval cue
Factors that influence the recall of attribute information:
1
, - Accessibility or availability: more accessible -> more likely to be
recalled
- Diagnosticity: more diagnostic -> more likely to be recalled.
Negative information tends to be more diagnostic, because the
former is more distinctive.
* Diagnostic information: helps us to distinguish objects from one
another
- Salience: consumers can recall very salient attributes even when
their opportunity to process is low.
* Salient attribute: attribute that is top of mind or more important
* Attribute determinance: attribute that is both salient and
diagnostic
- Vividness: vivid information is presented as concrete words, pictures,
etc. -> easier to recall than less dramatic information. Only when
consumer hasn’t formed a strong prior evaluation.
- Goals: goals determine which attribute is recalled
Recall of evaluations: we find overall evaluations and attitudes
(dislike/like) easier to remember than specific attributes.
evaluations are more likely to be recalled by consumers who are
actively evaluating the brand when they are exposed to relevant
information
Online processing: when a consumer is actively evaluating a brand as
he/she views an ad for it.
Recall of experiences: experiences that are more vivid, salient or
frequent are most likely to be recalled.
Is internal search always accurate?
Confirmation bias: the tendency to recall information that reinforces or
confirms our overall beliefs rather than contradicting them.
making our judgment or decision more positive than it should be
Selective perception: we see what we want to see
Inhibition: the recall of one attribute inhibiting the recall of another
Mood: good mood, use of humor or attractive visuals can enhance the
recall of positive attribute information
7.3 External search: searching for information from the environment
External search: the process of collecting information from outside
sources (magazines, dealers)
Two types of external search
2
, - Prepurchase search: search for information that aids a specific
acquisition decision
- Ongoing search: search that occur regularly, regardless of whether
the consumer is making a choice (bijv: wekelijks een autoblad lezen)
1. source of the information
- Retailer search: visits or calls to stores/dealers
- Media and social media search: alle soorten advertenties en
informatie
- Interpersonal search: advise/mening van anderen (ook recencies op
sites)
- Independent search: contact with independent sources of
information
- Experiential search: using product samples or product trials
Internet sources: consumers can use the internet to get information
from all five of the sources.
consumers may perceive that a site downloads quickly when its
color has a relaxing affect
veel bezoeken, goede websites en een shopping agent motiveert
aankopen
Information overload: depending on the way in which information is
structures, an overload can lead to a decline in decision quality.
Simulations: creating a virtual product experience has a positive effect
on consumer product knowledge and brand attitude.
reducing perceived risk and increasing purchase intention
The online community: reviews can be very influential
2. the extent of external search
The degree of search activity is usually quite limited, even for purchases
that are considered important.
search activity increases with more online shopping
Six factors increase our motivation to conduct an external search:
- Involvement and perceived risk: higher situational involvement leads
to a greater prepurchase search. Enduring involvement relates to an
ongoing search.
- Perceived costs and benefits: external search activity is greater
when its perceived benefits a high relative to its costs.
- Consideration set: if the consideration set contains numerous
attractive alternatives, consumer will be motivated to do more
external search.
3
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