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Samenvatting H7-H14 Consumer Behavior for 'Marketing for pre-master'
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Solution Manual For Consumer Behavior 8th Edition by Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters Chapter 1-17
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Consumer Behavior 8th Edition by Wayne, Deborah MacInnis INSTRUCTOR MANUAL
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Chapter 07: Problem recognition and information search7-1 Problem recognition
The consumer decision process generally begins when a person identifies a consumption
problem that needs to be solved
à For example, “I need a new car” or “I would like some new clothes”
Problem recognition = The perceived difference between an actual and an ideal state.
This is a critical stage in the decision process because it motivates the consumer to action
− Motivates the consumer to action
− Occurs if consumers become aware of a discrepancy between the actual state
and the ideal state
− Relates to consumption and disposition as well as to acquisition
Ideal state = The way we want things to be.
à For example, having an excellent camera or wearing attractive clothing.
Actual state = current state; the way things actually are.
à For example, “my car needs frequent repairs” or “My clothing is out of date”
The greater the discrepancy between the actual and the ideal states, and the higher the level
of motivation, ability, and opportunity (MAO), the more likely consumers are to act. If
consumers do not perceive a problem, their motivation to act will be low.
Problem recognition relates to
- Consumption and disposition as well as to acquisition.
Ideal state: where we want to be
Where do we get our notion of the ideal state?
− Simple expectations, usually based on past experience
− Future goals or aspirations
− Cultural influences and reference groups
− Major changes in personal circumstances
à For example, we consider how we might look in certain clothes, how much fun it would be
to vacation in a particular location, which old products we should keep, and so on.
The ideal state can also be a function of our future goals or aspirations.
,à For example, many consumers might want to drive a car that will provide them with social
status (a Lexus, Mercedes, or Porsche) or to join a club that will bring them admiration or
acceptance by others.
Both expectations and aspirations are often stimulated by
- Our own personal motivations—what we want to be based on our self-image
- Aspects of our own culture
Major changes in personal circumstances can instigate new ideal states.
à For example, getting a promotion at work or becoming a parent, graduate and start a new
job, you are likely to develop new ideal states related to where you live, what you wear, what
you drive, and so forth.
The Actual State: Where We Are Now
What influences our perception of the actual state?
− Physical factors (such as a product malfunction)
− Needs (hunger, thirst)
− Creative mindset
− External stimuli
- Physical factors
à For example, such as running out of a product, having a product malfunction (the
cell phone breaks) or become obsolete (the digital music player has insufficient
storage), or unexpectedly needing a service (a cavity requires dental work).
- Needs also play a critical role.
à For example, if you are hungry or thirsty or if friends make fun of your clothes, your
actual state would not be acceptable.
- Having a creative mindset can play a role as well.
- External stimuli can suddenly change your perceptions of the actual state.
à For example, if someone tells you that Mother’s Day is next Sunday, for example,
you might suddenly realize that you have not bought a card or present yet.
Two major techniques to try to stimulate problem recognition:
- Markets can attempt to create a new ideal state.
à For example, forty years ago, few people gave much thought to the performance
or style of their athletic shoes. Today we are bombarded with marketing messages
featuring athletic shoes that will make us run faster, jump higher, stay healthy, and
look more fashionable—a new ideal state.
- Marketers can try to encourage our dissatisfaction with the actual state.
à For example, as Saks Fifth Avenue did by fostering shoppers’ dissatisfaction with
ordinary shopping bags. When Saks created boldly stylish, eco-friendly, reusable
bags to hold purchases, it encouraged consumers to view free bags as personal
statements about fashion and environmental consciousness. Now many upscale
retailers worldwide offer elegant shopping bags.
Whether they create a new ideal state or stimulate dissatisfaction with the actual state,
marketers are more likely to have their offering chosen if they position it as the solution to
the consumer’s problem.
,7-2 Internal search: searching for information from memory
Internal search = The process of recalling stored information from memory.
Because consumers have limited capacity or ability to process information—and because
memory traces can decay over time—consumers are likely to recall only a small subset of
stored information when they engage in internal search.
During an internal search, consumers recall information about:
- Brands
- Attributes
- Evaluations
- Experiences
Researchers are investigating:
- The extent of the search
- The nature of the search
- The process by which consumers recall information, feelings, and experiences and
enter them into the decision process.
How Much Do We Engage in Internal Search?
The degree of internal search can vary widely.
− The effort consumers devote to internal search depends on their MAO to
process information.
− Consumers can engage in active internal search only if the information is
stored in memory.
− Consumers can recall information from memory only if they have the
opportunity to do.
Consumers will attempt to recall more information when:
- Felt involvement
- Felt perceived risk
- Felt the need for cognition is high.
Consumers can engage in active internal search only if the information is stored in memory.
à Consumers with a greater degree of knowledge and experience therefore have a greater
ability to search internally.
What Kind of Information Is Retrieved from Internal Search?
Much of the research on the role of internal search in consumer judgment and decision-
making has focused on what is recalled.
Researchers have examined the recall of four major types of information:
− Recall of brands
− Recall of attributes
− Recall of evaluations
− Recall of experiences
, Recall of Brands
Rather than remembering all available brands in any given situation, consumers tend to
recall a subset of 2 to 8 brands
Consideration or evoked set = The subset of top-of-mind brands evaluated when making a
choice.
à For example, someone buying toothpaste might consider Colgate and Crest.
The consideration set consists of brands that are “top of mind,” or easy to remember, when a
consumer is making a decision.
à Some of the most recognizable brands worldwide include Coca-Cola, Apple, Google,
Amazon, and McDonald’s.
A small consideration set is usually necessary because consumers’ ability to recall brand
information decreases (daalt) as the size of the set increases (stijgt).
- However, even if they do not recall the entire set from memory, stored information
aids the recognition process.
à For example, stored information can help consumers identify brands on the shelf.
- This is one reason why many top brands engage in heavy marketing, supplementing
television and print advertising with content on social media platforms such as
Facebook, Instagram, and Twitter for new product introductions. By doing so, it is
hoped that the brands will be immediately recognized on the shelf and therefore
considered for purchase.
Consideration sets vary in terms of:
- Their size
- Stability
- Variety
- Preference dispersion (the equality of preferences toward brands or products in the
set)
If consumers cannot recall brands from memory to form a consideration set, the set will tend
to be determined by external factors such as:
- The availability of products on the shelf
- The suggestions of salespeoples
Researchers have looked at the following factors that increase the possibility of consumers’
recalling a particular brand during internal search, and including that brand in their
consideration set:
- Prototypicality
à For example, when you think of a “tablet,” Apple’s iPad probably comes to mind
first, as it is the prototype of the tablet category.
- Brand familiarity
Well-known brands are more easily recalled during internal search
than unfamiliar brands because the memory links associated with
these brands tend to be stronger.
à For example, McDonald’s showing a Wi-Fi symbol with French fries
- Goals and usage situations.
Consumers have goal-derived and usage-specific categories in memory, such as
drinks to bring to the beach, and the activation of these categories will determine
which brands they recall during internal search.
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