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Samenvatting consumer behavior voor een premaster aan Tilburg Universiteit
H7 t/m H14 zijn samengevat. Dit bevat alle stof voor je tweede midterm
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H7- problem recognition andinformation search
The first step in the consumer decision-
making process involves problem
recognition. Next the consumer searches
for information to solve the problem
either internally from memory or
externally from outside sources (such as
experts, magazines and ads).
7.1 Problem recognition
7.1 Describe how marketers can influence the process of consumers
recognizing a consumption problem.
The consumer decision making process begins when a person identifies a consumption
problem that needs to be solved.
Problem recognition= is the perceived difference between an ideal and an actual state.
This motivates the consumer to action. Problem recognition occurs when a consumer
becomes aware of discrepancy between the actual state and the ideal state (my clothes
are out of date)
- Ideal state= the way that consumers would like a situation to be (wearing
attractive clothes).
- Actual state= current state; the way things actually are.
o The greater the discrepancy between the actual state and ideal state and the
higher the level of MAO (motivation, ability, opportunity), the more likely
consumers are to act.
o If consumers do not perceive a problem, their motivation to act will be low.
o Problem recognition relates to consumption, disposition and acquisition.
7-1a The ideal state: where we want to be
Where do we get out notion of the ideal state?
- Simple expectations, usually based on past experiences, about everyday
consumption and disposition situations and how products or services fulfill our
needs (how we might look).
- Future goals and aspirations (many consumers want to drive a car that provide
them with social status or to join a club that will bring them admiration or
acceptance by others).
Expectations and aspirations are stimulated by:
- Own personal motivations (what we want to be based on our self-image)
- Aspects of our culture (some are more materialistic, so higher needs)
- Social class and reference groups (want to be accepted by members of their
class or raise social standing)
- Major changes in personal circumstances (new job or become a parent, so new
ideal state)
7-1b The actual state: where we are now
The actual state can be influenced by:
- Physical factors (running out of a product, product malfunction or become
obsolete, storage)
- Needs
, - Creative mindset
- External stimuli (someone tells you that it is Mother’s Day next Sunday, you need
a present)
Marketing can help put consumers in a state of problem recognition:
1. Create a new ideal state (shoes that will make us jump higher)
2. Encourage our 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
7.2 Identify the ways in which marketers can affect consumers internal
search.
After problem recognition has been stimulated, the consumers will usually begin the
decision process to solve the problem. The next step is internal search.
Internal search= the process of recalling stored information.
Likely to recall only a small subset of stored information because:
- Limited capacity/ limited ability
- Memory traces can decay over time
Researchers are investigating:
1. The extent of the search
2. The nature of the search
3. The process by which consumers recall information, feelings, and experiences and
enter them to the decision process.
7.2a How much do we engage in internal search?
Researchers know that the effort the consumer devote to internal search depends on
their MAO to process information. Consumers will attempt to recall more information
when:
- Felt involvement
- Perceived risk
- Need for cognition is high.
Consumers can only engage in active internal search if the information is stored in
memory. Consumers with a greater degree of knowledge and experience have a greater
ability to search internally. Consumers can recall information from memory if they have
the opportunity to do so. Time pressure of distraction will limit the internal search.
7.2b What kind of information is retrieved from internal search?
Recall of four major types of information:
1. Brands
2. Attributes
3. Evaluations
4. Experiences
1. Brands
Consumers tend to recall a subset of two to eight brands known as the consideration set of
evoked set.
Consideration/evoked set= the subset of top-of-mind brands evaluated when making a
decision (someone is trying to buy toothpaste might consider Colgate or crest rather than all
possible brands).
o A small consideration set is usually necessary because consumers ability to recall
brand information decreases as the size of the set increases.
o If they do not recall the entire set form memory, stored information aids the
recognition process. (heavy marketing, it is hoped that the brands will be
immediately recognized and considered as purchase).
Consideration sets vary in terms of their:
- Size
- Stability
- Variety
- Preference dispersion (the equality of preferences towards brands or products in the
, 2. Recall of attributes
Often, we cannot remember specific facts about a product or service because our memory
of details decreases over time. The attribute information we recall tends to be in summary
or simplified form rather than in its original detail. Consumers can often recall some details
when they engage in internal search, and the recalled attribute information can strongly
influence their brand choices.
The factors that influence the recall of attribute information in the information search and
decision-making process:
- Accessibility or availability; how easily certain attributes can be recalled from
memory. How more often you see something, the more accessible the information
will be (ad crisp of chips).
- Diagnosticity; diagnostic information helps consumers distinguish objects from one
another. It helps us discriminate among objects (new phone, the battery can be the
attribute to diagnostic).
- Salience; a attribute that is top of mind or more important. It is how prominent the
attribute is.
- Vividness; concrete words, pictures or instructions to imagine. It only works when
consumers have not formed a strong prior evaluation and if the required effort
matches the amount of effort the consumer is willing to put forth (an ad warm coffee
with damp in a winter occasion, the vividness of warmth and taste can be
remarketed).
- Goals; what you want to accomplish or what you need, can influence the attributes
that you recall. You are more likely to remember attributes that are relevant for the
3. Recall of evaluations
The recall of overall evaluations or attitudes. The consumers do not recall specific details or
characters of an experience, but more the feeling or evaluation of it.
Online processing= when a consumer is actively evaluating a brand as he/she views an ad
for it.
4. Recall of experiences
The recall of concrete interactions, feelings and sensations during an experience (a
vacation, you recall how the sand looked like, how the sun felt, the smell of food, a specific
activity you did, these are concrete details).
More vivid, salient, or frequent or most likely to be recalled.
Experience with a product or service that is unusually positive is more likely to be
recalled.
7.2c Is internal search always accurate?
Biases (vooroordelen) can sometimes lead to recall of information that results in a less-
than-optimal judgement or decision.
Three biases have important implications for marketing:
1. 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. It is related to selective perception; we
see what we want to see. We are more likely to recall positive information than
negative information. This can be a problem because, negative information tends
to be more diagnostic.
2. Inhibition= the recall of one attribute inhibiting the recall of another (house; you
know the price and number but not the size). It can lead to biased judgement or
decision because consumers may remember but still ignore important and useful
information.
, 3. Mood= most likely to recall information, feelings, and experiences that match
their mood.
Marketers can associate their products with positive events to promote positive customer
recall. Marketers should also monitor reviews posted online and in social media for negative
recall experiences.
Form marketing perspective, confirmation bias presents a real problem when consumers
search internally for only positive information about the competition. A way to attack this
problem is to draw attention to negative aspects of competitive brands through
comparative advertising.
Inhibition is an important aspect of internal search:
1. Consumers may not always consider key aspects of a brand when making a decision
because they recall other, more accessible attributes instead. If these nonrecalled
7.3 External search:
attributes reflect searching
features thatfor information
differentiate the brand from others, the company may
from the environment
want to highlight them in marketing communications.
2. Marketers can sometimes offset the effect of their brand’s disadvantages and/or
7.3 Explain how marketing strategy is
influenced by a consumer’s external search.
External search= the process of collecting information
from outside sources, for example, magazines, dealers and
ads. Consumers use external search to collect additional
information about brands and attributes.
Two types of external search
1. Prepurchase search= a search for information that aids a specific acquisition
decision. It occurs in response to the activation of problem recognition (visit a
dealer for information about a car).
2. Ongoing search= a search that occurs regularly, regardless of whether the
consumer is making a choice. Like an enduring involvement in automotive
websites etc.
5 key aspects of the external search process
1. The source of information
2. The extent of external search
3. The content of the external search
4. Search typologies
5. The process or order of the search
7.3a Where can we search for information (source)?
Acquire information from external sources:
- Retailer search: visits or calls to stores or dealers, including the examination of
package information pamphlets about brands (save time).
- Media and social media search: information from advertising, online ads,
manufacturer-sponsored websites and forums, and other types of marketer-
produced communications, like Facebook, TikTok, blogs and other social media
sources.
- Interpersonal search: advice from friends, relatives, neighbors, coworkers,
and/or other consumers, whether sought in person, by phone, online, text
message, or in another way.
- Independent search: contact with independent sources of information, such as
books, nonbrand-sponsored websites. Increases as available time increases. Quite
minimal.
- Experiential search: using product samples or trials or experiencing the product
online.
o Increases when a consumer’s involvement is higher, and knowledge is lower.
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