1 / 16

True or False?

True or False?. If you have bad breath, you cannot smell it yourself. If you eat a balanced diet, you do not need vitamin supplements. Using a razor with five blades will reduce the likelihood of cutting yourself and will result in less skin irritation.

kairos
Download Presentation

True or False?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. True or False? • If you have bad breath, you cannot smell it yourself. • If you eat a balanced diet, you do not need vitamin supplements. • Using a razor with five blades will reduce the likelihood of cutting yourself and will result in less skin irritation. • Dell Computers tend to be of higher quality than those made by HP and Sony. • Rust stains on clothes can be removed with the use of lemon juice. Bleach actually makes these stains worse.

  2. Questions Faced By Consumers • Are veggie burgers actually healthy? • What makeup should you use to get an “even” skin tone? • Do I get any useful benefits from spending more than $125 on a digital camera? • Should I get a “make-over?” What am I looking for? What should I do? • Is my mechanic honest? • Which tie should I wear for a job interview? • Should I give my wife roses, chocolate, or software?

  3. Consumer Problems and Recognition • Consumer problem:Discrepancy between ideal and actual state--e.g., consumer: • Has insufficient hair • Is hungry • Has run out of ink in his or her inkjet cartridge • Problems can be solved in several ways--e.g., stress reduction  vacation, movie, hot bath, medication

  4. CONSUMER DECISIONS:Theory and Reality in Consumer Buying PROBLEM RECOGNITION INFORMATION SEARCH EVALUATION OF ALTERNATIVES PURCHASE POSTPURCHASE EVALUATION/ BEHAVIORS Theory Complications

  5. Problem Recognition—Implications • Triggering problem recognition • Making the consumer aware of a discrepancy that he or she may not have consciously considered—e.g., • Bacteria on kitchen counters (cross-contamination of chicken and salad) • Clothes can get cleaner • “There is an easier way to do this” • Creating new ideal • Fashion • Addressing denial

  6. Approaches to Search for Problem Solutions INTERNAL Memory Thinking EXTERNAL Word of mouth, media, store visits, trial

  7. Options Identified and Considered UNIVERSAL SET All possible options RETRIEVED SET Options that readily come to mind EVOKED SET Options that will be considered by the consumer Note: Retrieved and evoked sets will vary among different consumers. Brand awareness is important since this is required for the brand to be in the evoked and retrieved sets.

  8. Internal Search: Issues • Brand recall • Consideration set • Attribute recall • Recall of evaluations • Recall of experiences • Limitations

  9. Factors Affecting Inclusion Into the Consideration Set • Prototypicality • Brand familiarity • Goal and usage situations • Brand preference • Retrieval cues

  10. Recall of Attributes--Determinants • Accessibility/availability • Diagnosticity—the extent to which the information is believed to be useful in making a good choice • Salience—the extent to which the information is emphasized, prominent, or otherwise notable • Vividness • Goals • Spreading activation in the Associative Network of Knowledge may trigger relevant attributes

  11. Internal Search—Limitations • Confirmation bias • Inhibition of information • Mood

  12. External Search—Issues • Information sources • Information overload • Scope of search • Motivation • Ability • Opportunity • Information type • Accuracy

  13. External Search—Sources • Retailer • Media/social media • Interpersonal/WOM • Independent (e.g., books) • Experiential (trial) • Internet—may or may not be a quality source

  14. Internet Search • Type of search • Search engine • Review site (e.g., CNET) • Consumer comments on merchant site (e.g., Amazon) • Simulations • Vocabulary used and natural language search • Search engine rankings • Paid searches • “Fake review” sites

  15. Scope of Search—Determinants • Motivation • Involvement and perceived risk • Perceived costs and benefits • Consideration set • Relative brand uncertainty • Attitude toward search • Discrepancy of information • Ability • Knowledge • Cognitive abilities • Demographics • Opportunity • Amount of info available • Information format • Time availability • Number of items being chosen

  16. External Search • Information Type • Brand name • Price information • Attribute Information • Accuracy • Confirmation of existing biases • Reliance on inaccurate information

More Related