This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Mktg 3250.003 Feb. 3, 2008 Exercise 1: Problem Recognition and Information Search The concept of the amount of information that is searched by consumers is reflected in the “AutoTrader” ad that airs consistently on TV. The amount of information that is searched by consumers depends on three aspects, which can be further divided into more specific characteristics. The first aspect of the information search is the Motivation to process information. If a consumer has a strong reason to search for information regarding their purchase they will search for more info than a consumer with a lack of motivation. The characteristics of search motivation include the costs and benefits of the search and the consideration set (alternatives). The second aspect of information search is the ability to process information. With the ability to process this information searching becomes an easier task and will be done in greater depth. Ability breaks information searching becomes an easier task and will be done in greater depth....
View Full Document
This note was uploaded on 02/27/2008 for the course MKTG 3250 taught by Professor Mcgraw,pet during the Spring '08 term at Colorado.
- Spring '08