ProblemRecognition

ProblemRecognition - when making a decision Information...

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Problem Recognition and  Information Search Marketing 3250 October 7, 2009
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Stages in Consumer Decision  Making   Problem recognition Information search Evaluation of alternatives Product choice “I’m hungry” “Subway or McDonald’s” “Fat? Cost? Taste?” Choose McDonald’s
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Ideal State Actual State Solution My computer runs  smoothly all the  time My computer is  freezing on me - Call technical support - Buy a new computer I want to be as thin  as Kate Moss I am not nearly as  thin as Kate Moss - Go on a diet - Get a personal trainer - Get liposuction My household will  be back to normal Boxes are all over  the place I don’t know how to  get around - Hire unpackers - Consult a relocation  service Problem Recognition
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Marketers Appeal to Our  Ideal State
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Marketers Appeal to Our  Ideal State http://www.youtube.com/watch?v=RQg  
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Companies Trying to Eliminate  Consumer Problems Other examples??
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Internal Search Recalling information from memory 
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Unformatted text preview: when making a decision Information Feelings Past experiences How much do we engage in internal search? It depends on our MAO Is Internal Search Always Accurate? Confirmation bias: We tend to recall information that confirms out overall beliefs Inhibition: Sometimes more vivid or accessible information inhibits our recall Mood: How do you think mood influences recall? (Hint: we talked about this in the “Memory” chapter!) External Search External search: gathering information from outside sources Prepurchase search: occurs in response to the activation of problem recognition Ongoing search: occurs on a regular and continual basis, even when problem recognition is not activated Types of Information Searches Where Can We Search for Information?...
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This note was uploaded on 09/22/2010 for the course MKTG 3250 at Colorado.

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ProblemRecognition - when making a decision Information...

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