CBCH9 - Individual Decision Making Chapter 9 9-2 Consumers...

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Unformatted text preview: Individual Decision Making Chapter 9 9-2 Consumers as Problem Solvers • Consumer purchase = response to problem • Decision-making process – After realization that we want to make a purchase, we go through a series of steps in order to make it – Can seem automatic or like a full-time job – Complicated by consumer hyperchoice 9-3 Decision-making Process Problem Recognition Information Search Evaluation of Alternatives Product Choice Outcomes Richard realizes that he dislikes his B&W TV Richard surfs Web to learn about TVs Richard chooses a TV with an appealing feature Richard compares models on reputation and features Richard brings home and enjoys his TV Figure 9.1 (Abridged) 9-4 Decision-making Perspectives • Rational perspective – Purchase momentum – Constructive processing • Behavioral influence perspective • Experiential perspective 9-5 Types of Consumer Decisions • Continuum of Decision Making Figure 9.2 9-6 Extended Problem Solving • Initiated by self-concept motive • Eventual purchase decision is perceived as a risk • Consumer collects extensive information – Internal and external search • Careful evaluation of brand attributes (one at a time) 9-7 Limited Problem Solving • More straightforward/simple • Simple decision rules to choose among alternatives – Cognitive shortcuts 9-8 Habitual Decision Making • Automaticity: choices made with little/no conscious effort – Efficient decisions: minimal time/energy • Challenge for marketers… – Consumers must be convinced to “unfreeze” their former habit and replace it with new one 9-9 Problem Recognition • Occurs when consumer sees difference between current state and ideal state • Need recognition: actual state moves downward – Running out of a product, buying a deficient product, or creating new needs • Opportunity recognition: ideal state moves upward – Exposed to different/better quality products (standard of comparison) • Marketers: primary and secondary demand 9-10 Information Search • Consumers need information to solve problem – We survey our environment for appropriate data to make decision • Prepurchase search vs. ongoing search 9-11 Silent Commerce • Enables transactions/information gathering without intervention by consumers or managers – Smart products • RFID tag stores information and has an antenna to communicate with computer network • Discussion: silent commerce has the potential to automate many of our decisions – Do you see any downsides to this trend? 9-12 Internal vs. External Search • Internal search – Scanning memory to assemble product alternative information • External search – Obtaining information from ads, retailers, catalogs, friends, family, people- watching, Consumer Reports , etc. 9-13 Deliberate vs. “Accidental” Search • Directed learning: existing product knowledge obtained from previous information search or experience of alternatives • Incidental learning: mere exposure over time to conditioned stimuli and observations of others 9-14...
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CBCH9 - Individual Decision Making Chapter 9 9-2 Consumers...

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