Sinem's Notes-Session 16 (1)

Sinem's Notes-Session 16 (1) - 0 e.oc~ re LQ)Jon w\1eJ)t-i...

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& 0.( + e.oc~ leo-ure- vU \-\-"'" 0- re LQ)Jon+ - w\1eJ')t- --i op\ c I ~or (2,c Offif le Icr r -thh IQc cJre.- \+ c:oul~ b ~ CCO('0C -\-\ C-S . f\ Lor wi ca m p oJ c3(1 ~ MICHIGA N MKT 313 CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 16 March 14, 2011 Winter 2011 © Copyright 2011 by Carolyn Yoon . A ll rights reselVed or lj _pod CPJh 1)0;1£ cPo l Problem Recognition Ideal (Desired) State: Actual State: Where we want to be Where we are now 1
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Problem Recognition • Need recognition • "Solve my problem now" • "I have a problem" • e.g., Christmas shopping • e.g., facial debris and Sky-Mall catalog • e.g. , overweight • e.g., Wal-mart and flu "I may have a problem" shots • e.g., termites • "Solve my problem how" • e.g., acid reflux disease • e.g., 1-800-CALL-A TT "I will have a problem" • e.g., "Talk to my physician • e.g., funeral expenses about Allegra" • e.g., wrinkles Need Recognition Get consumers to perceive a need Definition of a need: discrepancy between actual and desired state Desired state Desired state Actual state Actual state Can move perceived desired state up or perceived actual state down 2
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Triggers of Need Recognition • Inventory runs out • Family life cycle • Changing reference groups • Dissatisfaction • Boredom, novelty seeking • New needs- ads/new products can stimulate Stinlulating Problem Recognition • Create a new ideal state • Create dissatisfaction with actual state • Position as solution to problem 6 3
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How Can Marketers In'fluence Need Recognition? • Educate consumer • Remind consumer • Exaggerate problem Information Acquisition/Search Different Ways of Classifying Search: INTE RNAl EXTERNA L Internal search VS. External search • Which is more believable? u~e.nd> on ®flIfl-f/L/ hav bCdlleor/ 4
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Internal Search: Searching for I nformation from Memory • Degree of internal search • Kind of information recalled: • Brands • Attributes • Evaluations • Experiences Is internal search accurate? • Confirmation bias aJ J., A • Inhibition -=')co-J-V~ ~ -rites ~ lr • Consumers don't always consider key aspects • Consumers recall other, more accessible attributes • Mood External Search • External search - influenced by MAO!
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