Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
11 Cards in this Set
- Front
- Back
|
Problem Recognition
|
When the consumer perceives a sufficient difference btw an ideal and the actual state of affairs
|
|
|
How do marketers lead consumers in problem recognition?
|
More consumer Info, good sales people,using questions in advertising
|
|
|
Which is the most important?
1. Pre-Questions 2. Post Questions 3. Combination questions 4. pre-statement 5. post statment |
Post Questions becuase utilize information we just recieved
(Radio Commercial .ppt example) |
|
|
Should marketers ask consumers (ads) to make an evaluative judgement on a position b4 they get the info?
|
No, they don't have the info to make the decision.
|
|
|
Determinants of External Search
|
Perceived value of the info minus the the perceived cost of search
(Perc. Info value - search cost) |
|
|
What determines the Perceived Value of info?
|
PRVIC
1. Purchase risk 2. Variability btw brands 3. Individual CONFIDENCE in decision making while shopping |
|
|
What are the COST of external search?
|
DOI
1. Decision delay (just be done) 2. Opportunity Costs 3. Info overload |
|
|
Some consumers may pick a different brand if they...
|
Process by brand rather than attribute (if attributes vary)
|
|
|
If consumers process (choose) based on or by brand then they are looking (measuring) across
|
Brands (columns - .ppt slide 24)
.. you could pick a dif. brand if your process by brand rather than attribute |
|
|
If consumers process (choose) based on or by attribute then they are looking (measuring) across
|
attributes (rows- .ppt slide 25)
|
|
|
Questions effects in Adv
|
stimulate problem recognition (doubt). Are you sure your real estate agent can sell your house?
|
