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20 Cards in this Set
- Front
- Back
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the perceived difference between an ideal and an actual state
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problem recognition
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A perception of how consumers would like or desire situations to be across each
consumption context |
The Ideal State: Where We Want to Be
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The consumer’s perception of the situation as it exists now
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The Actual State: Where We Are Now
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rather than remembering all available brands in any given situation, consumers tend to recall a subset of two to eight brands known as
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consideration or evoked set
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From the marketing standpoint it is important that a brand is in the ---- set, otherwise it will not be considered.
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evoked
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Prototypicality
Brand familiarity Goals and usage situations Brand preference Retrieval cues |
Factors that will increase the possibility of being included in the consideration set include:
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options that are unacceptable
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inept set
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consumers treat options in the ------- set with indifference
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inert
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Factors that influence the recall of attributes include:
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Accessibility or availability
Diagnosticity of attributes --Diagnostic information helps us discriminate among objects. Salience (prominence) Vividness Goals |
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external search is affected by
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MAO
Ex. Perceived costs and benefits (M) Ex. Consumer knowledge (A) Ex. Amount of information available (O) |
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The result of conflicting attitudes, beliefs, behaviors, etc.
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Cognitive Dissonance
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Spaceships and the end of the world
Bird sex Pegs and spools |
History of Cognitive Dissonance
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Degree of ------- can vary from simple recall of a brand name to more extensive searches through memory for relevant information, feelings, and experiences.
Amount of ------- devoted depends on motivation, ability, and opportunity to process information. Consumers will attempt to recall more information for decisions that are important to them than for those that are less important. |
internal search, internal search
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Nick’s Mercedes
Elliot’s canoe Buyers remorse |
Consumer Cognitive Dissonance
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Refers to fact that we are more likely to recall information that reinforces rather than contradicts our beliefs, thereby making the judgment or decision more positive than it should be.
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Confirmation Bias
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Retailer search
Media search Interpersonal search Independent search Experiential search |
sources of information in an external search
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consumers acquire all the needed information on one brand before moving on to the next.
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searching by brand
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consumers compare brands one attribute at a time.
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searching by attribute
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alternative words for motivation ability and opportunity (MAO)
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motivation = involvement, ability = expertise, opportunity = clutter
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presents a problem when consumers search internally only for positive information about the competition.
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confirmation bias
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