Ch 7

Question 1

Ideal vs. actual state

Answer 1

• -The ideal state is the way that consumers would like a situation to be (having an excellent camera or wearing attractive clothing).
• -The actual state is the real situation as consumers perceive it now
Eg: Finding a brand that satisfies a need even though the brand may not be the best brand.

Question 2

External vs. internal information search

Answer 2

• -Internal information search would be searching ideas from memory
• -External information search would be like word of mouth, media, friends

Question 3

Pre-purchase search vs. ongoing search

Answer 3

• -Pre-Purchase search is buying what you need, such as toilet paper or food
• -Ongoing search is regular scanning of merchandise that you previously didn’t think of going to the store to purchase

Question 4

Consideration (evoked) set

Answer 4

• -The subset of top-of-mind brands evaluated when making a choice.
 *For example, someone buying bottled water might consider Perrier and Poland Spring rather than all possible brands.

Consider.
Considering best (top of mind)

Question 5

Recall of attributes

Answer 5

• -Details of a product consumers can recall on, which may influence them to use the product such as: Accessibility or availability, Diagnosticity, Salience, Vividness and Goals.

Question 6

Accessibility

Answer 6

• Information that is more accessible or available— having the strongest associative links—is the most likely to be recalled and entered into the decision process.
 *Eg: Marketers can make information more accessible by repeatedly drawing attention to it in communications.

Question 7

Diagnosticity

Answer 7

• Helps us distinguish objects from one another.
 *Eg: If all brands of computers are the same price, then price is not diagnostic, or useful, when consumers are making a decision. On the other hand, if prices vary, consumers can distinguish among them, so the information is diagnostic.

(D)iagnostic
Difference

Question 8

Salience

Answer 8

• Consumers can recall very salient (prominent) attributes even when their opportunity to process is low. By repeatedly calling attention to an attribute in marketing messages, marketers can increase a product’s salience
 *Eg: The Apple iPod’s distinctive circular control pad and white ear buds serve as salient attributes for consumers interested in digital music players

Question 9

Vividness

Answer 9

• Vivid information is presented as concrete words, pictures, or instructions to imagine
 *Eg: Imagine yourself on a tropical beach) or through word-of-mouth communication///

For example, a picture of a hand holding the credit-card-sized iPod Nano is vivid information

Question 10

Goals

Answer 10

• The consumer’s goals will determine which attribute is recalled from memory.
 Eg: If one of your goals in taking a vacation is to economize, you are likely to recall price when considering possible vacation destinations. Marketers can identify important goals that guide the choice process for consumers and can then position their offerings in the context of these goals, such as offering economy vacation packages.

Question 11

Confirmation bias

Answer 11

• Our tendency to recall information that reinforces or confirms our overall beliefs rather than contradicting them, thereby making our judgment or decision more positive than it should be. (favor information that confirms their beliefs or hypotheses)
 *Eg: Subways is healthier than other fast foods. It’s true. So we have more + image.
When we confirm something when it’s already true

Question 12

Inhibition

Answer 12

• Another internal search bias is associated with limitations in consumers’ processing capacity.
 *Eg: In buying a house a consumer might recall information such as the selling price, number of bathrooms, and square footage, but he or she may not recall other important attributes such as the size of the lot.