Decision making process: Problem recognition and information search Flashcards
(23 cards)
Define problem recognition
a consumption problem exists that needs to be satisfied, through a perceived difference between actual state and ideal state
Actual state
The way things actually are (now)
Define Expectations
What we think will happen based on past experiences
Define Aspirations
What we hope or aim for in the future, often tied to our goals or dreams
Define change in personal circumstance
A big life event (like a new job or becoming a parent) that makes us want or need different things
Internal search
When a consumer tries to remember past experiences, feelings, or information stored in their memory to help make a decision.
Define Accessibility
How easily information comes to mind when making a decision. The easier it is to remember, the more likely it will be used.
Define Diagnostic
How useful a piece of information is in telling one option apart from another. If something helps you compare and choose between products, it’s considered diagnostic.
Define Salience
How noticeable or prominent an attribute is to the consumer. The more it stands out, the more likely it is to be remembered and influence decisions
Define Vividness
How clear, detailed, or image-rich information is (like pictures or strong descriptions). Vivid info is easier to remember, especially if you haven’t already made up your mind.
Define Evaluations (attitudes)
Overall likes or dislikes about a brand or product, which are easier to remember than specific details and strongly influence decisions
Confirmation bias
The tendency to remember information that supports what we already believe and ignore or forget information that goes against it.
Inhibition
When remembering certain details (like price or size) causes you to forget or ignore other important information, leading to biased decisions.
Define external search
searching for additional information from outside resources
Retailer search
When consumers go to physical stores or dealers to gather more information about products, often to save time by comparing options in one place
Interpersonal search
Getting product advice or opinions from people you know or from online consumer reviews
Simulations
Online or virtual experiences that mimic real-life product use or shopping through interactive tools like 3D views, VR, or AR—helping consumers feel more confident before buying.
Independent search (non-marketing sources)
Getting unbiased product information from sources not connected to any brand, like Consumer Reports, books, or government websites.
Experiential search
Learning about a product by trying it out directly—like using a sample, taking a test-drive, or using virtual/augmented reality tools.
Pre-purchase search
Looking for information before buying something, usually triggered by realizing a need, like researching cars online or asking friends for advice. (involved with purchase) - situational
Ongoing search
Regularly looking for product information out of interest or passion, not because you need to buy something right away—like a car enthusiast reading auto magazines just for fun. (involved with product) - enduring
Cognitive abilities
A person’s mental capacity (like IQ) to understand, learn, and process information—higher ability means better and deeper decision-making.
Consumer affect
A consumer’s mood or emotion—being in a good mood helps people make quicker and easier decisions, while a bad mood makes it harder and slower.
