Problem Recognition and Search

Question 1

What is problem recognition?

Answer 1

it is the gap between the actual state and the ideal state.

it moves consumers from passive (non-decision) state t to active (decision) state

increases motivation to act

Question 2

how do you increase the gap between the actual state and ideal state?

Answer 2

• point out low actual state
• point out high ideal state
• contrast low actual vs high ideal

Question 3

low actual state

Answer 3

highlight the actual state

make the actual state visible

Question 4

high ideal state + examples

Answer 4

high ideal state should be cultural if possible

high ideal state should be authentic as far as possible

• attractive models in advertising
• not authentic

Question 5

brand authenticity + examples

Answer 5

the extent to which consumers perceive a brand to be faithful towards itself, true to its consumers, motivated by caring and responsibility, and able to support consumers in vbeing true to themselves

ex: Apple, Rare Beauty, Dove, Starbucks

Question 6

Sources of authenticity

Answer 6

• realistic ideal points in retailing/advertising
• transparent & fair manufacturing process
• original designs/handmade products
• firm’s origin story with founders
• firm’s behaviour consistent with its value/mission statement

Question 7

Contrast low actual vs high ideal

Answer 7

before vs after software
- plastic surgery
- gym
- investment advisors
- bad breath meter
- speed signal

Question 8

Problem Search

Answer 8

Internal search - what brands come to mind
External search - what is on top of the list on Google

Question 9

Easily recalled brands in memory have advantages

Answer 9

• familiar brands considered for purchase
• familiar brands liked more (familiarity = comfort)

Question 10

search engine optimization

Answer 10

create a list of relevant pages
- page quality of website
- repeated use of terms on website
- quality and quantity of links pointing to the website