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Questions and Answers
Questions and Answers
What are the five stages of the consumer decision process?
What are the five stages of the consumer decision process?
- Need Recognition, Information Search, Alternative Evaluation, Choice, and Outcomes
- Problem Recognition, Information Search, Alternative Evaluation, Choice, and Outcomes (correct)
- Problem Recognition, Need Recognition, Alternative Evaluation, Choice, and Outcomes
- Problem Recognition, Information Search, Choice, Purchase, and Outcomes
What is Problem Recognition based on?
What is Problem Recognition based on?
- The interaction between the desired state and the perceived state
- The interaction between the desired state and the actual state (correct)
- The interaction between the perceived state and the ideal state
- The interaction between the perceived state and the actual state
What needs to happen for a purchase to occur?
What needs to happen for a purchase to occur?
- Problem Recognition (correct)
- Alternative Evaluation
- Information Search
- Choice
What are the two types of Problem Recognition?
What are the two types of Problem Recognition?
What is homeostasis?
What is homeostasis?
What is the cause of Problem Recognition according to several authors?
What is the cause of Problem Recognition according to several authors?
What is dynamic homeostasis?
What is dynamic homeostasis?
What is the first stage in consumer decision-making models?
What is the first stage in consumer decision-making models?
What determines whether Opportunity Recognition or Need Recognition is triggered?
What determines whether Opportunity Recognition or Need Recognition is triggered?
What are some reasons why a person may not initiate Consumer Action despite perceiving a discrepancy?
What are some reasons why a person may not initiate Consumer Action despite perceiving a discrepancy?
What are the ten distinct outcomes that may occur after defining the problem?
What are the ten distinct outcomes that may occur after defining the problem?
What is a common reason for consumer inaction?
What is a common reason for consumer inaction?
What is related to Insufficient Resources as a reason for No Consumer Action?
What is related to Insufficient Resources as a reason for No Consumer Action?
What may prevent consumers from taking action on important products or services?
What may prevent consumers from taking action on important products or services?
What is the relationship between Problem Recognition and Problem Delineation?
What is the relationship between Problem Recognition and Problem Delineation?
What is the main difference between low involvement and higher involvement decisions?
What is the main difference between low involvement and higher involvement decisions?
What is purchase intention?
What is purchase intention?
What are objections in the context of consumer behavior?
What are objections in the context of consumer behavior?
What is the role of reference groups in consumer behavior?
What is the role of reference groups in consumer behavior?
What is assortment deficiency?
What is assortment deficiency?
What is the role of novelty in consumer behavior?
What is the role of novelty in consumer behavior?
What is post-purchase evaluation?
What is post-purchase evaluation?
What is autistic thinking in the context of consumer behavior?
What is autistic thinking in the context of consumer behavior?
What can trigger Problem Recognition in consumers?
What can trigger Problem Recognition in consumers?
What is an example of a financial consideration that can affect the perceived state of consumers?
What is an example of a financial consideration that can affect the perceived state of consumers?
How can previous decisions and purchases influence the desired and actual states of consumers?
How can previous decisions and purchases influence the desired and actual states of consumers?
What family characteristic greatly affects desires for products?
What family characteristic greatly affects desires for products?
How can marketers influence consumers' perceptions of their desired state?
How can marketers influence consumers' perceptions of their desired state?
What can lead to Problem Recognition in consumers?
What can lead to Problem Recognition in consumers?
What can influence desired and actual states of consumers in the current situation?
What can influence desired and actual states of consumers in the current situation?
Where can thorough research on Problem Recognition be found?
Where can thorough research on Problem Recognition be found?
What is the difference between low involvement and higher involvement decisions?
What is the difference between low involvement and higher involvement decisions?
What is the importance of purchase intention?
What is the importance of purchase intention?
What are objections and complaints?
What are objections and complaints?
What are the factors that usually affect the desired state?
What are the factors that usually affect the desired state?
What is the most common source of discrepancy between the desired state and actual state?
What is the most common source of discrepancy between the desired state and actual state?
What is autistic thinking?
What is autistic thinking?
What are the factors that usually affect the actual state?
What are the factors that usually affect the actual state?
What is the role of reference groups in consumer behavior?
What is the role of reference groups in consumer behavior?
Which of the following is NOT true about Problem Recognition in consumer action?
Which of the following is NOT true about Problem Recognition in consumer action?
What can hinder consumer action according to the text?
What can hinder consumer action according to the text?
What can help minimize resource costs for consumers?
What can help minimize resource costs for consumers?
What can marketers do to activate Problem Recognition when consumers are stuck in inactivity mode?
What can marketers do to activate Problem Recognition when consumers are stuck in inactivity mode?
What can affect perceptions of desired or actual states?
What can affect perceptions of desired or actual states?
When is generic Problem Recognition preferred according to the text?
When is generic Problem Recognition preferred according to the text?
What is important for effective appeals in activating Problem Recognition?
What is important for effective appeals in activating Problem Recognition?
What can hinder consumer action due to lack of information?
What can hinder consumer action due to lack of information?
What is the main suggestion made in the article regarding Problem Recognition?
What is the main suggestion made in the article regarding Problem Recognition?
What is the significance of distinguishing between a condition of 'No Problem Recognition' and 'Problem Recognition on hold'?
What is the significance of distinguishing between a condition of 'No Problem Recognition' and 'Problem Recognition on hold'?
What is an area of investigation that the article suggests would be of particular interest regarding Problem Recognition?
What is an area of investigation that the article suggests would be of particular interest regarding Problem Recognition?
Questions and Answers
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Study Notes
Study Notes
Problem Recognition in Consumer Decision Process
- The five-stage decision process, introduced by John Dewey in 1910, serves as the central pillar of a popular consumer behavior model.
- The five stages are Problem Recognition, Information Search, Alternative Evaluation, Choice, and Outcomes.
- The Problem Recognition stage is often overlooked in theoretical discussion and empirical support.
- A purchase cannot occur unless a problem is recognized.
- Problem Recognition is based on the interaction between the desired state and the actual state.
- Problem Recognition occurs when a significant difference develops between a person's desired state and actual state with respect to a particular want or need.
- The size of the discrepancy needs to be large enough to be perceived to attract attention.
- There are two types of Problem Recognition: generic and selective.
- Depending on the complexity of the problem, the time it takes to acknowledge the need may be short or long.
- Several authors suggest that the cause of Problem Recognition is departure from homeostasis.
- There are at least two kinds of homeostasis, static and dynamic.
- Dynamic homeostasis can be brought on by changes in either state, and adjustments can occur over time in behavior due to learning.
The Consumer Problem Recognition Process: Determinants and Outcomes
- The Problem Recognition process is complex and involves multiple determinants and paths.
- The process starts with Information Processing based on the consumer's Memory and Motives.
- If there is no perceived discrepancy between the desired and actual state, the consumer experiences the Ideal State.
- A person may perceive a discrepancy but not initiate Consumer Action due to various reasons, including denial, excuses or not seeing it as a consumer problem.
- The Nature of the Discrepancy determines whether Opportunity Recognition or Need Recognition is triggered.
- Consumer Problem Recognition is the "first" stage in consumer decision-making models.
- Problem Recognition and Problem Delineation usually occur simultaneously, but complex problems may require information search.
- After defining the problem, ten distinct outcomes may occur, with four involving No Consumer Action and six involving Consumer Action.
- No Consumer Action may be taken due to an Insufficient Discrepancy, Low Importance, Insufficient Resources or Insufficient Information.
- Insufficient Resources is a common reason for consumer inaction, with consumers desiring but not being able to afford certain goods or services.
- Low Importance is related to Insufficient Resources as a reason for No Consumer Action, with consumers prioritizing needs based on their income.
- Insufficient Information may prevent consumers from taking action on important products or services due to lack of knowledge or guidance.
Consumer Action and Factors Affecting Desired and Actual States
- Low involvement decisions involve limited internal information search and are often unplanned or impulse purchases.
- Higher involvement decisions involve active external information search and consulting friends, ads, and visiting stores.
- Purchase intention is a vital determinant of many later consumer behaviors.
- Consumers may acquire resources needed to buy the desired good or service through saving or borrowing.
- Objections are valid reasons why a person may not yet buy, and complaints may arise from dissonance or dissatisfaction with a past purchase.
- Reference groups, novelty, and thinking are factors that usually affect the desired state.
- Reference groups are an important source of information concerning what one desires.
- Novelty or variation is a common reason for consumers to change brands.
- Autistic thinking, or thinking about possible positive consequences of undertaking behavior, can be a source of arousal of desire.
- Assortment deficiency, arousal of needs, and post-purchase evaluation are factors that usually affect the actual state.
- Assortment deficiency is perhaps the most common source of discrepancy between the desired state and the actual state.
- Post-purchase evaluation can result in satisfaction or unpleasant dissonance or dissatisfaction.
Factors Affecting Problem Recognition in Consumers
- Problem Recognition can be triggered by changes in desired or actual state.
- Financial considerations, such as salary changes, can affect the perceived state.
- Previous decisions and purchases can influence the desired and actual states.
- Family characteristics, such as marriage or having a child, greatly affect desires for products.
- Culture and social class also impact one's perceived state of affairs.
- Individual development, such as maturing, can alter desires for products.
- The current situation, such as limited time or weather, can influence desired and actual states.
- Marketing efforts can influence both desired and actual states.
- Advertising, publicity, personal selling, and displays can impact consumers' perceptions of their desired state.
- Marketers can also influence consumers' perception of the actual state.
- A change in perception of the actual state can lead to Problem Recognition.
- Thorough research on Problem Recognition can be found in the Appendix.
The Importance of Problem Recognition in Consumer Action
- Problem Recognition is necessary but not sufficient for consumer action
- Analyzing consumer problems and activating Problem Recognition are critical marketing activities
- Strategies for triggering Problem Recognition may not work when consumers are stuck in inactivity mode
- Expectations about financial status can affect perceptions of desired or actual states
- Cultural norms serve as guidelines for lifestyle and can affect consumer behavior
- Lack of resources can hinder consumer action, but marketers can minimize costs to the target market
- Loans, savings plans, and adjusting product preparation processes can help minimize resource costs for consumers
- Changing what is important to consumers can be difficult but necessary to activate Problem Recognition
- Insufficient information can hinder consumer action, so providing information is crucial
- Selective Problem Recognition is preferred for brand preference, while generic Problem Recognition can be appropriate in some situations
- Understanding target market style is important for effective appeals in activating Problem Recognition
- Proper channels of information to reach different Problem Recognition Types can be effective, but sources beyond the marketer's control can also be important.
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