Podcast Beta
Questions and Answers
What are the five stages of the consumer decision process?
What is Problem Recognition based on?
What needs to happen for a purchase to occur?
What are the two types of Problem Recognition?
Signup and view all the answers
What is homeostasis?
Signup and view all the answers
What is the cause of Problem Recognition according to several authors?
Signup and view all the answers
What is dynamic homeostasis?
Signup and view all the answers
What is the first stage in consumer decision-making models?
Signup and view all the answers
What determines whether Opportunity Recognition or Need Recognition is triggered?
Signup and view all the answers
What are some reasons why a person may not initiate Consumer Action despite perceiving a discrepancy?
Signup and view all the answers
What are the ten distinct outcomes that may occur after defining the problem?
Signup and view all the answers
What is a common reason for consumer inaction?
Signup and view all the answers
What is related to Insufficient Resources as a reason for No Consumer Action?
Signup and view all the answers
What may prevent consumers from taking action on important products or services?
Signup and view all the answers
What is the relationship between Problem Recognition and Problem Delineation?
Signup and view all the answers
What is the main difference between low involvement and higher involvement decisions?
Signup and view all the answers
What is purchase intention?
Signup and view all the answers
What are objections in the context of consumer behavior?
Signup and view all the answers
What is the role of reference groups in consumer behavior?
Signup and view all the answers
What is assortment deficiency?
Signup and view all the answers
What is the role of novelty in consumer behavior?
Signup and view all the answers
What is post-purchase evaluation?
Signup and view all the answers
What is autistic thinking in the context of consumer behavior?
Signup and view all the answers
What can trigger Problem Recognition in consumers?
Signup and view all the answers
What is an example of a financial consideration that can affect the perceived state of consumers?
Signup and view all the answers
How can previous decisions and purchases influence the desired and actual states of consumers?
Signup and view all the answers
What family characteristic greatly affects desires for products?
Signup and view all the answers
How can marketers influence consumers' perceptions of their desired state?
Signup and view all the answers
What can lead to Problem Recognition in consumers?
Signup and view all the answers
What can influence desired and actual states of consumers in the current situation?
Signup and view all the answers
Where can thorough research on Problem Recognition be found?
Signup and view all the answers
What is the difference between low involvement and higher involvement decisions?
Signup and view all the answers
What is the importance of purchase intention?
Signup and view all the answers
What are objections and complaints?
Signup and view all the answers
What are the factors that usually affect the desired state?
Signup and view all the answers
What is the most common source of discrepancy between the desired state and actual state?
Signup and view all the answers
What is autistic thinking?
Signup and view all the answers
What are the factors that usually affect the actual state?
Signup and view all the answers
What is the role of reference groups in consumer behavior?
Signup and view all the answers
Which of the following is NOT true about Problem Recognition in consumer action?
Signup and view all the answers
What can hinder consumer action according to the text?
Signup and view all the answers
What can help minimize resource costs for consumers?
Signup and view all the answers
What can marketers do to activate Problem Recognition when consumers are stuck in inactivity mode?
Signup and view all the answers
What can affect perceptions of desired or actual states?
Signup and view all the answers
When is generic Problem Recognition preferred according to the text?
Signup and view all the answers
What is important for effective appeals in activating Problem Recognition?
Signup and view all the answers
What can hinder consumer action due to lack of information?
Signup and view all the answers
What is the main suggestion made in the article regarding Problem Recognition?
Signup and view all the answers
What is the significance of distinguishing between a condition of 'No Problem Recognition' and 'Problem Recognition on hold'?
Signup and view all the answers
What is an area of investigation that the article suggests would be of particular interest regarding Problem Recognition?
Signup and view all the answers
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.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
Test your knowledge on the crucial first stage of the consumer decision process - Problem Recognition. Discover the different types of problem recognition, the role of homeostasis, and the factors that influence how quickly a need is acknowledged. This quiz is perfect for marketing students or professionals looking to strengthen their understanding of consumer behavior.
