MKC2110 Lecture Notes - Lecture 7: Cognitive Miser, Information Overload, Confirmation Bias
6 Jun 2018
School
Department
Course
Professor
WEEK 7 NOTES – COMMENCE 8.9.15
CONSUMER DECISION PROCESSES I
STIMULI FOR PROBLEM RECOGNITION
• Internal stimuli
- Perceived states of physical of psychological discomfort such as
hunger or boredom or dissatisfaction with perceived actual state.
- Internal search depends on level of MAO to process information.
Consumers will attempt to recall more information when involvement,
perceived risk or need for cognition is high.
• External stimuli
- Marketplace information.
→ E.g. The smell of freshly baked bread.
- The Mother Hubbard phenomenon.
• Primary versus secondary demand
- Primary demand is for a product category while secondary demand is
for a specific brand within the category.
• Create a new ideal state
• Create dissatisfaction with actual state: Can be influenced by a variety
of factors.
• Position as solution to problem
INTERNAL SEARCH: SEARCHING FOR INFORMATION FROM MEMORY
• Degree of internal search
• Kind of information recalled:
- Brands
- Attributes
- Evaluations
- Experiences
find more resources at oneclass.com
find more resources at oneclass.com
BRAND RECALL
Rather than remembering all available brands in any given situation, consumers
tend to recall a subset of two-eight brands, known as consideration set.
Consideration set: The subset of top-of-mind brands evaluated when making a
choice.
Brands being recalled does not guarantee that it will be in a consumer’s
consideration set because consumers can recall a number of brands and then
reject undesirable alternatives.
If consumers cannot recall brands from memory to form a consideration set, the
set will tend to be determined by external factors such as availability.
• Prototypically: When consumers engage in internal serach, they more
easily recall brands that are closest to the prototype/other category
members.
• Brand familiarity: Well-known brands are more easily recalled during
internal search than unfamiliar brands because memory links associated
with these brands tend to be stronger. Companies need to repeat
marketing communications continually to keep brand awareness high
and associations strong.
• Goals/Usage situation: Marketers can attempt to associate products with
certain goals and usage situations.
• Brand preference: When brands have positive attitudes towards a brand
they can recall it more easily and will be included in a consideration set.
• Retrieval cues: Marketers can increase the chance that the brand will be
included in consumer’s consideration set. Packaging can also be
important retrieval cue.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Perceived states of physical of psychological discomfort such as hunger or boredom or dissatisfaction with perceived actual state. Internal search depends on level of mao to process information. Consumers will attempt to recall more information when involvement, perceived risk or need for cognition is high: external stimuli. The mother hubbard phenomenon: primary versus secondary demand. Internal search: searching for information from memory: degree of internal search, kind of information recalled: Rather than remembering all available brands in any given situation, consumers tend to recall a subset of two-eight brands, known as consideration set. Consideration set: the subset of top-of-mind brands evaluated when making a choice. Brands being recalled does not guarantee that it will be in a consumer"s consideration set because consumers can recall a number of brands and then reject undesirable alternatives. Marketers repeatedly draw attention to it: diagnosticity: diagnostic information helps us distinguish objects from another. If prices vary, consumers can distinguish and so information is diagnostic.
