24202 Lecture Notes - Lecture 6: Confirmation Bias
Document Summary
Problem recognition and information search: how consumers recognise a consumption problem and why marketers must understand this part of the decision making process. Problem recognition: perceived difference between ideal and actual state. Crucial stage as it motivates the consumer to action. Create a new ideal state (raise bar innovative products) Create dissatisfaction with actual state (lower bar designer. Internal search: recalling stored info from memory (brand, attributes etc) Prototypically (easily recall brands that are closest to prototype) Goals/usage situation (helps activate brands in consumer minds) Diagnostic info (info that helps discriminate e. g. size of tv is different) If price is the same amongst competitors then its not diagnostic. Salience (prominent attributes are likely to be recalled e. g. price) Confirmation bias: tendency to recall info that reinforces out beliefs. Inhibition: stops people from focusing on important information. Mood: evaluation is product is positive if mood is also positive.
