MK 210 Lecture Notes - Lecture 8: Better Business Bureau, Consumer Reports, Objectstore
Document Summary
Steps in the decision-making process: problem identification: discrepancy between today"s state and desired state. Evolving (car starts to break down, and you know you have to replace it eventually; between planning and emergency: information search: Internal: if what we already know is sufficient, we rely on what we already know. Triggers the evoked set (the set of alternatives that comes to mind). Consideration set, if we have enough info and don"t continue to external. External: if we don"t feel like we have enough information, we seek out other sources. Allows us to build the consideration set (set of alternatives that move into alternative evaluation). Sources of information: interpersonal: word of mouth, electronic word of mouth. Marketer controlled: independent: endorsements from better business bureau, Three types of goods: search, experience, and credence: search celebrity/endorsement wom. Word of mouth is not as relied on. Membership group: you can"t choose to be part of this group, you just are.
