MGMC02H3 Chapter Notes - Chapter 008: Mass Media, Confirmation Bias, Determinant
Document Summary
Problem recognition is the perceived difference between an ideal and an actual state. State is the way consumers would like a situation to be. Actual state is the real situation as consumers perceive it now. Greater discrepancy between ideal and actual = higher mao to action. Ideal state can be based on future goals or aspirations and by reference groups to be accepted by others as a guide for behavior. Actual state can be based on physical factors, needs, or external stimuli changing perception. Marketing implications: marketing put consumers in state of problem recognition and motivate to start decision process. 2 techniques: create new ideal state, encourage dissatisfaction with actual state, pose as solution to consumer"s problem. Internal search is the process of recalling stored information from memory. Because consumers have limited capacity and memory traces decay over time, consumers recall only small subset of stored information: extent of search vary from brand name to extensive for information (depends on.
