MGMC02H3 Chapter Notes -Search Advertising, Confirmation Bias, Autobiographical Memory
Document Summary
Problem recognition: problem recognition is the perceived difference between an ideal and an actual state [critical stage because it motivates the consumer to action] By: creating new ideals, encourage dissatisfaction with the actual state positioned as a solution to a problem. But recall does not = consideration set: if there is no recall product placement on the shelf plays a role, factors that increase possibility of recall. Well-known brands are more easily recalled than unfamiliar brands. Brands that resemble prototype are recalled more often. More likely to be included in the consideration set. Even in low-mao situations in which little processing occurs, incidental ad exposure can increase the likelihood of a brand"s inclusion in the consideration set. Reduces misidentification of brands. situations because consumers have certain brands that they associate with these goals and usages. Brand preference consideration set. remember and relate to the products. Strongly associating with retrieval cues makes it easier for consumers to.
