PSY100H1 Chapter Notes -Determinant, Selective Perception, Online Community
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PSY100H1 Full Course Notes
Verified Note
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Document Summary
The process of decision making: problem recognition (ideal vs. actual state) and information search (internal vs. external, judgment and decision making, post-decision process. Problem recognition: the perceived difference between an actual and an ideal state. Ideal state: the way we want things to be [expectations, personal motivation, social class, major changes in personal circumstances] Actual state: the way things actually are [needs (hungry, thirsty), physical factors] The greater the discrepancy between the actual and the ideal states, and the higher the level of motivation, ability, and opportunity (mao), the more likely consumers are to act. Stimulating problem recognition: marketers need to convince consumers that there is a problem: how, create a new ideal state. This is why firms need to innovate. Every consumer is different (roger"s innovation adoption curve: convince the innovators and early adopters first, then early majority, late majority, and laggards will follow: create dissatisfaction with actual state, stylish shopping bags, position as solution to problem.
