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TheConsumerDecisionProcessI:NeedRecognitionandSearchRogerD.Blackwell,PaulW.Miniard,andJamesF.Engel,ConsumerBehavior,NinthEditionCopyright?2001byHarcourt,Inc.Allrightsreserved.2001/3/61Chapter2OverviewConsumerDecisionProcess(CDP)OverviewCDPStage1:NeedRecognitionCDPStage2:InformationSearch2001/3/62Chapter2ConsumerDecisionProcessModelPurchaseNeedRecognitionSearchforInformationConsumptionPost-consumptionEvaluationDivestmentPre-purchaseEvaluationofAlternatives2001/3/63Chapter2Pre-purchaseEvaluationofAlternativesSearchStimuliInternalSearch

MEMORYIndividualDifferencesEnviron-mentalInfluencesPurchaseConsumptionPost-consumptionEvaluationDivestmentNeedRecognitionExternalSearchAttentionCompre-hensionAcceptanceRetentionExposureSatisfactionDissatisfactionCDPModelCDPModel2001/3/64Chapter2ConsumerDecisionProcessContinuumMidrangeProblemSolvingLimitedProblemSolving(LPS)ExtendedProblemSolving(EPS)HighLowDegreeofComplexity2001/3/65Chapter2TypesofDecisionProcesses:InitialPurchaseExtendedProblemSolving(EPS):OftenoccurswithexpensiveitemsorcanbefueledbydoubtsandfearsImportanceinmakingthe“rightdecision”AllsevenconsumerdecisionmakingstagesareoftenactivatedDissatisfactionisoftenvocal2001/3/66Chapter2TypesofDecisionProcesses:InitialPurchaseLimitedProblemSolving(LPS):Consumersdon’thavemotivation,time,orresourcestoengageinEPSLittlesearchandevaluationbeforepurchaseMorecommonamonglowinvolvementorlowerpriceitemsOftenaccompaniedbyafeelingofindifferencetowardchoice2001/3/67Chapter2ConsumerDecisionProcessContinuum:RepeatPurchasesMidrangeProblemSolvingHabitualProblemSolvingExtendedProblemSolvingHighLowDegreeofComplexityLimitedProblemSolving2001/3/68Chapter2RepeatPurchaseRepeatedProblemSolvingHabitualDecisionMaking.

TypesofDecisionProcesses2001/3/69Chapter2CDPStage1:

NeedRecognitionDefinition:theperceptionofadifferencebetweenthedesiredstateandtheactualstateTheDesiredState:WhereWeWanttoBeTheActualState:WhereWeAreNow2001/3/610Chapter2DesiredStates,ActualStates,

ProblemsandSolutions

hireunpackersconsultarelocationserviceboxesareallovertheplaceIdon’tknowhowtogetaroundBasedontransitions,changesinlifesituationMyhouseholdwillbebacktonormalgoonadietgetapersonaltrainergetliposuctionIamnotnearlyasthinasKateMossBasedongoals,needs,oraspirationsIwanttobeasthinasKateMoss-calltechnicalsupport-buyanewcomputerMycomputerisfreezingonmeBasedonexpectationsofwhatshouldbeMycomputerrunssmoothlyallthetimeSolutionActualStateWhereDoesitComeFrom?DesiredState2001/3/611Chapter2DesiredStateSimpleexpectationAspirationsCulturalbasisChangesinlife

(e.g.,promotion,birthofchild)

changesinexpectations

2001/3/612Chapter2TheActualStateSimplePhysicalFunctionsDepletionandwear-outProductmalfunctionsAilmentsExternalstimuliAdvertisingandremindersComparisontoothers;peerpressure2001/3/613Chapter2NeedRecognitionProcessDegreeofDiscrepancyDesiredStateActualStateBelowThresholdAtorAboveThresholdNoNeedRecognition

NeedRecognition2001/3/614Chapter2HowCompaniesCanActivateNeedRecognitionChangeconsumers’desiredstatewithnewproductsorinnovationsInfluencehowconsumersperceivetheircurrentstateRemindconsumersofaneed2001/3/615Chapter2HowCompaniesCanActivateNeedRecognition2001/3/616Chapter2CDPStage2:SearchINTERNALEXTERNALMemoryThinkingWordofmouth,media,storevisits,trialCATALOG2001/3/617Chapter2InternalSearchProcessNeedRecognitionInternalSearch

InternalSearchSuccessful?ProceedwithDecisionUndertakeExternalSearch

-ExistingKnowledge-AbilitytoRetrieveStoredKnowledge(No)(Yes)2001/3/618Chapter2WhatKindofInformationIsRetrievedfromInternalSearch?RecallofBrandsConsiderationorEvokedSetRecallofAttributesAccessibilityDiagnosticInformationSalientAttributesAttributeDeterminanceRecallofEvaluationsOn-LineProcessingRecallofExperiences2001/3/619Chapter2ExternalSearchSearchmaybepassiveasconsumersbecomemorereceptivetoinformationaroundthem,orconsumerscanengageinactivesearchbehavior2001/3/620Chapter2TwoTypesofExternalSearchPre-purchaseSearchactivatedbyanupcomingpurchasedecisionmotive:tomakebetterconsumptionchoices

OngoingSearchinformationacquisitiontakesplaceonarelativelyregularbasismotives:todevelopaknowledgebaseforfuturedecisiontoexperiencefunandpleasure2001/3/621Chapter2ExtentofSearch:HowMuchDoConsumersSearch?Costversusbenefitperspective:peoplesearchfordecision-relevantinformationwhentheperceivedbenefitsofthenewinformationaregreaterthanperceivedcostsofacquiringtheinformationBenefit:makingbetterdecisionsCost:timeandeffortspentinsearch2001/3/622Chapter2Sourcesof

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