Consumer Decision Making: Involvement, Decision Process, and Information Search, Summaries of Marketing

Download Consumer Decision Making: Involvement, Decision Process, and Information Search and more Summaries Marketing in PDF only on Docsity! Hedonic Appeal What is involvement? The level of perceived personal importance and/or interest evoked by a stimulus within a specific situation or product category. Low involvement: Occurs when consumer invests relatively less energy into their cognition and their affective reactions. High involvement: Occurs when consumer is relatively highly aroused & interested enough to think or affect (be moved emotionally or sensory) about a stimulus over time. #2 DECISION PROCESS I: SITUATION & PROBLEM INVOLVEMENT Decision Process: Involvement High-low involvement/Affective vs. Cognitive Affective: Imagery promotes continuing involvement and reduces information overload. Realistic imagery works best as it links to consumer satisfaction later. Cognitive: Lots of written text and numbers assumes a target audience will put a lot of cognitive effort into processing an advertisement Increasing involvement through advertisements This Swiss Potato Board is trying to increase involvement with its product. The ad reads: “Recipes against boredom.” Involvement motives Interest (Needs/Values) Intrinsic motivation linked to as specific product or product class Pleasure Hedonic Reward Value (positive emotions, moods, sensations) Sign Intra- and Interpersonal meanings (e.g. self-esteem, social status, sexual orientation, relationship status) Risk Importance Extent of Actual Damage inflicted by a wrong choice. Risk Probability Lack of Confidence in choosing the “right” product for a specific context Typical Statements I collect European History books. I like to get back to nature as often as possible. I look forward to a Mars Bar everyday at 4pm. I love my new Burberry trench coat. I see myself as an athlete, so I always buy high performance running shoes. My gifting you George Jensen candle sticks means I value you as a friend. If I don’t choose the right super, I will have a miserable old age. I always buy Bollinger because I am not sure other champagne brands are any good. Novelty Appeal CH. 2 & 3 #3 DECISION PROCESS II SEARCH, EVALUATE AND SELECT Information Search • What characteristics are important? • How can brands try to influence CB to suit their strengths? • Media Channel Proliferation • Paradox of Choice • Consumers can be non, limited or extended searchers. CH. 4 & 5 NATURE OF INFORMATION SEARCH Summary: What is the nature of information searches? While many consumers are active information searchers wanting to obtain information on a particular good or service before purchase, there are others who apply little or no effort to obtain product or brand information before making a decision. Consumers are continually recognising problems and opportunities, so the process of internal and external searching for information to solve these problems is ongoing. Internal search = Use of information from memory • This initial search produces set of guides/decision constraints that limit or direct the external search. • Limited decision making = only internal search. Extended decision making – relative importance of external information search tends to increase. • It can provide some or all of appropriate alternatives and the evaluative criteria used to choose between them External search = Method used if resolution to problem is not reached through internal search; the focus of the search then shifts to external stimuli to solving the problem. • Opinions, attitudes, behaviours, feelings of friends etc. • Reviews by other consumers • Professional information provided in brochures, articles, internet • Direct experience with product through inspection/trial • Marketer-generated info by ads, display, staff, internet In absence of problem recognition à Deliberate external searches. Ongoing (exploratory) search – the search for info. Is a function of individual, product, market and situational factors. It increases product/market knowledge and leads to future buying efficiencies and future influence, increases unplanned purchases and personal satisfaction – carried out constantly by market mavens/experts. What kind of information do consumers require? 1. Appropriate evaluative criteria for solution of a problem. 2. Existence of various alternative solutions 3. Characteristics of potential solutions Evaluative criteria = features/desired characteristics of a product required to meet consumer’s needs; features the consumer believes a product should have e.g. price, brand, ingredients. Awareness set = Set of brands of which a consumer is aware, composed of 3 subcategories: 1. Evoked Set = Brands consumer is willing to consider for solution of particular consumption problem 2. Inept Set = Brands consumer considers completely unworthy of further consideration – actively dislikes the brands 3. Insert set = Brands consumer is aware of, but towards which is basically indifferent. Consumers choose from the evoked set using relevant evaluative criteria – consumers need to gather information about the brand. Extensive searches are undertaken for few consumption decisions. – Habitual/Limited decision-making involves little/no active external search. Consumers can also learn substantial information without deliberate search through low-involvement learning i.e. emotional appeals in advertising recognise importance of non-cognitive aspects of consumer decisions. SOURCES OF INFORMATION Summary: What are the key types and sources of information? Internal information (information stored in the consumer’s memory) may be actively acquired through previous searches and personal experience, or passively acquired through low-involvement learning. In addition, consumers can seek information from four other main external sources. These are personal sources (such as friends and family), independent sources (such as consumer groups and government departments), marketing sources (such as sales staff and advertising) and experiential sources (such as direct product inspection or trial). Summary: What are the differences between evoked, inept and inert set of brands? Most consumers, when faced with a problem, can recall a limited number of brands that they feel would probably be acceptable solutions. These brands (the evoked set) are the initial brands about which the consumer seeks additional information during the remaining internal and external search processes. The inept set comprises those brands that the consumer considers completely unworthy of further consideration. The consumer usually actively dislikes the brands in this set. The inert set contains those brands that the consumer is aware of, but towards which the consumer is basically indifferent.