Consumer Decision Process and Problem Recognition CHAPTER FOURTEEN Consumer Decision Process and Problem Recognition

Involvement and Types of Decision Making 14-1 Low-purchase involvement High-purchase involvement Nominal decision making Limited decision making Extended decision making Problem recognition Selective Problem recognition Generic Information search Internal Limited external Information search Limited internal Information search Internal External Alternative evaluation Few attributes Simple decision rules Few alternatives Alternative evaluation Many attributes Complex decision rules Many alternatives Purchase Postpurchase No dissonance Limited evaluation Postpurchase No dissonance Very limited evaluation Postpurchase Dissonance Complex evaluation

The Process of Problem Recognition 14-2 Desired consumer lifestyle The way the consumer would like to live and feel Current situation Temporary factors affecting the consumer Desired state The condition the consumer would like to be in at this point in time Actual state The condition the consumer perceives himself or herself to be in at this point in time Nature of discrepancy Difference between the consumer’s desired and perceived conditions Desired state exceeds actual state Actual state exceeds desired state No difference Satisfaction Problem recognized Search decision initiated

Nonmarketing Factors Affecting Problem Recognition 14-3 Less than Equal to Greater than Culture/subculture Social status Reference group Household characteristics Financial status/expectations Previous decisions Individual development Emotions Motives Situation Desired State Actual State Past decisions Normal depletion Product/brand performance Government/consumer groups Availability of products