CHAPTER FOURTEEN Consumer Decision Process and Problem Recognition McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

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CHAPTER FOURTEEN Consumer Decision Process and Problem Recognition McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

2 CHAPTER 14 What type of Problem is Nivea Recognizing?

3 CHAPTER 14 Involvement and Types of Decision Making

4 CHAPTER 14 Involvement… Purchase Involvement: the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase Product Involvement (Enduring Involvement): a high level of involvement with a brand or a product category

5 CHAPTER 14 The Process of Problem Recognition

6 CHAPTER 14 Nonmarketing Factors Affecting Problem Recognition

7 CHAPTER 14 Consumer Insight 14-1 What responsibilities do marketers have in terms of warning consumers of potential harmful effects of using their products? Is it possible to effectively warn consumers of the health dangers of alcohol consumption without tarnishing the image of the product category?

8 CHAPTER 14 Discussion Question #16 What products do you think generally are associated with nominal, limited, and extended decision making?

9 CHAPTER 14 Discussion Question #17 What products do you think generally are purchased or used for emotional reasons?

10 CHAPTER 14 Discussion Question #18 What products do you think generally are associated with brand loyalty decision making and which with repeat purchase decision making?

11 CHAPTER 14 Impact on Marketing Strategy Measuring Consumer Problems Activity Analysis Product Analysis Problem Analysis Human Factors and Emotion Research Responding to Consumer Problems Activating Problem Recognition Generic versus Selective Approaches Timing Suppressing Problem Recognition

12 CHAPTER 14 Identifying Consumer Problems

13 CHAPTER 14 Activating Problem Recognition

14 CHAPTER 14 Generic versus Selective