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2001/3/6Chapter21TheConsumerDecisionProcessI:NeedRecognitionandSearchRogerD.Blackwell,PaulW.Miniard,andJamesF.Engel,ConsumerBehavior,NinthEditionCopyright©2001byHarcourt,Inc.Allrightsreserved.2001/3/6Chapter22OverviewConsumerDecisionProcess(CDP)OverviewCDPStage1:NeedRecognitionCDPStage2:InformationSearch2001/3/6Chapter23ConsumerDecisionProcessModelPurchaseNeedRecognitionSearchforInformationConsumptionPost-consumptionEvaluationDivestmentPre-purchaseEvaluationofAlternatives2001/3/6Chapter24Pre-purchaseEvaluationofAlternativesSearchStimuliInternalSearchMEMORYIndividualDifferencesEnviron-mentalInfluencesPurchaseConsumptionPost-consumptionEvaluationDivestmentNeedRecognitionExternalSearchAttentionCompre-hensionAcceptanceRetentionExposureSatisfactionDissatisfactionCDPModel2001/3/6Chapter25ConsumerDecisionProcessContinuumMidrangeProblemSolvingLimitedProblemSolving(LPS)ExtendedProblemSolving(EPS)HighLowDegreeofComplexity2001/3/6Chapter26TypesofDecisionProcesses:InitialPurchaseExtendedProblemSolving(EPS):•Oftenoccurswithexpensiveitemsorcanbefueledbydoubtsandfears•Importanceinmakingthe“rightdecision”•Allsevenconsumerdecisionmakingstagesareoftenactivated•Dissatisfactionisoftenvocal2001/3/6Chapter27TypesofDecisionProcesses:InitialPurchaseLimitedProblemSolving(LPS):Consumersdon’thavemotivation,time,orresourcestoengageinEPSLittlesearchandevaluationbeforepurchaseMorecommonamonglowinvolvementorlowerpriceitemsOftenaccompaniedbyafeelingofindifferencetowardchoice2001/3/6Chapter28ConsumerDecisionProcessContinuum:RepeatPurchasesMidrangeProblemSolvingHabitualProblemSolvingExtendedProblemSolvingHighLowDegreeofComplexityLimitedProblemSolving2001/3/6Chapter29•RepeatPurchaseRepeatedProblemSolvingHabitualDecisionMaking.2001/3/6Chapter210CDPStage1:NeedRecognitionDefinition:theperceptionofadifferencebetweenthedesiredstateandtheactualstateTheDesiredState:WhereWeWanttoBeTheActualState:WhereWeAreNow2001/3/6Chapter211DesiredStates,ActualStates,ProblemsandSolutionshireunpackersconsultarelocationserviceboxesareallovertheplaceIdon’tknowhowtogetaroundBasedontransitions,changesinlifesituationMyhouseholdwillbebacktonormalgoonadietgetapersonaltrainergetliposuctionIamnotnearlyasthinasKateMossBasedongoals,needs,oraspirationsIwanttobeasthinasKateMoss-calltechnicalsupport-buyanewcomputerMycomputerisfreezingonmeBasedonexpectationsofwhatshouldbeMycomputerrunssmoothlyallthetimeSolutionActualStateWhereDoesitComeFrom?DesiredState2001/3/6Chapter212DesiredStateSimpleexpectationAspirationsCulturalbasisChangesinlife(e.g.,promotion,birthofchild)changesinexpectations2001/3/6Chapter213TheActualStateSimplePhysicalFunctionsDepletionandwear-outProductmalfunctionsAilmentsExternalstimuliAdvertisingandremindersComparisontoothers;peerpressure2001/3/6Chapter214NeedRecognitionProcessDegreeofDiscrepancyDesiredStateActualStateBelowThresholdAtorAboveThresholdNoNeedRecognitionNeedRecognition2001/3/6Chapter215HowCompaniesCanActivateNeedRecognitionChangeconsumers’desiredstatewithnewproductsorinnovationsInfluencehowconsumersperceivetheircurrentstateRemindconsumersofaneed2001/3/6Chapter216HowCompaniesCanActivateNeedRecognition2001/3/6Chapter217CDPStage2:SearchINTERNALEXTERNALMemoryThinkingWordofmouth,media,storevisits,trialCATALOG2001/3/6Chapter218InternalSearchProcessNeedRecognitionInternalSearchInternalSearchSuccessful?ProceedwithDecisionUndertakeExternalSearch-ExistingKnowledge-AbilitytoRetrieveStoredKnowledge(No)(Yes)2001/3/6Chapter219WhatKindofInformationIsRetrievedfromInternalSearch?RecallofBrandsConsiderationorEvokedSetRecallofAttributesAccessibilityDiagnosticInformationSalientAttributesAttributeDeterminanceRecallofEvaluationsOn-LineProcessingRecallofExperiences2001/3/6Chapter220ExternalSearchSearchmaybepassiveasconsumersbecomemorereceptivetoinformationaroundthem,orconsumerscanengageinactivesearchbehavior2001/3/6Chapter221TwoTypesofExternalSearchPre-purchaseSearchactivatedbyanupcomingpurchasedecisionmotive:tomakebetterconsumptionchoicesOngoingSearchinformationacquisitiontakesplaceonarelativelyregularbasismotives:•todevelopaknowledgebaseforfuturedecision•toexperiencefunandpleasure2001/3/6Chapter222ExtentofSearch:HowMuchDoConsumersSearch?•Costversusbenefitperspective:peoplesearchfordecision-relevantinformationwhentheperceivedbenefitsofthenewinformationaregreaterthanperceivedcostsofacquiringtheinformation•Benefit:makingbetterdecisions•Cost:timeandeffortspentinsearch2001/3/6Chapter223SourcesofInformationMarketerDominatedRetailersearchMediasearchNon-MarketerDominatedInterpersonalsearchIndependentsearchExperientialsearch2001/3/6Chapter224ContentsofExternalSearchBrandnamePriceOtherattributes(productspecific)Bias