Consumer Behavior Chapter 15 Information Search – Flashcards
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awareness set
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Alternative brands the consumer is aware of.
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behavioral targeting
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involves tracking consumer click patterns on a website and using that information to decide on banner ad placement
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consideration set
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evoked set
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evoked set
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Alternatives given consideration.
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inept set
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Avoided alternatives. Not worth evaluating.
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inert set
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Back up alternatives.
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internal search
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Once a problem is recognized, relevant information from long-term memory is used to determine such things as: (1) if a satisfactory solution is known (2) what the characteristics of potential solutions are (3) what appropriate ways exist to compare solutions *Actively & Passively Acquired*
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external search
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If a resolution is not reached through internal search, then the search process is focused on external information relevant to solving the problem *Actively Acquired*
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ongoing search
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done both to acquire information for possible later use and because the process itself is pleasurable
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maintenance
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MARKETING STRATEGY: "Yeah, that's right... Just keep buying our products.. Don't even worry about it, we'll just maintain you." *In evoked set*
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capture
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MARKETING STRATEGY: "During your limited search, we're going to capture your attention and beat out the others within this evoked set!"
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disrupt
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MARKETING STRATEGY: "While you're mindlessly buying products from within your evoked set, we're coming out of no where and disrupting your life and informing you of brands from OUTSIDE your evoked set" *uses free samples, coupons, striking packaging, etc.
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intercept
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MARKETING STRATEGY: "While you're doing limited searching on your evoked set, we're going to intercept the sale from outside of your evoked set" *Emphasis on local media. point-of-purchase displays, shelf space, coupons, etc. Online: adwords, ads, etc.
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preference
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MARKETING STRATEGY: the marketer needs to structure an information campaign that will result in the brand being preferred by members of the target market- Brand in evoked set/extensive decision-making (extensive search) "Our brand is better than your brand, keep searching and you're going to realize we're the preferred brand in your evoked set"
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acceptance
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MARKETING STRATEGY: similar to preference strategy, however it is complicated by the fact that the target market is not seeking information about the brand- Brand not in evoked set/extended decision-making (extensive search)
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Consumer Decision Requires information
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1. appropriate evaluative criteria for the solution of a problem. 2 The existence of various alternative solutions 3. The performance level or characteristic of each alternative solution on each evaluative criterion.
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Sources of Information
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Memory of past searches, personal experiences, and low-involvement learning, Personal sources, such as friends, family and others, Independent sources, such as magazines, consumer groups and government agencies. Marketing sources, such as sales personnel, Web Sites, and advertising, Experiential sources, such as inspection or product trial.
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bots
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software robots that do the shopping/searching for users, and re therefore often referred to as shopping bots.
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Search Engine Optimization (SEO)
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involves techniques designed to ensure that a company's web pages " are accessible to search engines and focused in ways that help improve the chances they will be found.f
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Internal
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______ information is the primary source used by most consumers most of the time (nominal and limited decision making). * Reminder, people do store (in the long-term) external information of advertisements and other marketer-provided info.
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Moderately
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_______ knowledgeable consumers tend to search more than experts & novices.
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Heuristics
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Experience-Based techniques for problem solving (rules of thumb, educated guesses, common sense, stereotyping)
