Problem Solving, Information Processing,

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Problem SolvingInformation Processing
Involvement
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Generic Model of Consumer Problem Solving
Problem Recognition
Information Search
Perceived difference between ideal and actual
state of affairs
Seek relevant information about potential
solutions to the problem from external
environment or activate knowledge from memory
Evaluation of Alternatives
Judge competing alternatives in terms of salient
beliefs about relevant consequences and combine
this knowledge to make a choice
Product Choice
Postpurchase Evaluation
Buy the chosen alternative
Use the chosen alternative and evaluate it again
in light of its performance
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Problem Recognition(Buyer Readiness)
Consumer Sees a Significant Difference Between
the Current State of Affairs and Some Desired
State of Affairs.


Consumers Desired State
Consumers Current State
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Determinants of Problem Recognition
Consumers Current State
Consumers Desired State
Perceived Discrepancy
Problem Recognition

• Changes in Current State
• Depletion of stock
• Dissatisfaction
• Increase in finances
• Decrease in finances
• Marketing inputs

• Changes in Desired State
• New need circumstances
• New want circumstances
• New product opportunities
• Purchases of other products
• Marketing inputs

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Information Search
Memory
The Process Where a Consumer Searches for
Appropriate Information to Make a Reasonable
Decision. Might Search for Information from
Friends Recommendations
Brochures Internet
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Simple Truisms of the Human Mind

• Human minds are limited
• Human minds cant cope
• Human minds hate confusion
• Trout 1996

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Information Processing and Memory Stores
Attention - Preconscious - Focal - Selective
Comprehension
Exposure - Intentional - Accidental - Selective
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TYPES OF KNOWLEDGE
1. General knowledge - peoples interpretations
of relevant information in their environment

• Episodic - specific events in a persons life
• Semantic general meanings and beliefs people
  have acquired about their world

2. Procedural knowledge - scripts on how to do
things
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Cognitive Structure
Associative Network -- An organized structure of
knowledge meanings and beliefs about some
concept such as a brand.
An associative network consists of Nodes
(concepts) Links (beliefs) Each meaning concept
(node) is linked to other concepts (nodes) to
form a network of associations
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Memory Process

• A man has no ears for that which experience has
  given him no access
• Friedrich Nietzsche
• Reported in Trout 1996
• Apperception -- the process of understanding by
  which newly observed qualities are related to
  past experience

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Associative Network
Sweet
Moderately Sweet
Caffeine
Lem/Lime Flavor
Tasty Cola
Tasty Lem/Lime
Pepsi
Sprite
Clear
Caramel Color
Cola Flavor
Fizz/Re- Freshing
Caffeine Free
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Associative Network
Sweet
Moderately Sweet
Caffeine
Lem/Lime Flavor
Tasty Cola
Tasty Lem/Lime
Pepsi
Sprite
Clear
Caramel Color
Cola Flavor
Fizz/Re- Freshing
Caffeine Free
Pepsi Crystal
Poor Cola Taste
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Associative Network
Sweet
Moderately Sweet
Caffeine
Lem/Lime Flavor
Tasty Cola
Tasty Lem/Lime
Pepsi
Sprite
Clear
Caramel Color
Cola Flavor
Fizz/Re- Freshing
Caffeine Free
Sugar Free
Diet Pepsi
Womans Drink
After Taste
Moderately Tasty Cola
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Associative Network
Sweet
Moderately Sweet
Caffeine
Lem/Lime Flavor
Tasty Cola
Tasty Lem/Lime
Pepsi
Sprite
Clear
Caramel Color
Cola Flavor
Fizz/Re- Freshing
Caffeine Free
Sugar Free
Diet Pepsi
Pepsi One
Mans Drink
Womans Drink
After Taste
Moderately Tasty Cola
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Extended Problem Solving
Buying behavior exhibited by consumers who are
considering a purchase in an unfamiliar category.

• Need for substantial information and time to
  choose
• Fewer expectations
• Attention is less guided
• Less apt to be involuntarily interrupted
• Uses only three to four attributes in the
  evaluation
• Relies more on brand recognition than on attitudes

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Limited Problem Solving
Buying behavior exhibited by consumers when they
are confronted by a new brand in a familiar
category.

• Developed hierarchy for the category of brands
• Class autos
• Category (form) subcompact SUV sports
• Within Category recognizable attributes
  benefits provided
• The product hierarchy controls the consumers
  search attention memory utilization and choice
• Characterized by considerable information seeking
  and time to choose

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Routine Problem Solving
Buying behavior exhibited by consumers when they
are confronted by familiar brands in a familiar
product category and already have formed an
evoked set of the familiar brands

• Characterized by little or no information seeking
  and quick problem solving
• Evoked set of brands well developed
• Brands tend to be more standardized and there are
  few product changes compared to LPS
• Price and availability are more likely to produce
  product shifts

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Consumers Product Involvement
INVOLVEMENT
The perceived importance or personal relevance of
an object event or activity
Involvement with a product or brand has both
cognitive and affective aspects