Chapter 14 – Learning Objectives Identify the differences among the three types of consumer decisions Define problem recognition Recognize how marketers can influence problem recognition

Involvement and Types of Decision Making Low-purchase involvement High-purchase involvement Nominal decision makingLimited decision makingExtended 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

Problem Recognition a function of the importance and magnitude of a discrepancy between a desired state and an actual state; sufficient to arouse and activate the decision process

Marketers Can Influence Problem Recognition Cause Generic Selective Influence the desired state perceptions of the existing state Affect Timing Suppress