DM 272 1st Edition Lecture 23Outline of Last Lecture I. Changing Consumer Attitudes: Changing Beliefs (Persuasion)II. Consumer Intension III. Types of IntentionsIV. Beliefs, Attitudes, and Intensions Outline of Current LectureI. The Consumer Decision MakingII. ModelIII. Need/Problem RecognitionIV. Information SearchV. Pre-Purchase Evaluation of AlternativeCurrent LectureThe Consumer Decision Making- Expalin the process consumers go through to make purchase related decisionModel- Need/Problem Recognition- Information Search- Evaluation of Alternatives- Purchase - Consumption- Post-Consumption EvaluationThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- DivestmentNeed/Problem Recognition - An individual senses a difference between what he/she perceives to be the ideal vs. the actual state of affairs- We have desires/wants tooActual State - No need recognition Desired StateDegree of discrepancy between AS and DS is insufficient to activate need recognitionChange in DS (e.g., consumersees a plasma TV)- Need recognition occurs - Change in actual stage (e.g., your TV Breaks)Information Search- Search refers to a receptivity of information that may help meet needs/wants or saveproblemso NOT search for specific products- Internal search: retrieving knowledge from memory or past experience- External search: Collecting information from peers, family, and the market placeo Passive (incidental learning) vs. active (directed learning)o Pre-purchase search Motivated by an upcoming purchase decision  What? Where? How much?o Ongoing Search Takes place on a regular basis regardless of purchase needs- Why External search?o To make better choiceso To create a knowledge base for future decisionso Simply for enjoymento The question: how much do consumers search?Pre-Purchase Evaluation of Alternatives- The process of comparing different products and brands identified from search- Determining choice alternativeso The consideration set: the alternatives considered during decision making A.k.a the evoked seto How to construct the consideration set The retrieval set through internal search  Alternatives you come up with based on knowledge and prior experience Addition to the retrieval set through external searcho The question: how od you decide on which product/brand to choose?Need recognition occurso Evaluative criteria: standards and specifications used to compare different products and brandso Salient or determinant attributes may be considered Salient attributes: vary little between similar types of products E.g, price and reliability Most important to consumers Determinant attributes: usually determine which brand or product theconsumer chooseso Deciding how to evaluate the alternative The categorization process Evaluation of an alternative based on the particular category to which its assigned The piecemeal process Consideration of the alternatives advantages and