Management and Organizational Studies 1021A/B Chapter Notes - Chapter 6: Cognitive Dissonance, Consumer Reports

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Michael Aloisio

Document Summary

Furthermore, problem recogniion can be as complex as realizing that you need to purchase a new laptop computer: informaion search: seeking value. Ater recognizing a problem, consumers begin to search for informaion about what product or service might saisfy the newly discovered need. First, they may scan their memory for knowledge of or previous experiences with products or brands. If the decision is more complex, however, a consumer may undertake an external search for informaion. An external search is beneicial when a consumer lacks experience with or knowledge about a product, the risk of making a bad decision is high, and the cost of gathering informaion is low. The primary sources of external informaion are personal sources, public sources, consumer reports or government agencies, and marketer- dominated sources. Showrooming is an example of how all organizaions, not just retailers, must integrate online mechanisms to opimize the overall customer experience: evaluaions of alternaives: assessing value.