Management and Organizational Studies 3321F/G Chapter Notes - Chapter 9: Far-Sightedness, Neuromarketing, Fallacy

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: John White

Document Summary

Consumers as problem solvers: consumer decision process, problem recognition. Problem recognition: occurs when we experience a significant difference between our current state of affairs and some state we desire, problems can arise one of two ways, actual state-need recognition: there becomes a need that requires fufillment. Ideal state-opportunity recognition: there is a gap between the actual state and the ideal state. Information search: the process in which the consumer surveys his or her environment for appropriate day at make a reasonable decision, internal versus external search. There is a limited amount of storage into short term memory, so more information is not always the better option. Inept set: this are aware of but would not consider (cid:271)u(cid:455)i(cid:374)g (cid:271)e(cid:272)ause the(cid:455) are(cid:374)"t (cid:449)hat (cid:455)ou are looking for. Product positioning: the su(cid:272)(cid:272)ess ofte(cid:374) hi(cid:374)ges o(cid:374) the (cid:373)arketer"s a(cid:271)ilit(cid:455) to (cid:272)o(cid:374)(cid:448)i(cid:374)(cid:272)e the (cid:272)o(cid:374)su(cid:373)er that its product should be considered within a given category.