MGMC02H3 Chapter Notes - Chapter 8: Social Class, Materialism, Online Shopping
Document Summary
Mgmc02 chapter 8: problem recognition and information search: Problem recognition the perceived difference between an actual and an ideal state. Ideal state the way we want things to be. Actual state the way things actually are. Critical stage in decision process motivates the consumer to action. Occurs if consumers become aware of a discrepancy between the actual and ideal state. Greater discrepancy and higher level of mao = more likely consumers are to act. Consumers do not perceive a problem low mao. Simple expectations (from past experiences: can be a function of our future goals or aspirations, expectations and aspirations personal motivations (self-image and culture) Changes in personal circumstances (new ideal states) Actual state: where we are now: running out of a product, having a product malfunction or become obsolete, unexpectedly needing a service, needs, external stimuli. Internal search the process of recalling stored information from memory.
