MKTG 322 Chapter 7: Chapter 7
7 Feb 2017
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Decision process generally begins when cons ids consumption problem that needs to be solved (need new car, like some new clothes) Problem recognition perceived diff between actual and ideal state. Critical stage in dec process bc motivates consumer to action. Actual state way things actually are, real situation as cons perceive it now. Prob recog occurs if cons become aware of discrepancy between actual state. Ideal state way we want things to be, cons would like situation to be and ideas state (car needs frequent repairs, clothes are out of date) Greater discrepancy between atual and ideal states, the higher the level of motivations, ability and opportunity (moa), more likely cons are to act. If co(cid:374)s do(cid:374)"t pe(cid:396)(cid:272)ei(cid:448)e p(cid:396)o(cid:271), (cid:373)oti(cid:448)atio(cid:374) to a(cid:272)t (cid:449)ill (cid:271)e lo(cid:449) Prob rec relates to consumption disposition and acquisition. Bc prob rec stimulates many types of cons decision making, important to understand what contributes to diffs between ideal and actual states.
