product knowledge and environmental effects
TRANSCRIPT
Low Involvement
Low Knowledge
Low Involvement
High Knowledge
High Involvement
High Knowledge
High Involvement
Low Knowledge
Choose adequate product
at minimum effort
Obtain desired functional
consequence
Simple hierarchy,
unclear, ill-defined
subgoals
Uncertainty about goals
Very few choice
alternatives known or
considered
A few concrete attributes
are used
Use a few simple search
and decision heuristics
Problem
Representation:
Basic Motivation:
Routinized or very
limited problem
solving
End Goal:
Goal Hierarchy:
Consideration Set:
Choice Criteria:
Decision Heuristics:
Decision Process:
Choose satisfactory
product with reasonable
effort
Obtain desired functional
consequence
Simple hierarchy, Clear,
well-defined subgoals
Certainty about goals
Several alternatives
known; few considered
A few moderately
abstract attributes are
used
Use a few search and
decision heuristics
Limited (low) problem
solving
Choose “best” product;
“optimize” satisfaction
Obtain desired value
satisfaction
More complex hierarchy,
Clear, well-defined
subgoals
Certainty about goals
Several alternatives
known; and considered
Wide range of relevant
product knowledge is
available for use
Use many search and
decision heuristics
Limited (moderate)
problem solving
Choose “best” product
Obtain psychological
consequences or value
Unclear, ill-defined
subgoals
Uncertainty about goals
Construct hierarchy
Few choice alternatives
known initially; several
considered
Unclear about important
choice criteria
Use many search and
decision heuristics
Extensive (or very
limited) problem
solving
Interrupts- are events that disrupts the
ongoing problem-solving process
Four Types of Interrupts
♣ Unexpected information
♣ Prominent Environmental Stimuli
♣ Affective States
♣ Conflicts
♣ Unexpected information
-Interruption occurs when there is an
unexpected modification in physical and
social environmental aspects
♣ Unexpected information
- May cause the consumer to:
◘ take conscious control of the problem-
solving processes
◘ identify new end goal
◘ develop a new goal hierarchy, and
◘ construct different decision plan.
♣ Prominent Environmental Stimuli
-May cause the consumer to:
◘ be interrupted in an ongoing problem-
solving processes
◘ activate new knowledge and goals
from memory
♣ Affective State
-May cause the consumer to:
◘ activate new goal and start new problem-
solving process
◘ terminate an ongoing problem-
solving processes
♣ Conflicts
→ Goal Conflicts – occurs when consumers
recognize the presence of incompatible
goals
Types of Goal Conflicts
◘ Approach-approach Conflict
◘Avoidance-avoidance Conflict
◘Approach-avoidance Conflict
◘ Approach-approach Conflict
- two different products leads to a
desirable goals but neither product can
satisfy both goals
◘ Avoidance-avoidance Conflict
- two alternatives with different negative
consequences
ALLERGIC
REACTION
◘ Approach-avoidance Conflict
- consumer consider both positive and
negative consequences of a purchase
action
Effects of Interrupts
♠ May activate knowledge structures that
suggest new decision criteria
♠May activate a choice heuristic
♠May block the current problem solving-
process