Chapter 14

emotion research:

- Marketers are increasingly conducting research on the role of emotions in problem recognition and resolution. Common approaches are surveys, focus group research and personal interviews that examine the emotions associate with certain problems. Critical in helping marketers anticipate consumer reaction to problems and train customer service personnel to respond appropriately.

Nominal decision making:

- habitual in effect involves no decision per se. Examples include brand loyal purchases and habitual purchases. occur when there is very low involvement with the purchase. (always buying cambells soup)

inactive problems:

- one where the consumer is unaware -require the marketer to convince the consumers that they have the problem and the marketers brand is superior solution to the problem.

Problem analysis:

- starts with a problem and asks respondents to indicate what activitites, products, or brands are associated with these problems.

Human factors research:

-attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound. Observational techniques such as slow-motion and time-lapse photography, video recording, and event recorders are particularly useful methods. This type of research can sometimes identify functional problems that consumers are unaware of.

Generic problem recognition

-discrepancy that a variety of brands within a product category can reduce. Firm will attempt to influence when the problem is of low importance and one of the following conditions exisit : firm has high percentage of the mkt, it is early in the product life cycle

selective problem recognition:

-involves a discrepancy that only one brand can solve. Firms attempt to cause selective prob. Recognition to gain or maintain mkt share, whereas increasing generic problem recognition generally results in an expansion of the total mkt.

Limited decision making:

-involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation. Middle ground between nominal and extended decision making. Involves recognizing a problem for which there are several possible solutions. (only buying the cheapest)

Extended decision making:

-involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation. It is a response to the high level of purchase involvement. During postpurchase evaluation, doubts are likely and a thorough evaluation takes place. (picking out a wedding ring)

Active Problems:

-one the consumer is aware of or will become aware of in the normal course of events. -Require the marketer only to convince the consumers that its brand is the superior solution