The process of making decisions

The process of making decisions

1. starts with

   • Problem recognition
     • is the perceived difference between
       • an actual state
       • an ideal state
     • leads to
       • Internal search
         • recalling stored info from memory
         • Search extent
           • the effort devoted depends on
             • consumer's MAO to process info
           • recall more info when
             • they feel involvement
             • perceive risk
             • cognition need is high
             • they have the opportunity
         • Search nature
           • Brands
             • Consideration or evoked set (top of mind brands)
               • 2 to 8 brands
             • Factors that increase brand recall
               • Prototypically
               • Brand familiarity
               • Goals and usage situations
               • Brand preference
               • Retrieval cues
           • Attributes
             • Influencer factors
               • Accessibility or availability
               • Diagnosticity
                 • helps distinguish
               • Salience
               • Atribute determinance
                 • both
               • Vividness
               • Goals
           • Evaluation
             • likes
             • dislikes
               • strong links
           • Experiences
             • from
               • Autobiographical memory
                 • specific images
                   • and the affect associated
         • The process of recalling info
           • Confirmation bias
             • tendency to recall info that confirms our overall beliefs
           • Mood
             • recall info that matches our mood
           • Inhibition
             • The recall of one attribute inhibiting the recall of another

2. when internal info isn't enough

   • Exernal search
     • types
       • Purchase search
         • when the problem is recognised
       • Ongoing search
     • key aspécts
       • Search extent
         • causal factors
           • Motivation to process info
             • factors that increase it
               • involvement and percieved risk
               • perceived costs and benefits
               • consideration set
               • relative brand uncertainty
               • attitudes toward search
               • discrepancy of info
           • Ability to process info
             • variables
               • consumer knowledge
                 • objective k.
                 • subjective k.
               • congnitive abilities
                 • consumers with higher ones
                   • acquire more info
                   • more complex processing
               • demographic factors
           • Opportunity to process info
             • situational factors
               • the amount of info
                 • more info
                   • more research
               • the info format
                 • easy or reduces effort
               • time available
               • number of items being chosen
       • Search content
         • brand name
         • price
         • aditional info
           • goals relevant
       • Search typologies
         • confirmation bias
       • Search process or order
         • orientation
         • evaluation
           • previous info is predominant
         • verification
         • searching by brand
           • collecting info brand by brand
         • searching by attribute
           • comparing brands on attributes, one at a time
       • Info Source
         • Media search
         • Interpersonal
         • Independent search
         • Retaier search
         • Experiential search
         • Internet
           • info overload
           • simulations
           • online community