Exam 7: Problem Recognition and Information Search

Relani.com is a new Internet search engine. The site focuses on displaying the most popular, frequently accessed sites worldwide first in any search, encouraging users to explore the most optimal options. In this case, Relani.com avoids:

Felicia cannot remember how many miles per gallon her car gets, but she does recall it has very good mileage. This is an example of recall of brands.

Which of the following statements is true of diagnostic information?

Marketers at Cephida Corp., an automobile manufacturer, advertise the company's new product, an SUV, with the tagline "A must-have car for parents." The ad highlights features that benefit parents. In this case, the marketers at Cephida Corp. stimulate consumer problem recognition by:

Discuss two ways by which marketers can stimulate consumers' problem recognition.

Fred watches an ad for a new car and immediately likes the car. This is an example of selective perception.

Ted has owned his car for five years and is happy with it. Explain how marketers can help put him in a state of problem recognition and motivate him to buy a new car.

Once a brand emerges as the leader early in the search process, subsequent information acquisition and evaluation are distorted in favor of that brand.

Frank realizes that he needs a new television. This is an example of his actual state.

Discuss the kind of information acquired in external search.

Online consumer reviews have a significant effect on sales of brands that enjoy strong brand equity.

_____ is the consumer's perception about what he or she knows relative to what others know.

In the context of internal search, explain how inhibition limits consumers' processing capacity.

Consumers will attempt to recall more information from memory when:

Jonathan has always been interested in computers. He consistently reads computer magazines, attends various seminars on computer technology, and follows developments in the field through the Internet. In this scenario, Jonathan is engaged in _____.

Explain the factors that increase our motivation to conduct an external search.

In external search, _____ is the most frequently accessed type of information because it is a central node around which other information can be organized in memory.​

Explain the two types of external search for information.

Consumers are highly motivated to conduct an external search when:

In the context of recalling attributes, which of the following statements is true of vivid information?