7/21/2019 Cb Decision Making

http://slidepdf.com/reader/full/cb-decision-making-56da283c1c218 1/9

Nature of information search

• on-going / per-purchase

•Internal / external

• Active / passive

•Extended / limited

7/21/2019 Cb Decision Making

http://slidepdf.com/reader/full/cb-decision-making-56da283c1c218 2/9

Types of information sought

(1)Appropriate evaluation criterion

(2)Appropriate alternative solutions

(3)Appropriate performance levels of the product

7/21/2019 Cb Decision Making

http://slidepdf.com/reader/full/cb-decision-making-56da283c1c218 3/9

The evaluation criterion

um!er of such criterion

"elative #eight of each

$unctional or emotional

Two questions:

%o people !u& rationall&'

an I add a ne# dimension/ criterion'

7/21/2019 Cb Decision Making

http://slidepdf.com/reader/full/cb-decision-making-56da283c1c218 4/9

Appropriate alternatives

All Alternatives

Awareness set unawareness set

Choice set inept set inert set

Brand purchased not purchased

• ho# can I fit in and remain in the evo ed set of ma*orit& of m&target mar et' (+, " "E.AE" E.)

• an i graduate from inept or inert set to evo ed set !& 0 re-targeting repositioning ne# product development etc'

7/21/2019 Cb Decision Making

http://slidepdf.com/reader/full/cb-decision-making-56da283c1c218 5/9

Attributes of alternatives

ustomer choice progresses and screens information in an& of the follo#ing t#o patterns

hoice !& processing the !rands

hoice !& processing the attri!utes

Points to ponder • #ea existing !rands/ ne# !rands/ ne# categories should push to#ards rational attri!ute positioning

• strong !rands should eep on rene#ing the emotional !rand promise+o help !rand !ased processing

7/21/2019 Cb Decision Making

http://slidepdf.com/reader/full/cb-decision-making-56da283c1c218 6/9

The elements of information search

1 .ource of information

2 .earch strategies

3 %eterminants of the amount of search re4uired

7/21/2019 Cb Decision Making

http://slidepdf.com/reader/full/cb-decision-making-56da283c1c218 7/9

.ource of information

Internal external

Ac4uired ac4uired personal independent mar et other5s sources sources sourcessources

Activel& passivel&

6ast personal.earches experience

7/21/2019 Cb Decision Making

http://slidepdf.com/reader/full/cb-decision-making-56da283c1c218 8/9

Search strategies

•Extensive or limited

•.&stematic or heuristics

eterminants of the amount of information search:

• perceived ris•Involvement•$amiliarit& #ith !rand promoter outlet other !rands price points•Experience delight or de*ection•+ime pressure

•"elative !rand uncertaint&•$unctional vs expressive nature of product information processing mode vs affective choice mode•Information overload

7/21/2019 Cb Decision Making

http://slidepdf.com/reader/full/cb-decision-making-56da283c1c218 9/9

Position nominal limited e!tended"f the brand decision ma#ing decision ma#ing decision ma#ing

7rand in the AI +AI A6+8"E 6"E$E" EEvo ed set strateg& strateg& strateg&

7rand not in %I."86+ I +E" E6+ 78I9% A E6+A E+he evo ed set strateg& strateg& strateg&