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CDP Stage 1: Need Recognition Definition: the perception of a difference between the desired state and the actual state The Desired State: Where We Want to Be The Actual State: Where We Are Now Desired States, Actual States, Problems and Solutions Desired State Simple expectation Aspirations Cultural basis Changes in life (e.g., promotion, birth of child) ??changes in expectations The Actual State Simple Physical Functions Depletion and wear-out Product malfunctions Ailments External stimuli Advertising and reminders Comparison to others; peer pressure CDP Stage 2: Search What Kind of Information Is Retrieved from Internal Search? Recall of Brands Consideration or Evoked Set Recall of Attributes Accessibility Diagnostic Information Salient Attributes Attribute Determinance Recall of Evaluations On-Line Processing Recall of Experiences Two Types of External Search Pre-purchase Search activated by an upcoming purchase decision motive: to make better consumption choices Ongoing Search information acquisition takes place on a relatively regular basis motives: to develop a knowledge base for future decision to experience fun and pleasure Sources of Information Marketer Dominated Retailer search Media search Non-Marketer Dominated Interpersonal search Independent search Experiential search Contents of External Search Brand name Price Other attributes (product specific) Bias *Chapter 2 * The Consumer Decision Process I: Need Recognition and Search Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition Copyright? 2001 by Harcourt, Inc. All rights reserved. Overview Consumer Decision Process (CDP) Overview CDP Stage 1: Need Recognition CDP Stage 2: Information Search Consumer Decision Process Model Purchase Need Recognition Search for Information Consumption Post-consumption Evaluation Divestment Pre-purchase Evaluation of Alternatives Pre-purchase Evaluation of Alternatives Search Stimuli Internal Search MEMORY In