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9-* ? Copyright 1999 Prentice Hall Chapter 9 Individual Decision Making CONSUMER BEHAVIOR Fourth Edition Michael R. Solomon Stages in Consumer DecisionMaking Problem Recognition Information Search Evaluation of Alternatives Product Choice Outcomes Perspectives on Decision Making Consumer researchers have approached decision makers from a Rational Perspective. People integrate information about a product, weigh pluses and minuses of each alternative, and arrive at a satisfactory decision. This approach does not describe all forms of decision making. Behavioral Influence Perspective explores decisions made under conditions of low involvement. Consumers may be highly involved in a decision, but still the decisions can not wholly be explained rationally. A Continuum of Buying DecisionBehavior Habitual Decision Making Limited Problem Solving Extensive Problem Solving Low-Cost Products Frequent Purchasing Low Consumer Involvement Familiar Product Class and Brands More Expensive Products Infrequent Purchasing High Consumer Involvement Unfamiliar Product Class and Brands Little Thought, Search, or Time Given to Purchase Extensive Thought, Search, and Time Given to Purchase Problem Recognition Problem Recognition Occurs Whenever the Consumer Sees a Significant Difference Between His or Her Current State and Some Desired or Ideal State. Consumer’s Ideal State Consumer’s Actual State Opportunity Recognition Occurs By: Exposure to Different or Better-Quality Products Need Recognition Occurs By: Running Out of a Product Inadequate Product Creating New Needs Information Search Information Search is the Process in Which the Consumer Surveys His or Her Environment for Appropriate Data to Make a Reasonable Decision. Types of Search Prepurchase - an Explicit Search for Information. Ongoing Search - Browsing Used by Veteran Shoppers for Up-to-Date Information. Information Searches Deliberate Search is the Result of Directed Learning. Accidental Search is