Consumer Behavior Wayne D. Hoyer 7th Edition

Chapter 7. Problem Recognition and Information Search

Questions for review and Discussion

1. How does a discrepancy between the ideal state and the actual state affect consumer behavior?

2. What factors affect the inclusion of brands in the consideration set, and why would a company want its brand in the consideration set?

3. How does confirmation bias operate in internal and external searches for information?

4. What five broad groups of sources can consumers consult during external search?

5. How do involvement, perceived risk, perceived costs and benefits, and the consideration set affect a consumer's motivation to conduct an external search?

6. When would a consumer be more likely to conduct an external search by brand rather than by attribute? Which search process would a marketer prefer consumers to useand why?