B2C

Process

Problem
Recognition
Search
and evaluation
Decision
and purchase
Consumption
and evaluation
Future decision
processes

Pre-purchase
Processes

Purchase
Processes

Post-purchase
Processes

The Continuum of Decision

Making Complexity

Extensive
Extensive

Limited
Limited

Routine
Routine

Extensive
Extensive

Limited
Limited

Routine
Routine

High consumer
involvement

Low consumer
involvement

High perceived
risk

Low perceived
risk

Less experience
with product category

More experience
with product category

Infrequently
purchased

Frequently
purchased

More time and

cognitive resources

Less time and

cognitive resources

PrePurchase
Processes
Problem
recognition
and
information
search

Problem
Recognition
Search
and evaluation

Pre-purchase
Processes

Problem Recognition
Actual
State

Ideal
State

Internal Search
searching
for
informati
on from
memory

Factors Impacting the Recall

of Brand Information

Goals and usage situations

Prototypicality
Brand familiarity
Brand preference
Retrieval cues

Factors Impacting the Recall

of Brand Attributes

Accessibility or availability
Diagnosticity of attributes
Salience
Vividness
Goals

Combating Confirmation
Bias
Comparative Advertising

Decreasing Inhibition
Various Product Attributes
Indulgence factor
vs.
Health factor

Inducing Moods
Visual Images and Humor

External Search
searching
searchingfor
forinformation
informationfrom
from
the
theenvironment
environment
Pre-purchase
Pre-purchase
Search
Search

Ongoing
Ongoing
Search
Search

Prepurchase Search
Involvement in the purchase

Determinants

Motives

Involvement with product

Market environment

Market environment

Situational factors

Situational factors

To make better purchase

Build a bank of
information for future use
Experience fun and
pleasure

decisions
Increased product and
market knowledge

Outcomes

Ongoing Search

Better purchase decisions

Increased satisfaction
with purchase outcome

Increased product and market

knowledge leading to
future buying efficiencies
personal influence
Increased impulse buying
Increased satisfaction from
search, and other outcomes

Believability of Sources