Chapter 7: Problem Recognition and Information Search

Problem Recognition

Every one of us has an ideal state: the way we want things to be or the way that consumers (us) would like a situation to be. Then we have our actual state: our current state and the way things actually are. When we look at advertisements, we tend to imagine ourselves in that lifestyle with that product we have always wanted or with the product that makes it seem like our life would be easier if we had it. Us recognizing this difference between our ideal and actual state is problem recognition. Problem recognition is the perceived difference between these two states, and what makes us realize this difference is big commercial brands. 


Nike is one of these brands that position their advertisements to portray an ideal lifestyle. They may show advertisements of women and men looking strong and powerful while showing off their toned muscles in various Nike clothing. Images like the one above are motivating to people and portray an ideal state that many people would like to reach. Advertisements like these can make you reflect on your own lifestyle and if you want to improve it in any way, you just might consider purchasing Nike to help.

Internal Search

After stimulation of problem recognition has been initiated, the next step to follow is decision making. What steps will a consumer take next to solve their problem? Typically, consumers will naturally do an internal search, which is the process of recalling stored information from memory. As we discussed in Chapter 4: Memory and Knowledge, the iconic Nike Swoosh is very recognizable so it is not a surprise to learn that many consumers think of Nike when searching the market for new workout gear. Nike has tailored its logo and slogan, "Just Do It" to be recalled so easily that it markets itself, so Nike coming up in an internal search is bound to happen. 

There are four main types of information that can be retrieved during the internal search phase, (1) recalling a brand is one of them. Research suggests that brands that are recalled are more likely to be chosen, though it does not guarantee that it is a consumer's consideration because they can then reject undesirable alternatives. 

The other types of information include (2) recall of attributes, (3) recall of evaluations and (4) recall of experiences. Recall of attributes is a simplified or general idea of some information or it can be a salient attribute, which is an attribute that is "top of mind" or more important. Recall of evaluations is an easier way to remember some information. It is put away in your mind in a more general sense. For example, you either really loved or really disliked an item, and that is how you will remember the item from now on. So when this particular item is brought up, you immediately remember your evaluation of it, whether you disliked it or not. Last is the recall of experiences, which is exactly how it sounds. In this type of recall, the experience is made up of feelings, memories, and images that may come to mind when doing an internal search. 

Though there are many types of ways information can be recalled, consumers tend to recall information that reinforces their overall beliefs. We are more likely to remember ideas and experiences that support what we believe in already and also remember information that is relatively positive. On the other hand, we will recall negative information about a brand we dislike or have rejected before. There are many pros and cons to internally recalling information, but it is up to the brand to positively reinforce their positive message onto us. Nike so far has done a great job of having consumers recall the brand and attributes that reflect the brand's message. 



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