个人的决策(英文)课件.ppt

1、9-1 Copyright 1999 Prentice HallChapter 9IndividualDecision MakingCONSUMER BEHAVIORFourth EditionMichael R. Solomon9-2 Copyright 1999 Prentice HallStages in Consumer DecisionMakingProblem RecognitionInformation SearchEvaluation of AlternativesProduct ChoiceOutcomes9-3 Copyright 1999 Prentice HallPer

2、spectives on Decision Making Consumer researchers have approached decision makers from a .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.exploresdecisions m

3、ade under conditions of low involvement. Consumers may be highly involved in a decision, but still the decisions can not wholly be explained rationally.9-4 Copyright 1999 Prentice HallA Continuum of Buying DecisionBehaviorHabitual Decision MakingLimited ProblemSolvingExtensive ProblemSolvingLow-Cost

4、 ProductsFrequent PurchasingLow ConsumerInvolvementFamiliar Product Classand BrandsMore Expensive ProductsInfrequent PurchasingHigh Consumer InvolvementUnfamiliar Product Class and Brands Little Thought, Search, or Time Given to PurchaseExtensive Thought, Search, and Time Given to Purchase9-5 Copyri

5、ght 1999 Prentice HallProblem RecognitionOccurs Whenever the Consumer Sees a Significant Difference Between His or Her Current State and Some Desired or Ideal State.Consumers Ideal StateConsumers Actual StateOpportunity Recognition Occurs By: Exposure to Different or Better-Quality ProductsNeed Reco

6、gnitionOccurs By:Running Out of a ProductInadequate ProductCreating NewNeeds9-6 Copyright 1999 Prentice HallInformation Searchis the Process in Which the Consumer Surveys His or Her Environment for Appropriate Data to Make a Reasonable Decision. Prepurchase - an Explicit Search for Information.Ongoi

7、ng Search - Browsing Used by Veteran Shoppers for Up-to-Date Information. Deliberate Search is the Result of Directed Learning.Accidental Search is the Result of Incidental Learning.Internal Search - Memory Scan to Assemble Information.External Search - Information Obtained from Advertisements, Frie

8、nds, or People Watching.9-7 Copyright 1999 Prentice HallThe Economics of Information approach assumes that consumers will gather as much data as is needed to make an informed decision.Implies consumers will continue the search until the rewards of doing so (utility) exceed the costs. Consumers, howe

9、ver, do not always search rationally.Amount of external search for most products is surprisingly small, even when it would benefit the consumer. Exception: Symbolic products such as clothing.Consumers often as they seek variety in their product experiences.9-8 Copyright 1999 Prentice HallBiases in t

10、he Decision-MakingProcessLoss AversionPeople Place More Emphasis on Loss Than They Do Gain. Mental AccountingDecisions are Influenced by the Way the Problem is Posed (Framing)Sunk-Cost FallacyHaving Paid for Something MakesUs Reluctant to Waste It.9-9 Copyright 1999 Prentice HallHow Much Search Occu

11、rs?Purchase isImportantWomen ShopThan MenNeed to LearnMore AboutPurchaseConsumers AreYounger, Better-EducatedInformation isEasily ObtainedSearch Activity is Greater When: Value Style and Image9-10 Copyright 1999 Prentice HallThe Consumers Prior ExpertiseProduct knowledgeAmount of SearchSearch Tends

12、to Be Greatest Among Those Consumers Who Are Moderately Knowledgeable About the Product.9-11 Copyright 1999 Prentice HallTypes of Perceived RiskTypes of Risk Affecting SearchFunctionalSocialMonetaryPsychologicalPhysical9-12 Copyright 1999 Prentice HallEvaluation of AlternativesEvoked SetActivelyCons

13、ideredInert SetNot EnteringConsiderationInept SetAware of, ButWould Not BuyAllAlternativesRetrieval SetProminent Products inEnvironment9-13 Copyright 1999 Prentice HallHave Much More in Common, But a Number of Alternatives Exist.Levels of Product CategorizationDessertFattening DessertNonfatteningDes

14、sertIce CreamIncludes Abstract Concepts.PieCakeDiet IceFruitYogurtIncludes Individual Brands.9-14 Copyright 1999 Prentice HallStrategic Implications of Product CategorizationAre Different Products Substitutes?Consumers Expectations Regarding the Places to Locate a Desired Product.Conception of the P

15、roduct Relative to Other Products in the Consumers MindMost Known, Accepted Product or Brand9-15 Copyright 1999 Prentice HallProduct Choice:Selecting Among Alternativesare the dimensions used to judge the merits of competing options. The attributes actually used to differentiate among choices are .

16、Marketers can educate consumers about a new decision criterion if they communicate to buyers:There are significant differences among brands on the attribute.Supply the consumer with a decision-making rule.Should convey a rule that can be easily integrated with how the person has made this decision i

17、n the past.9-16 Copyright 1999 Prentice HallHeuristics CommonHeuristicsPrice/ QualityRelationshipBrandLoyaltyProductSignalCountryof OriginMarketBeliefsBrandNamesRetail Outlets are Mental Rules-of-Thumb That Lead to a Speedy Decision.9-17 Copyright 1999 Prentice HallChoosing Familiar Brand Names:Loya

18、lty or Habit? Many people buy the same brand every time due to , where a brand is bought out of habit merely because less effort is required.is a form of repeat purchasing behavior reflecting a conscious decision to continue buying the same brand.A brand-loyal customer is actively involved with the

19、product for either emotional or objective reasons. Marketers struggle with , which refers to consumers beliefs that there are no significant differences among brands.9-18 Copyright 1999 Prentice HallDecision RulesConsumers Consider Sets of Product Attributes by Using Different , Depending on the Complexity of the Decision and the Importance of the Decision to Them.LexicographicElimination-By-AspectsConjunctiveNoncompensatory Decision RulesCompensatory Decision RulesSimple AdditiveWeighted Additive