Pre-Purchase uation（英文）.ppt

Pre PurchaseEvaluation Overview HigheffortevaluationprocessLoweffortevaluationprocessContextualeffectanddecisionmaking MakingChoices Allbrandsinproductclass Unknownbrands Knownbrands Brandsfoundaccidentally Brandsfoundthroughsearch Brandsrecalledfrommemory Unrecalledbrands Ineptset unacceptable Inertset indifference Considerationset Choice JUDGMENTANDDECISIONMAKING HighEffortEvaluationProcess CompensatoryBrandProcessingModels MultiattributeModels orweightedadditiverule Evaluationsofbrandsasgoodorbadbasedoninformationretrievedfrommemoryorgeneratedthroughexternalsearch Importanceweightsbasedonneeds values goals problemrecognition ScoreforSamsungScoreforEpson30 4 12030 5 15025 4 10025 3 7510 2 2010 5 5005 4 2005 1 0510 3 3010 3 3020 5 10020 3 60 390370 CompensatoryAttributeProcessingModels AdditiveDifferenceModelBrandsComparedbyAttribute TwoataTimeDifferencesAddedUpasDecisionMakerProceedsbyAttribute e g EpsonCanonDiffPrice532Weight34 1Processor550BatteryLife13 2AfterSaleSupport330DisplayQuality330 TOTAL 1 Canonismarginallybetter NoncompensatoryBrandProcessingModels ConjunctiveModels WeightonNegativeInfo MinimumCutoffsSetforEachAttribute RejectifBelowCutoff NeedAdditionalRuletoRuleOutRemainingAlternatives IfMoreThanOne DisjunctiveModel WeightonPositiveInfo AcceptableLevelsforAttributesDecided RejectifBelowCutoff DecisionBasedonSeveral butNotAll ImportantAttributes NoncompensatoryAttributeProcessingModels LexicographicModelAttributesorderedbyimportanceIfonealternativedominatesonthatattribute itischosen otherwise proceedtonextmostimportantattributeIwanttogetthebrandthatdoesbestontheattribute s mostimportanttome EliminationbyAspects EBA Attributesorderedbyimportance alternativesacceptableonfirstattributeproceedtoevaluationonfurtherattributesIwilleliminateanybrandsthathaveavalueof3orbelow beginningwiththemostimportantattribute RealityofConsumerDecisionMaking Consumersmayusemultipledecision makingstrategiesEmotionsandimageryoftenaccompanyrational cognitiveanalysis LowEffortEvaluationProcess Consumerstendtoemployverysimpleheuristicsorchoicetacticsinmakingdecisionswhenmotivationandabilityarelow e g decisionisoflimitedimportanceFewproductdifferencesperceivedDistractionsortimeconstraints Definition Heuristic Asimplifieddecisionrulefrequentlyemployedbyconsumerstomakeasatisfactorydecisionoflimitedimportance Inaheuristic someavailableinformationisnotprocessed SomeCommonHeuristics Representativeness ComparisontoknownalternativesAvailability Moreaccessibleorvividimpressionsaremoreimpactful ChoiceHeuristics Performance relatedtacticsHabittactics Choosetheproductthatyouthinkworksbest thatprovidesthebestlevelofperformance Selecttheoneyoutypicallybuyaslongasitissatisfactory Ifchoosingamongfamiliarproducts ChoiceHeuristics VarietyseekingtacticsNormativetacticsPrice tactics Choosesomethingdifferent Livealittle Choosetheoneothersrecommend Buytheleastexpensive orthemostexpensive dependingonyourbeliefsaboutrelationshipbetweenpriceandquality Ifchoosingamongunfamiliarproducts TypeofLow EffortEvaluationProcess BrandLoyaltyvs Habit Habit consumerpicksproductwithoutmuchthought maybeduetoconvenienceLoyalty consumeractivelyseeksoutproduct Loyalty MultibrandloyaltyHowstrong orthelackofit VarietySeekingandImpulseBuying ImpulseBuyingUnplanned spur of the momentactiontriggeredbyin storedisplayorpromotionVarietySeekingBrandshiftsbecauseboredwithcurrentbrandorbecauseofspecialofferconsumersmaystillsatisfiedwiththeirexistingbrands ContextualEffectandDecisionMaking Decision makingcontextmayinfluencethedecision evaluationprocessContextfactorsinclude taskcharacteristicsdecisionframing HowTaskCharacteristicsCanAffectDecisionMaking TheConsiderationSetAttractionEffectExtremenessAversionAvailabilityofInformationInformationOverload HowDecisionFramingCanAffectDecisionMaking Considerthefollowingtwochoiceconditions Condition1 couponA buyajarofspaghettisaucefor 1 89andgetacanofsoupFREE a49 centvalue couponB receivea25c