台大消费者行为pre-purchaseevalua

Pre-PurchaseEvaluation台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第1页!OverviewHigheffortevaluationprocessLoweffortevaluationprocessContextualeffectanddecisionmaking台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第2页!MakingChoicesAllbrandsinproductclassUnknownbrandsKnownbrandsBrandsfoundaccidentallyBrandsfoundthroughsearchBrandsrecalledfrommemoryUnrecalledbrandsIneptset(unacceptable)Inertset(indifference)ConsiderationsetChoiceJUDGMENTANDDECISIONMAKING台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第3页!

HighEffortEvaluationProcess台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第4页!EvaluativecriteriaEpsonCanonCompaqSamsungIBMToshibaImportancePrice53342130Weight34543425Processor55525510Batterylife13141505After-salesupport33435310Displayquality33353320*evaluations:1=verypoor;5=verygood,

Evaluationsofbrandsasgoodorbadbasedoninformationretrievedfrommemoryorgeneratedthroughexternalsearch.Importanceweightsbasedonneeds,values,goals,problemrecognitionScoreforSamsungScoreforEpson30*4=120 30*5=15025*4=100 25*3=7510*2=20 10*5=5005*4=20 05*1=0510*3=30 10*3=3020*5=100 20*3=60____ ____ 390 370

台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第5页!NonpensatoryBrandProcessingModelsConjunctiveModels(WeightonNegativeInfo)MinimumCutoffsSetforEachAttribute(RejectifBelowCutoff)NeedAdditionalRuletoRuleOutRemainingAlternatives(IfMoreThanOne)DisjunctiveModel(WeightonPositiveInfo)AcceptableLevelsforAttributesDecided(RejectifBelowCutoff)DecisionBasedonSeveral,butNotAll,ImportantAttributes台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第6页!RealityofConsumerDecisionMakingConsumersmayusemultipledecision-makingstrategiesEmotionsandimageryoftenacpanyrational,cognitiveanalysisALLALTERNATIVESNON-COMPENSATORYEVALUATIONCOMPENSATORYEVALUATIONSURVIVINGALTERNATIVES台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第7页!DefinitionHeuristic:Asimplifieddecisionrulefrequentlyemployedbyconsumerstomakeasatisfactorydecisionoflimitedimportance.Inaheuristic,someavailableinformationisnotprocessed.台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第8页!ChoiceHeuristics

Performance-relatedtactics

Habittactics

Choosetheproductthatyouthinkworksbest-thatprovidesthebestlevelofperformance.

Selecttheoneyoutypicallybuyaslongasitissatisfactory.Ifchoosingamongfamiliarproducts...ChoiceHeuristics

Varietyseekingtactics NormativetacticsPrice-tactics

Choosesomethingdifferent.Livealittle!

Choosetheoneothersremend.Buytheleastexpensive(orthemostexpensive,dependingonyourbeliefsaboutrelationshipbetweenpriceandquality).Ifchoosingamongunfamiliarproducts...TypeofLow-EffortEvaluationProcess

台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第9页!Loyalty...MultibrandloyaltyHowstrong?...orthelackofit台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第10页!ContextualEffectandDecisionMakingDecision-makingcontextmayinfluencethedecision/evaluationprocessContextfactorsinclude:taskcharacteristicsdecisionframing台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第11页!HowDecisionFramingCanAffectDecisionMakingConsiderthefollowingtwochoiceconditions:Condition1:couponA:buyajarofspaghettisaucefor$1.89andgetacanofsoupFREE(a49-centvalue)couponB:receivea25centsoffalargejarofspaghettisauce台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第12页!CompensatoryBrandProcessingModelsMultiattributeModels(orweightedadditiverule)台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第13页!CompensatoryAttribute

ProcessingModelsAdditiveDifferenceModelBrandsComparedbyAttribute,TwoataTimeDifferencesAddedUpasDecisionMakerProceedsbyAttribute;e.g.:

Epson CanonDiffPrice 5 32Weight 34-1Processor550BatteryLife13-2AfterSaleSupport330DisplayQuality330-----------------------------TOTAL-1

(Canonismarginally better)台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第14页!NonpensatoryAttribute

ProcessingModelsLexicographicModelAttributesorderedbyimportanceIfonealternativedominatesonthatattribute,itischosen;otherwise,proceedtonextmostimportantattributeIwanttogetthebrandthatdoesbestontheattribute(s)mostimportanttome.EliminationbyAspects(EBA)Attributesorderedbyimportance;alternativesacceptableonfirstattributeproceedtoevaluationonfurtherattributesIwilleliminateanybrandsthathaveavalueof3orbelow,beginningwiththemostimportantattribute.台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第15页!LowEffortEvaluationProcessConsumerstendtoemployverysimpleheuristicsorchoicetacticsinmakingdecisionswhenmotivationandabilityarelow,e.g.,decisionisoflimitedimportance FewproductdifferencesperceivedDistractionsortimeconstraints

台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第16页!SomeCommonHeuristicsRepresentativeness:ComparisontoknownalternativesAvailability:Moreaccessibleorvividimpressionsaremoreimpactful台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第17页!BrandLoyaltyvs.HabitHabit:consumerpicksproductwithoutmuchthought;maybeduetoconvenienceLoyalty:consumeractivelyseeksoutproduct台大消费者行为pre-purchaseevalua共21页，您现在浏览的是第18页!VarietySeekingandImpulseBuyingImpulseBuyingUnplanned,spur-of-the-momentactiontriggeredby