消费基础及行为 12

ConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter9DecisionMakingCopyright©2017,2015,2013PearsonEducation,Inc.

AllRightsReserved.LearningObjectives(1of3)9.1Thethreecategoriesofconsumerdecision-makingarecognitive,habitual,andaffective.9.2Acognitivepurchasedecisionistheoutcomeofaseriesofstagesthatresultsintheselectionofoneproductovercompetingoptions.

9.3Thewayinformationaboutaproductchoiceisframedcanprimeadecisionevenwhentheconsumerisunawareofthisinfluence.9.4Weoftenfallbackonwell-learned“rules-of-thumb”tomakedecisions.Learning

Objectives(2of3)9.5Marketersoftenneedtounderstandconsumers’behaviorratherthanaconsumer’sbehavior.9.6Thedecision-makingprocessdifferswhenpeoplechoosewhattobuyonbehalfofanorganizationratherthanforpersonaluse.9.7Membersofafamilyunitplaydifferentrolesandhavedifferentamountsofinfluencewhenthefamilymakespurchasedecisions.LearningObjective9.1Thethreecategoriesofconsumerdecision-makingarecognitive,habitual,andaffective.Figure9.1ThreeTypesofDecision-MakingFigure9.2StagesinConsumerDecisionMakingProblem?ConsumerhyperchoiceConstructiveprocessingMentalbudgetSelf-RegulationImplementationintentionsCounteractiveconstrualFeedbackloopMorningMoralityEffectExecutivecontrolcenterForReflection(1of6)Provideanexamplewhenthefeedbackloopwasusedonyou.LearningObjective9.2Acognitivepurchasedecisionistheoutcomeofaseriesofstagesthatresultsintheselectionofoneproductovercompetingoptions.StepsintheDecision-MakingProcessProblemrecognitionInformationsearchEvaluationofalternativesProductchoiceConsumerDecisionMakingFigure9.2StagesinConsumerDecisionMakingStage1:ProblemRecognitionOccurswhenconsumerseesdifferencebetweencurrentstateandidealstateNeedrecognition:ActualstatedeclinesOpportunityrecognition:IdealstatemovesupwardStage2:InformationSearchTheprocessbywhichwesurveytheenvironmentforappropriatedatatomakeareasonabledecision.PrepurchaseorongoingsearchInternalorexternalsearchOnlinesearchandcybermediariesFigure9.3ProblemRecognitionFigure9.3ProblemRecognition:ShiftsinActualorIdealStatesDoesFigure9.4AmountofInformationSearchandProductKnowledgeFigure9.4TheRelationshipBetweenAmountofInformationSearchandProductKnowledgeStep3:AlternativesEvokedSetConsiderationSetForReflection(2of6)Isitaproblemthatconsumershavetoomanychoices?Woulditbebettertohavelesschoices?Howdoesitaffectconsumerdecision-making?LearningObjective9.3Thewayinformationaboutaproductchoiceisframedcanprimeadecisionevenwhentheconsumerisunawareofthisinfluence.ProductChoiceStep4:ProductchoiceFeaturecreepStep5:PostpurchaseevaluationNeuromarketingOnlineDecisionMakingCybermediaryIntelligentagentsSearchenginesSearchengineoptimizationLongtailStrategicImplementationofProductCategoriesPositionaproductIdentifycompetitorsCreateanexemplarproductLocateproductsinastoreFigure9.5LevelsofCategorizationEvaluativeCriteriaTable9.1HypotheticalAlternativesforaTVSetBrandRatingsBlankBlankBlankBlankAttributeImportanceRankingPrimeWavePrecisionKamashita

Sizeofscreen

1Excellent

Excellent

Excellent

Stereobroadcast

capability

2Poor

Excellent

Good

Brandreputation

3Excellent

ExcellentPoor

Onscreen

programming

4Excellent

Poor

Poor

Cable-ready

capability

5Good

Good

Good

Sleeptimer6ExcellentPoorGoodCompensatoryRuleSimpleadditiveruleleadstotheoptionwiththelargestnumberofpositiveattributesWeightedadditiveruleallowsconsumertotakeintoaccounttherelativeimportancebyweighting.NoncompensatoryDecisionRulesLexicographicrule:consumersselectthebrandthatisthebestonthemostimportantattributeElimination-by-aspectsrule:musthaveaspecificfeaturetobechosenConjunctiverule:entailsprocessingbybrandForReflection(3of6)Thinkofsomeofthecommoncountryoforigineffects(e.g.,watches,wine).Whichonesaffectyourconsumerchoices?Whatcouldbrandsfromothercountriesdotocompetesucheffects?LearningObjective9.4Weoftenrelyonrules-of-thumbtomakeroutinedecisions.BiasesinDecision-MakingProcessMentalaccounting:framingaproblemintermsofgains/lossesinfluencesourdecisionsSunk-costfallacy:WearereluctanttowastesomethingwehavepaidforLossaversion:WeemphasizelossesmorethangainsProspecttheory:riskdifferswhenwefacegainsversuslossesHeuristicsCovariationCountryofOriginFamiliarBrandNamesHigherPricesForReflection(4of6)Whenhaveyoumadeahighinvolvementdecisiononthebasisofaffect?Wereyouinamaximizingmodeorsatisficingmode?LearningObjective9.5Marketersoftenneedtounderstandconsumers’behaviorratherthanaconsumer’sbehavior.RolesInCollectiveDecisionMakingInitiatorGatekeeperInfluencerBuyerUserLearningObjective9.6Thedecision-makingprocessdifferswhenpeoplechoosewhattobuyonbehalfofanorganizationratherthanforpersonaluse.OrganizationalDecisionMakingOrganizationalbuyers:purchasegoodsandservicesonbehalfofcompaniesforuseintheprocessofmanufacturing,distribution,orresale.Business-to-business(B2B)marketers:specializeinmeetingneedsoforganizationssuchascorporations,governmentagencies,hospitals,andretailers.ComparedtoConsumerDecisionMaking,OrganizationalDecisionMaking…InvolvesmanypeopleRequiresprecise,technicalspecificationsIsbasedonpastexperienceandcarefulweighingofalternativesMayrequireriskydecisionsInvolvessubstantialdollarvolumePlacesmoreemphasisonpersonalsellingWhatInfluencesOrganizationalBuyers?Thebuyclasstheoryofpurchasingdividesorganizationalbuyingdecisionsinto3types:LevelofinformationrequiredSeriousnessofdecisionFamiliaritywithpurchaseBuyingDecisionsBuyclasstheory:organizationalbuyingdecisionsdividedintothreetypes,rangingfrommosttoleastcomplex.Table9.3TypesofOrganizationalBuyingDecisionsBuyingSituationExtentofEffortRiskBuyer’sInvolvementStraightrebuy

Habitualdecision-making

Low

Automaticreorder

ModifiedrebuyLimitedproblemsolving

Lowtomoderate

Oneorafew

Newtask

Extensiveproblemsolving

High

Many

Source:AdaptedfromPatrickJ.Robinson,CharlesW.Faris,andYoramWind,IndustrialBuyingandCreativeMarketing(Boston:Allyn&Bacon,1967).B2Be-commercePredictionmarketCrowdsourcingWisdomofcrowdsForReflection(5of6)Assumethatyouareasalesrepresentativeforalargecompanythatmarketslaptopcomputers.Listallthepeoplethatmaybeinvolvedinmakingthedecisiontopurchasefromyou.Trytomatchallthepeopletotheirpossibledecisionrolesasoutlinedonthepreviousslide.LearningObjective9.7Membersofafamilyunitplaydifferentrolesandhavedifferentamountsofinfluencewhenthefamilymakespurchasedecisions.HouseholdDecisionsConsensualPurchaseDecisionsAccommodativePurchaseDecisionsResolvingDecisionConflictsinFamiliesInterpersonalneedProductinvolvementandutilityResponsibilityPowerWhoMakesKeyDecisionsintheFamily?Autonomicdecision:onefamilymemberchoosesaproductSyncreticdecision:involvebothpartnersUsedforcars,vacations,homes,appliances,furniture,homeelectronics,interiordesign,phoneserviceAseducationincreases,sodoessyncreticdecisionmakingSocialShoppingTable9.3TypesofOrganizationalBuyingDecisionsSocialShoppingWebSiteCategories

BlankBlankBlankBlankBlankBlankVirtual

WishLists/

Scrapbooking

TryitOnSites

andapps

Pre-purchase

Feedback

Competitions

Social

Shopping

advocacy

Group

purchasing

Sites

Linkingand

networking

‘SignOn’

Supply

Gotryiton

ASOS

ASOS

Klout

LivingSocial

Facebook

Connect

Polyvore

Fashionism

Facebook

BlankTheFancy

Groupon

Modcloth

Pinterest

Justboughtit

Twitter

BlankSneakpeeq

BuyWithMe

Wanelo

vi.sualize.us

BlankMotilo

BlankFab

BlankBlankMydeco

BlankDailygrommet

BlankBlankBlankBlankSource:AdaptedfromRachelAshman,MichaelR.SolomonandJuliaWolny,“AnOldModelforaNewAge:ApplyingtheEKBinToday’sParticipatoryCulture,”JournalofCustomerBehaviour,2015,14(2):127–146.ForReflection(6of6)Whatexposurehaveyouha