台大消费者行为cb 02.pptVIP

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2001/3/6 Chapter 2 1 The Consumer Decision Process I: Need Recognition and Search Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition Copyright? 2001 by Harcourt, Inc. All rights reserved. 2001/3/6 Chapter 2 2 Overview Consumer Decision Process (CDP) Overview CDP Stage 1: Need Recognition CDP Stage 2: Information Search 2001/3/6 Chapter 2 3 Consumer Decision Process Model Purchase Need Recognition Search for Information Consumption Post-consumption Evaluation Divestment Pre-purchase Evaluation of Alternatives 2001/3/6 Chapter 2 4 Pre-purchase Evaluation of Alternatives Search Stimuli Internal Search MEMORY Individual Differences Environ- mental Influences Purchase Consumption Post-consumption Evaluation Divestment Need Recognition External Search Attention Compre-hension Acceptance Retention Exposure Satisfaction Dissatisfaction CDP Model CDP Model 2001/3/6 Chapter 2 5 Consumer Decision Process Continuum Midrange Problem Solving Limited Problem Solving (LPS) Extended Problem Solving (EPS) High Low Degree of Complexity 2001/3/6 Chapter 2 6 Types of Decision Processes: Initial Purchase Extended Problem Solving (EPS): Often occurs with expensive items or can be fueled by doubts and fears Importance in making the “right decision”All seven consumer decision making stages are often activated Dissatisfaction is often vocal 2001/3/6 Chapter 2 7 Types of Decision Processes: Initial Purchase Limited Problem Solving (LPS): Consumers don’t have motivation, time, or resources to engage in EPS Little search and evaluation before purchase More common among low involvement or lower price items Often accompanied by a feeling of indifference toward choice 2001/3/6 Chapter 2 8 Consumer Decision Process Continuum: Repeat Purchases Midrange Problem Solving Habitual Problem Solving Extended Problem Solving High Low Degree of Complexity Limited Problem Solving 2001/3/6 Chapter 2 9 Repeat Purchase Repeated Problem Solving Habitual Decision Mak

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