IndividualDecisionMaking-PortlandStateUniversity：个人决策-波特兰州立大学.pptVIP

Consumer Decision Making Consumer Decision Making Process Problem Recognition Gap between Ideal and Actual states Strategic Implications Influence of marketers Discover consumer problems Respond Create awareness of “problems” Influence desired state Influence actual state Information Search Types of Search Prepurchase - an explicit search for information Ongoing Search - browsing used by consumers for up-to-date information Information Sources Internal Search - memory scan to assemble information. External Search - information obtained from ads, friends, experts etc. Information Search Do consumers always search rationally? Costs and benefits What do consumers search for? How much do consumers search? Market characteristics/type of product Perceived risk Individual characteristics Prior Knowledge Locus of control Confidence Marketing implications of understanding search behavior Integrate critical role of the Internet Types of strategies Maintenance Disrupt Capture Intercept Preference Acceptance Types of Perceived Risk Performance risk Psychological risk Social risk Financial risk Physiological risk Alternatives Evaluation of Alternatives Rational consumers Bounded rationality Affective choice Attribute-based vs. attitude-based choice Evaluation of Alternatives Setting Evaluative Criteria Determinant attributes Which criteria are relevant or used Relative importance of these criteria Evaluating alternatives against these criteria using some decision rule Performance of the alternatives on the above criteria Evaluation process Often a Phased Decision Strategy Alternative elimination stage Alternative selection stage Decision Rules Decision Heuristics Rule-of-thumbs or short cuts Affective choice Decision Rules Compensatory Rules Simple additive All criteria (features) are considered All criteria are given equal importance Weighted additive All criteria (features) are considered criteria are given differential weights according to import