个人的决策（英文）.pdf

9-1 CONSUMER BEHAVIOR FourthFourth EditionEdition MichaelMichael RR. SolomonSolomon ChChChChapterapter 9999 IndividualIndividual DecisionDecision MakingMaking Copyright 1999 Prentice Hall Stages in Consumer DecisionStages in Consumer Decision 9-2 MMMMaakikikikinngg Problem Recognition Information Search Evaluation of Alternatives ProductProduct ChoiceChoice OutcomesOutcomes Copyright 1999 Prentice Hall Perspectives on Decision MakingPerspectives on Decision Making 9-3 • Consumer researchers have approached ddeciisiion makkers ffrom a RRRRaatitititionaonallll PPPPerspecerspectitititiveve. – People integrate information about a product, weigh plusespluses andand minusesminuses ofof eacheach alternativealternative, andand arrivearrive atat a satisfactory decision. – ThisThis approachapproach doesdoes notnot describedescribe allall formsforms ofof decision making. •• BehavioralBehavioralBehavioralBehavioral InfluenceInfluenceInfluenceInfluence PerspectivePerspectivePerspectivePerspective exploresexplores decisions made under conditions of low involvement. • Consumers may be highly involved in a decision,, but still the decisions can not whollyy be explained rationally. Copyright 1999 Prentice Hall A Continuum of Buying DecisionA Continuum of Buying Decision 9-4 BBBBeehhhhavaviiiioror Habitual Decision Limited Problem Extensive Problem Making