消费者行为学 第2版 英文ppt ch10tc.pptVIP

Slide 1 Chapter 10Product Consideration, Evaluation, and Choice © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 2 CHAPTER OBJECTIVES Objective 1—Explain the stages of consumer choice. Objective 2—Describe several marketing techniques for influencing consumer’s consideration sets. Objective 3—Define stimulus-based, memory-based, and mixed choice. Objective 4—Explain the MODE model. Objective 5—Explain how many different heuristics or shortcuts are used to simplify prediction and choice. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 3 THE CONSIDERATION SET A group of brands that consumers think about when making a purchase. A consideration set is derived from… Evoked Set (memory) External Information Search Point-of-purchase © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 4 INFLUENCING THE CONSIDERATION SET The Attraction Effect—A target brand appears more attractive when it is compared to inferior brands. Competitor is better on Attribute 1 Target is better on Attribute 2 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 5 INFLUENCING THE CONSIDERATION SET The Compromise Effect—A target brand appears more attractive when it is viewed as a “good compromise.” Brand A is better on Attribute 1 Brand B is better on Attribute 2 Target is average on both attributes and seen as a “compromise.” © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Sl