消费者行为学 第2版 英文ppt ch09tc.pptVIP

Slide 1 Chapter 9The Consumer Decision Making Process © 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—Define the four primary types of consumer decisions. Objective 2—Describe the traditional model of consumer decision making. Objective 3—Explain the differences among consumers’ want, needs, and opportunities. Objective 4—Understand the nature of information search. Objective 5—Discuss the importance of consumer uncertainty in decision making. Objective 6—Provide examples of how marketers manage consumer satisfaction. © 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 TYPES OF DECISIONS Based on Effort Routine Choice—carried out automatically, with little conscious effort. Intermediate Problem Solving—limited information search and deliberation. Extensive Problem Solving—requires deliberate and systematic effort. © 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 TYPES OF DECISIONS Based on Processing Effort and Involvement Processing effort—a continuum from automatic to systematic processing. Involvement—a continuum from low to high personal relevance. © 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 TYPES OF DECISIONS © 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 6 TYPES OF DECISIONS 1. Brand Laziness—a natural inertia toward a brand based on familiarity and convenience. 2. Brand Loyalty