消费者行为学 第2版 英文ppt ch18tc.pptVIP

Slide 1 Chapter 18Biases in Managerial Decision Making © 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—Understand biases resulting from attention- and memory-related constraints. Objective 2—Understand biases relating to underprocessing. Objective 3—Understand biases resulting from overprocessing. © 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 BIASES FROM ATTENTION- AND MEMORY-RELATED CONSTRAINTS Like consumers, the attention spans of managers are limited. Managers acknowledge memory limitations. Managers are less eager to recognize limitations in judgment. © 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 SALIENCE AND VIVIDNESS EFFECTS Salient information—stands out from its context or background. Vivid information—stands out regardless of its context or background. Increase vividness with… Relevancy Concreteness Proximity Temporal (closeness in time) Spatial (closeness in space) Sensory (firsthand vs. secondhand) © 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 SALIENCE AND VIVIDNESS EFFECTS Salience Vividness © 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 CONTEXT EFFECTS Background factors often influence judgment even when they are irrelevant to the judgment task. Contrast Effect—A shift in judgment away from a contextual reference point. Assimilation Effect—A shift in judgment toward a c