{消费者行为分析}消费行为与广告心理ppt档案2.pptxVIP

n

n

n

n

.

n

n

n

n

n

B

.

n

nn

nn

Whethertoconsumeornot

n

n

whentoconsume

Howtoconsume

n

n

Modelsofferseveraladvantages:

n

n

n

2.

ProcessModel

3.

1.

消費者決策影響因素

n

nn

n

n

環境(外在)因素

n

n

資訊搜尋

n

需求覺察

n

n

nn

n

n

Need

Recognition

Internal

Search

Exposure

Attention

Memory

Comprehension

Acceptance

Retention

Stimuli

*Marketer

Dominate

*Other

Search

External

Search

TypesofDecisionProcesses

n

n

n

n

n

--inertia?

n

n

n

n

衝動性購買特徵

n突發、即時的欲望及緊急的行動。

1

影響解題程度之因

n

n

n

Needrecognitionleadsto

n“buyabrandthatIrecognize”

n“buythecheapestbrand”

--------POP/coupon

--------AD

n

nn

n

n

(一)無