消费者选择过程与评价分析.pdfVIP

手册

手册作者：David

L.Mothersbaugh

(dmothers@)

IntegratedSolutions,LLC

(lindam82@.com)

(205)394‑4682

Instructor’sManual

Instructor’sManualby:

DavidL.Mothersbaugh

(dmothers@)

IntegratedSolutions,LLC

(lindam82@.com)

(205)394-4682

1消费者选择和选择过程的类型

1.1消费者选择过程的类型

2评价

2.1评价的性质2.2评价的测量2.2.1确定使用的评价2.2.2确定消费者对

特定品牌在具体评价上的判断2.2.3确定评价的相对重要性

3个人判断与评价

3.1个人判断的准确性3.2指标的使用3.3评价的相对重要性和影

响3.4评价、个人判断与策略

4基于属性的选择决策规则

4.1联结决策规则4.2析取决策规则4.3按属性

淘汰决策规则4.4字典序决策规则4.5补偿性

决策规则4.6决策规则总结

1CONSUMERCHOICEANDTYPESOFCHOICEPROCESS

1.1TypesofconsumerChoiceProcesses

2EVALUATIVECRITERIA

2.1NatureofEvaluativeCriteria

2.2MeasurementofEvaluativeCriteria

2.2.1DeterminationofWhichEvaluativeCriteriaAreUsed

2.2.2DeterminationofConsumers’JudgmentsofBrandPerformanceonSpecificEvaluative

Criteria

2.2.3DeterminationoftheRelativeImportanceofEvaluativeCriteria

3INDIVIDUALJUDGEMENTANDEVALUATIVECRITERIA

3.1AccuracyofIndividualJudgments

3.2UseofSurroeIndicators

3.3TheRelativeImportanceandInfluenceofEvaluativeCriteria

3.4EvaluativeCriteria,IndividualJudgments,andMarketingStrategy

4