台大消费者行为pre-purchase evaluation

Copyright©2001HoughtonMifflinCompany.Allrightsreserved.Pre-PurchaseEvaluationCopyright©2001HoughtonMifflinCompany.Allrightsreserved.OverviewHigheffortevaluationprocessLoweffortevaluationprocessContextualeffectanddecisionmakingCopyright©2001HoughtonMifflinCompany.Allrightsreserved.MakingChoicesAllbrandsinproductclassUnknownbrandsKnownbrandsBrandsfoundaccidentallyBrandsfoundthroughsearchBrandsrecalledfrommemoryUnrecalledbrandsIneptset(unacceptable)Inertset(indifference)ConsiderationsetChoiceJUDGMENTANDDECISIONMAKINGCopyright©2001HoughtonMifflinCompany.Allrightsreserved.HighEffortEvaluationProcessCopyright©2001HoughtonMifflinCompany.Allrightsreserved.CompensatoryBrandProcessingModelsMultiattributeModels(orweightedadditiverule)AbIAibiIIbiibiini()xAttitudetowardbrandBeliefstrengthassociatedwithattributeImportanceofattribute1Copyright©2001HoughtonMifflinCompany.Allrightsreserved.EvaluativecriteriaEpsonCanonCompaqSamsungIBMToshibaImportancePrice53342130Weight34543425Processor55525510Batterylife13141505After-salesupport33435310Displayquality33353320*evaluations:1=verypoor;5=verygood,•Evaluationsofbrandsasgoodorbadbasedoninformationretrievedfrommemoryorgeneratedthroughexternalsearch.•Importanceweightsbasedonneeds,values,goals,problemrecognitionScoreforSamsungScoreforEpson30*4=12030*5=15025*4=10025*3=7510*2=2010*5=5005*4=2005*1=0510*3=3010*3=3020*5=10020*3=60________390370Copyright©2001HoughtonMifflinCompany.Allrightsreserved.CompensatoryAttributeProcessingModelsAdditiveDifferenceModelBrandsComparedbyAttribute,TwoataTimeDifferencesAddedUpasDecisionMakerProceedsbyAttribute;e.g.:EpsonCanonDiffPrice532Weight34-1Processor550BatteryLife13-2AfterSaleSupport330DisplayQuality330-----------------------------TOTAL-1(Canonismarginallybetter)Copyright©2001HoughtonMifflinCompany.Allrightsreserved.NoncompensatoryBrandProcessingModelsConjunctiveModels(WeightonNegativeInfo)MinimumCutoffsSetforEachAttribute(RejectifBelowCutoff)NeedAdditionalRuletoRuleOutRemainingAlternatives(IfMoreThanOne)DisjunctiveModel(WeightonPositiveInfo)AcceptableLevelsforAttributesDecided(RejectifBelowCutoff)DecisionBasedonSeveral,butNotAll,ImportantAttributesCopyright©2001HoughtonMifflinCompany.Allrightsreserved.NoncompensatoryAttributeProcessingModelsLexicographicModelAttributesorderedbyimportanceIfonealternativedominatesonthatattribute,itischosen;otherwise,proceedtonextmostimportantattributeIwanttogetthebrandthatdoesbestontheattribute(s)mostimportanttome.EliminationbyAspects(EBA)Attributesorderedbyimportance;alternativesacceptableonfirstattributeproceedtoevaluationonfurtherattributesIwilleliminateanybrandsthathaveavalueof3orbelow,beginningwiththemostimportantattribute.Copyright©2001HoughtonMifflinCompany.Allrightsreserved.RealityofConsumerDecisionMakingConsumersmayusemultipledecision-makingstrategiesEmotionsandimageryoftenaccompanyrational,cognitiveanalysisALLALTERNATIVESNON-COMPENSATORYEVALUATIONCOMPENSATORYEVALUATIONSURVIVINGALTERNATIVESCopyright©2001HoughtonMifflinCompany.Allrightsreserved.LowEffortEvaluationProcessConsumerstendtoemployverysimpleheuristicsorchoicetacticsinmakingdecisionswhenmotivationandabilityarelow,e.g.,decisionisoflimitedimportanceFewproductdifferencesperceivedDistractionsortimeconstraintsCopyright©2001HoughtonMifflinCompany.Allrightsreserved.DefinitionHeuristic:Asimplifieddecisionrulefrequentlyemployedbyconsumerstomakeasatisfactorydecisionoflimitedimportance.Inaheuristic,someavailableinformationisnotprocessed.Copyright©2001HoughtonMifflinCompany.Allrightsreserved.SomeCommonHeuristicsRepresentativeness:ComparisontoknownalternativesAvailability:MoreaccessibleorvividimpressionsaremoreimpactfulCopyright©2001HoughtonMifflinCompany.Allrightsreserved.ChoiceHeuristics•Performance-relatedtactics•Habittactics•Choosetheproductthatyouthinkworksbest-thatprovidesthebestlevelofperformance.•Selecttheoneyoutypicallybuyaslongasitissatisfactory.Ifchoosingamongfamiliarproducts...ChoiceHeuristics•Varietyseekingtactics•Normativetactics•Price-tactics•Choosesomethingdifferent.Livealittle!•Choosetheoneothersrecommend.•Buytheleastexpensive(orthemostexpensive,dependingonyourbeliefsaboutrelationshipbetweenpriceandquality).Ifchoosingamongunfamiliarproducts...TypeofLow-EffortEvaluationProcessCopyright©2001HoughtonMifflinCompany.Allrightsreserved.BrandLoyaltyvs.HabitHabit:consumerpicksproductwithoutmuchthought;maybeduetoconvenienceLoyalty:consumeractivelyseeksoutproductCopyright©2001HoughtonMifflinCompany.Allrightsreserved.Loyalty...MultibrandloyaltyHowstrong?...orthelackofitCopyright©2001HoughtonMifflinCompany.Allrightsreserved.VarietySeekingandImpulseBuyingImpulseBuyingUnplanned,spur-of-the-momentactiontriggeredbyin-storedisplayorpromotionVarietySeekingBrandshiftsbecauseboredwithcurrentbrandorbecauseofspecialofferconsumersmaystillsatisfiedwiththeirexistingbrandsCopyright©2001HoughtonMifflinCompany.Allrightsreserved.ContextualEffectandDecisionMakingDecision-makingcontextmayinfluencethedecision/evaluationprocessContext