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1、 Pre PurchaseEvaluation Overview HigheffortevaluationprocessLoweffortevaluationprocessContextualeffectanddecisionmaking MakingChoices Allbrandsinproductclass Unknownbrands Knownbrands Brandsfoundaccidentally Brandsfoundthroughsearch Brandsrecalledfrommemory Unrecalledbrands Ineptset unacceptable Ine
2、rtset indifference Considerationset Choice JUDGMENTANDDECISIONMAKING HighEffortEvaluationProcess CompensatoryBrandProcessingModels MultiattributeModels orweightedadditiverule Evaluationsofbrandsasgoodorbadbasedoninformationretrievedfrommemoryorgeneratedthroughexternalsearch Importanceweightsbasedonn
3、eeds values goals problemrecognition ScoreforSamsungScoreforEpson30 4 12030 5 15025 4 10025 3 7510 2 2010 5 5005 4 2005 1 0510 3 3010 3 3020 5 10020 3 60 390370 CompensatoryAttributeProcessingModels AdditiveDifferenceModelBrandsComparedbyAttribute TwoataTimeDifferencesAddedUpasDecisionMakerProceedsb
4、yAttribute e g EpsonCanonDiffPrice532Weight34 1Processor550BatteryLife13 2AfterSaleSupport330DisplayQuality330 TOTAL 1 Canonismarginallybetter NoncompensatoryBrandProcessingModels ConjunctiveModels WeightonNegativeInfo MinimumCutoffsSetforEachAttribute RejectifBelowCutoff NeedAdditionalRuletoRuleOut
5、RemainingAlternatives IfMoreThanOne DisjunctiveModel WeightonPositiveInfo AcceptableLevelsforAttributesDecided RejectifBelowCutoff DecisionBasedonSeveral butNotAll ImportantAttributes NoncompensatoryAttributeProcessingModels LexicographicModelAttributesorderedbyimportanceIfonealternativedominatesont
6、hatattribute itischosen otherwise proceedtonextmostimportantattributeIwanttogetthebrandthatdoesbestontheattribute s mostimportanttome EliminationbyAspects EBA Attributesorderedbyimportance alternativesacceptableonfirstattributeproceedtoevaluationonfurtherattributesIwilleliminateanybrandsthathaveaval
7、ueof3orbelow beginningwiththemostimportantattribute RealityofConsumerDecisionMaking Consumersmayusemultipledecision makingstrategiesEmotionsandimageryoftenaccompanyrational cognitiveanalysis LowEffortEvaluationProcess Consumerstendtoemployverysimpleheuristicsorchoicetacticsinmakingdecisionswhenmotiv
8、ationandabilityarelow e g decisionisoflimitedimportanceFewproductdifferencesperceivedDistractionsortimeconstraints Definition Heuristic Asimplifieddecisionrulefrequentlyemployedbyconsumerstomakeasatisfactorydecisionoflimitedimportance Inaheuristic someavailableinformationisnotprocessed SomeCommonHeu
9、ristics Representativeness ComparisontoknownalternativesAvailability Moreaccessibleorvividimpressionsaremoreimpactful ChoiceHeuristics Performance relatedtacticsHabittactics Choosetheproductthatyouthinkworksbest thatprovidesthebestlevelofperformance Selecttheoneyoutypicallybuyaslongasitissatisfactor
10、y Ifchoosingamongfamiliarproducts ChoiceHeuristics VarietyseekingtacticsNormativetacticsPrice tactics Choosesomethingdifferent Livealittle Choosetheoneothersrecommend Buytheleastexpensive orthemostexpensive dependingonyourbeliefsaboutrelationshipbetweenpriceandquality Ifchoosingamongunfamiliarproduc
11、ts TypeofLow EffortEvaluationProcess BrandLoyaltyvs Habit Habit consumerpicksproductwithoutmuchthought maybeduetoconvenienceLoyalty consumeractivelyseeksoutproduct Loyalty MultibrandloyaltyHowstrong orthelackofit VarietySeekingandImpulseBuying ImpulseBuyingUnplanned spur of the momentactiontriggered
12、byin storedisplayorpromotionVarietySeekingBrandshiftsbecauseboredwithcurrentbrandorbecauseofspecialofferconsumersmaystillsatisfiedwiththeirexistingbrands ContextualEffectandDecisionMaking Decision makingcontextmayinfluencethedecision evaluationprocessContextfactorsinclude taskcharacteristicsdecision
13、framing HowTaskCharacteristicsCanAffectDecisionMaking TheConsiderationSetAttractionEffectExtremenessAversionAvailabilityofInformationInformationOverload HowDecisionFramingCanAffectDecisionMaking Considerthefollowingtwochoiceconditions Condition1 couponA buyajarofspaghettisaucefor 1 89andgetacanofsoupFREE a49 centvalue couponB receivea25centsoffalargejarofspaghettisauce HowDecisionFramingCanAffectDecisionMaking Condition2 couponA buyajarofspaghettisauceandgetacanofsoupandget49centoffthetotalcouponB receivea25centsoffalargejarofspaghettisauce
