個人決策制訂

1、個人決策制訂IndividualDecision Making消費者決策制訂步驟Problem RecognitionInformation SearchEvaluation of AlternativesProduct ChoiceOutcomesOutlet Selection決策制訂觀點4理性觀點（高度涉入）4感性觀點（低度涉入）4消費者可能高度涉入某項決策，但是最後決定仍無法全以理性觀點詮釋。購買決策行為連續(xù)圖Habitual Decision MakingLimited ProblemSolvingExtensive ProblemSolvingLow-Cost ProductsFr

2、equent PurchasingLow ConsumerInvolvementFamiliar Product Classand BrandsMore Expensive ProductsInfrequent PurchasingHigh Consumer InvolvementUnfamiliar Product Class and Brands Little Thought, Search, or Time Given to PurchaseExtensive Thought, Search, and Time Given to Purchase問題確認當實際狀態(tài)與理想狀態(tài)發(fā)生重大差異時

3、資訊蒐集購買前 持續(xù) 刻意非刻意內(nèi)部搜尋外部搜尋How Much Search Occurs?Purchase isImportantWomen ShopThan MenNeed to LearnMore AboutPurchaseConsumers AreYounger, Better-EducatedInformation isEasily ObtainedSearch Activity is Greater When: Value Style and Image消費者產(chǎn)品知識對資訊蒐集之影響產(chǎn)品知識影響資訊蒐集之風險類別影響資訊蒐集之風險類別FunctionalSocialMonetar

4、yPsychologicalPhysical替代方案評估喚起子集-最可能考慮呆滯（無差異）子集-有可能考慮不當子集-不考慮察覺子集Basic Levels Have Much More in Common, But a Number of Alternatives Exist.產(chǎn)品分類階層DessertFattening DessertNonfatteningDessertIce CreamPieCakeDiet Ice CreamFruitYogurtSubordinate LevelsIncludes Individual Brands.Superordinate Levels產(chǎn)品分類之策

5、略性意涵Are Different Products Substitutes?Locating ProductsConsumers Expectations Regarding the Places to Locate a Desired Product.Conception of the Product Relative to Other Products in the Consumers MindMost Known, Accepted Product or BrandHeuristics（經(jīng)驗或?qū)崉?wù)法則） CommonHeuristicsPrice/QualityRelationship

6、BrandLoyaltyProductSignalCountryof OriginMarketBeliefsBrandNamesRetail OutletsHeuristics are Mental Rules-of-Thumb That Lead to a Speedy Decision.選擇熟悉品牌是一種忠誠度或習慣？4基於習慣 因為不用花費太多時間與力氣4基於品牌忠誠持續(xù)購買相同品牌的有意識決策因為情感或客觀的理由，品牌忠誠顧客積極地涉入產(chǎn)品相關(guān)資訊與相關(guān)活動。決策準則LexicographicElimination-By-AspectsConjunctiveNon-compensato

7、ry Decision RulesCompensatory Decision RulesSimple AdditiveWeighted AdditiveDisjunctiveHypothetical Alternatives for a TV Set非補償性決策準則4Conjunctive（綜合決策法則） 設(shè)定所有屬性之最低標準，符合者才做進一步考量4Disjunctive （選擇性決策考量） 針對重要屬性設(shè)立標準，符合者才做進一步考量4Elimination-by-Aspects（重要性依序刪除法） 先排定各屬性之重要性順序，再依次依據(jù)門檻一一刪除不符者。非補償性決策準則（續(xù)）4Lexicogra