消费者行为学第13章
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Limited decision making involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation.有限型决
妮维雅男性护肤品要想 在市场获得成功， beiersdorf公司必须首 先唤起男性认识到他们 当前面部护理存在的问 题。一旦公司能够激起 问题认知，男性消费者 就会进入产品评价、购 买和试用阶段。
13.1消费者决策类型 Types of Consumer Decisions
Purchase involvement is the level of concern for, or interest in, the purchase process.购买介入程度是消费
入是某个人、某个家庭或购买单位的一种暂 时状态，受个人、产品、情境特征的相互作 用和影响。
Product involvement or enduring involvement is very different from purchase involvement.
A consumer may be very involved with a brand (e.g., Starbucks) or a product category, BUT…
2. Limited Decision Making有限型决策 3. Extended Decision Making扩展性决策
13.1.1名义型决策Nominal Decision Making
Nominal decision making, a.k.a., habitual decision making, in effect involves no decision per se. 名义型决策，有时也称习惯
者因为某一特定购买需要而产生的对决策过 程关心或感兴趣的程度。
Triggered by need to consider a particular purchase.
A temporary state influenced by the interaction of individual, product, and situational characteristics.购买介
have low purchase involvement due to brand loyalty, time pressures, etc.
Types of Decision Making
1. Nominal Decision Making名义型决策
• • Brand Loyal Purchases品牌忠诚度型购买 Repeat Purchases习惯性购买
现在，98%的美国男性在使用 香皂洗脸，而香皂可能会使他 们的干性皮肤更加干燥。 对beiersdorf来说，目前是一 个大好时机，美国的男性化妆 品市场已经具备了进入的条件。
职场激烈的竞争、男性和女性 之间不断变化的力量对比以及 年轻一代蓬勃发展的势头。各 年龄段的美国男性都认识到了 拥有好的外表不但能够改善个 人生活，还能给自己的职业发 展增添优势。
一旦形成了情感上的依赖（你喜欢这个牌子），你就成了 某牌的忠诚顾客，其他竞争者很难赢得你的青睐
2. Repeat Purchases习惯性购买 Low commitment to brand对品牌低承诺
你成了某品牌的重复购买者，但你并不忠诚于该品牌
13.1.2有限性决策Limited Decision Making
第十三章 消费者决策过程与问题认知 CHAPTER
13
CONSUMER DECISION PROCESS AND PROBLEM RECOGNITION
Consumer Behavior In The News…
One person’s problem is another person’s… Many people would pay to NOT have snow. Indeed snow REMOVAL is a major industry in colder climates. But would people pay to HAVE snow?
性购买决策，实际上就其本身而言并未涉及决策。
Nominal decisions occur when there is very low involvement with the purchase.名义型决策往往发
生在对购买的介入程度很低的情况下。
A completely nominal decision does not even include consideration of the “do not purchase” alternative.一个纯粹的名
义型决策甚至丝毫不考虑选择其他品牌 的可能性。
Consumer buys Campbell’s without considering other brands, its price, etc.
Leabharlann Baidu
Nominal decision can be broken into two categories:
1. Brand Loyal Purchases品牌忠诚型购买 High commitment to brand对品牌高承诺
Consumer Behavior In The News…
One person’s problem is another person’s… Would people pay to HAVE snow? Turns out – yes! People in warmer climates such as Texas, Arizona, Florida, Georgia. Often want snow for Christmas season but rarely get it naturally. So, they buy it!
妮维雅男性护肤品要想 在市场获得成功， beiersdorf公司必须首 先唤起男性认识到他们 当前面部护理存在的问 题。一旦公司能够激起 问题认知，男性消费者 就会进入产品评价、购 买和试用阶段。
13.1消费者决策类型 Types of Consumer Decisions
Purchase involvement is the level of concern for, or interest in, the purchase process.购买介入程度是消费
入是某个人、某个家庭或购买单位的一种暂 时状态，受个人、产品、情境特征的相互作 用和影响。
Product involvement or enduring involvement is very different from purchase involvement.
A consumer may be very involved with a brand (e.g., Starbucks) or a product category, BUT…
2. Limited Decision Making有限型决策 3. Extended Decision Making扩展性决策
13.1.1名义型决策Nominal Decision Making
Nominal decision making, a.k.a., habitual decision making, in effect involves no decision per se. 名义型决策，有时也称习惯
者因为某一特定购买需要而产生的对决策过 程关心或感兴趣的程度。
Triggered by need to consider a particular purchase.
A temporary state influenced by the interaction of individual, product, and situational characteristics.购买介
have low purchase involvement due to brand loyalty, time pressures, etc.
Types of Decision Making
1. Nominal Decision Making名义型决策
• • Brand Loyal Purchases品牌忠诚度型购买 Repeat Purchases习惯性购买
现在，98%的美国男性在使用 香皂洗脸，而香皂可能会使他 们的干性皮肤更加干燥。 对beiersdorf来说，目前是一 个大好时机，美国的男性化妆 品市场已经具备了进入的条件。
职场激烈的竞争、男性和女性 之间不断变化的力量对比以及 年轻一代蓬勃发展的势头。各 年龄段的美国男性都认识到了 拥有好的外表不但能够改善个 人生活，还能给自己的职业发 展增添优势。
一旦形成了情感上的依赖（你喜欢这个牌子），你就成了 某牌的忠诚顾客，其他竞争者很难赢得你的青睐
2. Repeat Purchases习惯性购买 Low commitment to brand对品牌低承诺
你成了某品牌的重复购买者，但你并不忠诚于该品牌
13.1.2有限性决策Limited Decision Making
第十三章 消费者决策过程与问题认知 CHAPTER
13
CONSUMER DECISION PROCESS AND PROBLEM RECOGNITION
Consumer Behavior In The News…
One person’s problem is another person’s… Many people would pay to NOT have snow. Indeed snow REMOVAL is a major industry in colder climates. But would people pay to HAVE snow?
性购买决策，实际上就其本身而言并未涉及决策。
Nominal decisions occur when there is very low involvement with the purchase.名义型决策往往发
生在对购买的介入程度很低的情况下。
A completely nominal decision does not even include consideration of the “do not purchase” alternative.一个纯粹的名
义型决策甚至丝毫不考虑选择其他品牌 的可能性。
Consumer buys Campbell’s without considering other brands, its price, etc.
Leabharlann Baidu
Nominal decision can be broken into two categories:
1. Brand Loyal Purchases品牌忠诚型购买 High commitment to brand对品牌高承诺
Consumer Behavior In The News…
One person’s problem is another person’s… Would people pay to HAVE snow? Turns out – yes! People in warmer climates such as Texas, Arizona, Florida, Georgia. Often want snow for Christmas season but rarely get it naturally. So, they buy it!