台大消费者行为cb 02(PPT 24页)

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Consumer Decision Process Continuum: Repeat Purchases
Extended Problem Solving
Midrange Problem Solving
Limited Problem Solving
Habitual Problem Solving
High Degree of Complexity
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Low
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• Repeat Purchase Repeated Problem Solving Habitual Decision Making
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CDP Stage 1: Need Recognition
O
R
Consumption
Y
Post-consumption
Evaluation
Environmental Influences
Individual Differences
External Search
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Dissatisfaction
Satisfaction
Divestment
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CDP Model
Need Recognition
Stimuli
Exposure Attention Comprehension Acceptance Retention
Internal Search
Search
Pre-purchase
Evaluation of
M
Alternatives
E
M
Purchase
- call technical support - buy a new computer
go on a diet get a personal trainer get liposuction
Definition: the perception of a difference between the desired state and the actual state
The Desired State: Where We Want to Be
The Actual State: Where We Are Now
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Types of Decision Processes:
Initial Purchase
Extended Problem Solving (EPS):
•Often occurs with expensive items or can be fueled by doubts and fears
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Types of Decision Processes: Initial Purchase
Limited Problem Solving (LPS):
Consumers don’t have motivation, time, or resources to engage in EPS Little search and evaluation before purchase More common among low involvement or lower price items Often accompanied by a feeling of indifference toward choice
I want to be as thin Based on goals,
as Kate Moss
needs, or
aspirations
Actual State
My computer is freezing on me
I am not nearly as thin as Kate Moss
Solution
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Desired States, Actual States, Problems and Solutions
Desired State
My computer runs smoothly all the time
Where Does it Come From?
Based on expwk.baidu.comctations of what should be
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Consumer Decision Process Continuum
Extended Problem Solving (EPS)
Midrange Problem Solving
Limited Problem Solving (LPS)
High Degree of Complexity
Low
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The Consumer Decision Process I: Need Recognition
and Search
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Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition Copyright© 2001 by Harcourt, Inc. All rights reserved.
•Importance in making the “right decision”
•All seven consumer decision making stages are often activated
•Dissatisfaction is often vocal
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Need Recognition Search for Information Pre-purchase Evaluation of Alternatives
Purchase Consumption
Post-consumption Evaluation
Divestment
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Overview
Consumer Decision Process (CDP) Overview
CDP Stage 1: Need Recognition
CDP Stage 2: Information Search
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Consumer Decision Process Model