消费者行为学第九章

消费者购买决策五阶段模型
9.1.1 需要的认识 Needs cognition
Need cognition occurs when a discrepancy develops between an actual and a desired state. (This definition is identical to that for
Actual State
Below Threshold
Degree of Discrepancy
At or above Threshold
No Need Recognition
Need Recognition
需求激活的影响因素
The influence factors of need activation
Chapter 9: Consumer buying decision-making
and buying behaviors
消费者购买决策与购买行为
Key studying points 学习要点
Buying decision-making process 购买决策过程 Buying behavior 购买行为 Post-buying behavior 购后行为
Information
NO
Undertake External Search
(1) The types of internal search 内部搜寻信息的 类型
Awareness set 意识域：对产品或品牌的总体映象 Unawareness set 非意识域：对品牌无意识 Consideration set 考虑域：消费者认为可以接受，并进一步考
needs.)
当实际的状态和希望的状态出现差别时，且这一差 别足够大时，需求被激活。
Recognition of needs and wants
The need recognition process centers on the degree of discrepancy
Desired State
时间 Time 周围环境条件的变化 Changing of the conditions of
circumstance 商品的获得 Obtaining a product 商品的消费 Consumption of a product 市场营销的影响 Impact of marketing 个体差异 Individual differences
consumers searching information from outside. 外部搜寻指消费者从外部搜集信息的行为。当内部搜 寻证明是不充分时，消费者便可能决定由外部环境中 搜集更多的信息。 通过朋友、去商店、咨询等方式来进行更大范围的信 息搜寻。(个人、商业、公共、经验）
Information types of consumer search from external sources
Need Recognition
Internal Search
Internal Search Successful?
YES
Proceed Decision
Determinants of Internal Search
1. Existing Knowledge 2. Ability to Retrieve
9.1 购买决策过程 Buying decision-making process
认识问题
Needs cognition
搜寻信息
Search information
评价备选 方案
Alternative evaluation
购买行为
Buying behaviors
购买后 行为
Post-buying behaviors
消费者通过外部搜集获得信息的类型：
Presented alternative brands 现有备选品牌 Criteria for brands evaluation 据以比较品牌的标准 Importance of each evaluated criterion 各个评价标准的重要
性 Information formed beliefs 据以形成信念的信息
9.1.2 Searching information 搜 寻信息
Information searching 信息搜寻：是指对储存在记忆中的知识的主动的激
活和从外部环境中获取信息的过程。
1）Internal search 内部搜寻：是指对储存在长期记忆中的与决策相关
的知识记忆扫描的过程。
The process of internal search
水平、社会地位等
◦ Market environment 市场环境 ◦ Product experience 产品经验
9.1.3 Alternative evaluation 备 选方案的评价
Alternative evaluation of consumer is for obtaining the available information for final decision making.
虑的品牌和产品
Inert set 惰性域：指消费者无动于衷的品牌或产品 Inept set 排出ernal search 外部搜寻 Consumer searching information from outside. External search refers the behavious of
Attributions of brands 品牌拥有的属性 The benefits provided by each brand 各种品牌提供的利益
（3）the influence factors on external search 影 响外部搜寻程度的因素
◦ Revenues and costs of search 搜索的收益超过成本 ◦ The level of involvement 关注程度 ◦ Time 时间 ◦ Perceptive risks 感知的风险 ◦ Buying attitudes 对购物的态度 ◦ Education, income and social status 受教育程度、收入