营销课件(全英语)

Chapter 6: Consumer Decision Making

Marketer Non-Marketer

Controlled

Controlled

Internal External

Whether to buy When to buy What to buy Where to buy How to pay

Fully planned purchase Partially planned purchase Unplanned purchase

Cognitive dissonance

∙Routine decision making ∙Limited decision making ∙

Extensive decision making

Previous experience Interest

Perceived risk of negative consequences

∙Financial risk ∙Social risk

∙Psychological risk

Social visibility

Product involvement Situational involvement Shopping involvement Enduring involvement Emotional involvement

Involvement Cultural influences

Culture Sub-culture Social class

Social influences

Reference groups

∙Primary/ secondary ∙Aspirational ∙Dissociative Opinion leaders Family

Individual influences

Gender

Age and life-cycle stage Personality, self-concept

and lifestyle

Psychological influences

Perception

∙Selective exposure ∙Selective distortion ∙Selective retention Motivation

∙Maslow’s hierarchy of needs Learning

Beliefs and attitudes