消费者行为学第九章

息搜寻。(个人、商业、公共、经验）
Ma Guo, CEBA, Teaching Notes of
Consumer Behavior 2020/7/13
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Information types of consumer search from external sources
消费者通过外部搜集获得信息的类型：
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。
Ma Guo, CEBA, Teaching Notes of
Consumer Behavior 2020/7/13
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The process of internal search
Need Recognition
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 排出域：不能接受的产品和品牌
Ma Guo, CEBA, Teaching Notes of
Consumer Behavior 2020/7/13
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（2）External search 外部搜寻 Consumer searching information from outside.
Ma Guo, CEBA, Teaching Notes of
Consumer Behavior 2020/7/13
8
(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
Desired State
Actual State
Below Threshold
Degree of Discrepancy
At or above Threshold
No Need Recognition
Need Recognition
Ma Guo, CEBA, Teaching Notes of
Consumer Behavior 2020/7/13
5
需求激活的影响因素
The influence factors of need activation
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
Ma Guo, CEBA, Teaching Notes of
Consumer Behavior 2020/7/13
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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。
Interห้องสมุดไป่ตู้al Search
Internal Search Successful?
YES
Proceed Decision
Determinants of Internal Search
1. Existing Knowledge 2. Ability to Retrieve
Information
NO
Undertake External Search
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。
Ma Guo, CEBA, Teaching Notes of
Consumer Behavior 2020/7/13
4
Recognition of needs and wants
The need recognition process centers on the degree of discrepancy
消费者行为学第九章
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
Ma Guo, CEBA, Teaching Notes of
External search refers the behavious of
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
Consumer Behavior 2020/7/13
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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
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
购买后 行为
Post-buying behaviors
消费者购买决策五阶段模型
Ma Guo, CEBA, Teaching Notes of
Consumer Behavior 2020/7/13
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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