台大消费者行为分析（英文）(共24页).ppt

1、2001/3/61The Consumer Decision Process I: Need Recognition and SearchRoger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth EditionCopyright 2001 by Harcourt, Inc. All rights reserved.2001/3/62OverviewConsumer Decision Process (CDP) OverviewCDP Stage 1: Need RecognitionCDP

2、 Stage 2: Information Search2001/3/63Consumer Decision Process ModelPurchaseNeed RecognitionSearch for InformationConsumptionPost-consumption EvaluationDivestmentPre-purchase Evaluation of Alternatives2001/3/64Pre-purchase Evaluation of AlternativesSearchStimuliInternal Search MEMORYIndividual Diffe

3、rencesEnviron- mental InfluencesPurchaseConsumptionPost-consumption EvaluationDivestmentNeed RecognitionExternal SearchAttentionCompre-hensionAcceptanceRetentionExposureSatisfactionDissatisfactionCDP Model2001/3/65Consumer Decision Process ContinuumMidrange Problem SolvingLimited Problem Solving (LP

4、S)Extended Problem Solving (EPS)HighLow2001/3/66Types of Decision Processes: Initial Purchase Extended Problem Solving (EPS):Often occurs with expensive items or can be fueled by doubts and fearsImportance in making the “right decision”All seven consumer decision making stages are often activatedDis

5、satisfaction is often vocal2001/3/67Types of Decision Processes: Initial Purchase Limited Problem Solving (LPS):Consumers dont have motivation, time, or resources to engage in EPSLittle search and evaluation before purchaseMore common among low involvement or lower price itemsOften accompanied by a

6、feeling of indifference toward choice2001/3/68Consumer Decision Process Continuum: Repeat PurchasesMidrange Problem SolvingHabitual Problem SolvingExtended Problem SolvingHighLowLimited Problem Solving2001/3/69 Repeat Purchase Repeated Problem SolvingHabitual Decision Making2001/3/610CDP Stage 1: Ne

7、ed RecognitionnDefinition: the perception of a difference between the desired state and the actual statenThe Desired State: Where We Want to BenThe Actual State: Where We Are Now2001/3/611Desired States, Actual States, Problems and Solutions hire unpackersconsult a relocation serviceboxes are all ov

8、er the placeI dont know how to get aroundBased on transitions, changes in life situationMy household will be back to normalgo on a diet get a personal trainer get liposuctionI am not nearly as thin as Kate MossBased on goals, needs, or aspirationsI want to be as thin as Kate Moss- call technical sup

9、port- buy a new computerMy computer is freezing on meBased on expectations of what should beMy computer runs smoothly all the timeSolutionActual StateWhere Does it Come From?Desired State2001/3/612Desired StatenSimple expectationnAspirationsnCultural basisnChanges in life (e.g., promotion, birth of

10、child) changes in expectations 2001/3/613The Actual StatenSimple Physical FunctionsnDepletion and wear-outnProduct malfunctionsnAilmentsnExternal stimuli nAdvertising and reminders nComparison to others; peer pressure2001/3/614Need Recognition Process 2001/3/615How Companies Can Activate Need Recogn

11、itionChange consumers desired state with new products or innovationsInfluence how consumers perceive their current stateRemind consumers of a need2001/3/616How Companies Can Activate Need Recognition2001/3/617CDP Stage 2: SearchINTERNALEXTERNALMemoryThinkingWord of mouth, media,store visits, trialCA

12、TALOG2001/3/618Internal Search Process (No)(Yes)2001/3/619What Kind of Information Is Retrieved from Internal Search?nRecall of BrandsnConsideration or Evoked SetnRecall of AttributesnAccessibilitynDiagnostic InformationnSalient AttributesnAttribute DeterminancenRecall of EvaluationsnOn-Line Process

13、ingnRecall of Experiences2001/3/620External SearchSearch may be passive as consumers become more receptive to information around them, or consumers can engage in active search behavior 2001/3/621Two Types of External SearchnPre-purchase Searchnactivated by an upcoming purchase decisionnmotive: to ma

14、ke better consumption choicesn Ongoing Searchninformation acquisition takes place on a relatively regular basisnmotives: to develop a knowledge base for future decision to experience fun and pleasure2001/3/622Extent of Search: How Much Do Consumers Search?Cost versus benefit perspective:people search for decision-relevant information when the perceived benefits of the new information are greater than perceived costs of acquiring the informationBenefit: making better decisionsCost: time and effort spent in search2001/3/623Sources of Inf