台大消费者行为cb 02

1、The 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.OverviewConsumer Decision Process (CDP) OverviewCDP Stage 1: Need RecognitionCDP Stage 2: Informat

2、ion SearchConsumer Decision Process ModelPurchaseNeed RecognitionSearch for InformationConsumptionPost-consumption EvaluationDivestmentPre-purchase Evaluation of AlternativesPre-purchase Evaluation of AlternativesSearchStimuliInternal Search MEMORYIndividual DifferencesEnviron- mental InfluencesPurc

3、haseConsumptionPost-consumption EvaluationDivestmentNeed RecognitionExternal SearchAttentionCompre-hensionAcceptanceRetentionExposureSatisfactionDissatisfactionCDP ModelCDP ModelConsumer Decision Process ContinuumMidrange Problem SolvingLimited Problem Solving (LPS)Extended Problem Solving (EPS)High

4、LowDegree of ComplexityTypes 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 activatedDissatisfaction is often voc

5、alTypes 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 feeling of indifference toward cho

6、iceConsumer Decision Process Continuum: Repeat PurchasesMidrange Problem SolvingHabitual Problem SolvingExtended Problem SolvingHighLowDegree of ComplexityLimited Problem Solving Repeat Purchase Repeated Problem SolvingHabitual Decision Making. Types of Decision ProcessesCDP Stage 1: Need Recognitio

7、nDefinition: the perception of a difference between the desired state and the actual stateThe Desired State: Where We Want to BeThe Actual State: Where We Are NowDesired States, Actual States, Problems and Solutions hire unpackersconsult a relocation serviceboxes are all over the placeI dont know ho

8、w 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 support- buy a new computerMy

9、 computer is freezing on meBased on expectations of what should beMy computer runs smoothly all the timeSolutionActual StateWhere Does it Come From?Desired StateDesired StateSimple expectationAspirationsCultural basisChanges in life (e.g., promotion, birth of child) changes in expectations The Actua

10、l StateSimple Physical FunctionsDepletion and wear-outProduct malfunctionsAilmentsExternal stimuli Advertising and reminders Comparison to others; peer pressureNeed Recognition ProcessDegree of DiscrepancyDesired StateActual StateBelow ThresholdAt or Above ThresholdNo Need Recognition Need Recogniti

11、onHow Companies Can Activate Need RecognitionChange consumers desired state with new products or innovationsInfluence how consumers perceive their current stateRemind consumers of a needHow Companies Can Activate Need RecognitionCDP Stage 2: SearchINTERNALEXTERNALMemoryThinkingWord of mouth, media,s

12、tore visits, trialCATALOGInternal Search ProcessNeed RecognitionInternal Search Internal Search Successful?Proceed with DecisionUndertake External Search -Existing Knowledge-Ability to Retrieve Stored Knowledge(No)(Yes)What Kind of Information Is Retrieved from Internal Search?Recall of BrandsConsid

13、eration or Evoked SetRecall of AttributesAccessibilityDiagnostic InformationSalient AttributesAttribute DeterminanceRecall of EvaluationsOn-Line ProcessingRecall of ExperiencesExternal SearchSearch may be passive as consumers become more receptive to information around them, or consumers can engage

14、in active search behavior Two Types of External SearchPre-purchase Searchactivated by an upcoming purchase decisionmotive: to make better consumption choices Ongoing Searchinformation acquisition takes place on a relatively regular basismotives:to develop a knowledge base for future decisionto exper

15、ience fun and pleasureExtent 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