个人决策制订IndividualDecisionMaking

個人決策制訂IndividualDecisionMaking消費者決策制訂步驟ProblemRecognitionInformationSearchEvaluationofAlternativesProductChoiceOutcomesOutletSelection決策制訂觀點Rationalperspective(highinvolvement)Emotionalperspective(lowinvolvement)消費者可能高度涉入某項決策，但是最後決定仍無法全以理性觀點詮釋。購買決策行為連續圖HabitualDecisionMakingLimitedProblemSolvingExtensiveProblemSolvingLow-CostProductsFrequentPurchasingLowConsumerInvolvementFamiliarProductClassandBrandsMoreExpensiveProductsInfrequentPurchasingHighConsumerInvolvementUnfamiliarProductClassandBrands

LittleThought,Search,orTimeGiventoPurchaseExtensiveThought,Search,andTimeGiventoPurchaseProblemRecognition問題確認Whenthereisdiscrepancybetweenactualstateandidealstate當實際狀態與理想狀態發生重大差異時InformationSearch資訊蒐集搜尋方式(methods)購買前(beforepurchase)持續(ongoing)資訊蒐集

刻意(intentional)非刻意(notintentional)資訊來源(sources)內部搜尋(internal)外部搜尋(external)HowMuchSearchOccurs?PurchaseisImportantWomenShopThanMenNeedtoLearnMoreAboutPurchaseConsumersAreYounger,Better-EducatedInformationisEasilyObtainedSearchActivityisGreaterWhen:ValueStyleandImage消費者產品知識對資訊蒐集之影響TheImpactofConsumerProductKnowledgeonInformationSearch產品知識(productKnowledge)搜尋量TypesofRiskthatinfluenceISTypesofRiskFunctionalSocialMonetaryPsychologicalPhysicalAlternativeEvaluation喚起子集-最可能考慮呆滯（無差異）子集-有可能考慮不當子集-不考慮察覺子集BasicLevels

HaveMuchMoreinCommon,ButaNumberofAlternativesExist.ProductClassHierarchyDessertFatteningDessertNonfatteningDessertIceCreamPieCakeDietIceCreamFruitYogurtSubordinateLevels

IncludesIndividualBrands.SuperordinateLevelsStrategicImplicationsofProductClassificationIdentifyingCompetitorsAreDifferentProductsSubstitutes?LocatingProductsConsumers’ExpectationsRegardingthePlacestoLocateaDesiredProduct.ProductPositioningConceptionoftheProductRelativetoOtherProductsintheConsumer’sMindExemplarProductsMostKnown,AcceptedProductorBrandHeuristics（經驗或實務法則）

CommonHeuristicsPrice/QualityRelationshipBrandLoyaltyProductSignalCountryofOriginMarketBeliefsBrandNamesRetailOutletsHeuristicsareMentalRules-of-ThumbThatLeadtoaSpeedyDecision.選擇熟悉品牌是一種忠誠度或習慣？基於習慣因為不用花費太多時間與力氣基於品牌忠誠持續購買相同品牌的有意識決策因為情感或客觀的理由，品牌忠誠顧客積極地涉入產品相關資訊與相關活動正面態度、塑造口碑。決策準則LexicographicElimination-By-AspectsConjunctiveNon-compensatoryDecisionRulesCompensatoryDecisionRulesSimpleAdditiveWeightedAdditiveDisjunctive非補償性決策準則

Conjunctive（綜合決策法則）設定所有屬性之最低標準（e.g.,good），符合者才做進一步考量Disjunctive（選擇性決策考量）針對「重要」屬性（e.g.,sizeofscreen）設立標準（e.g.,excellent），符合者才做進一步考量Elimination-by-Aspects（重要性依序刪除法）先排定各屬性之重要性順序，再依次依據門檻（e.g.,good），一一刪除不符者。非補償性決策準則（續）LexicographicDecisionRule（重要屬性依序挑選法）先排定各屬性之重要性順序，再依次挑選表現最佳者。尋求每一比較階段之最大績效。補償性決策準則Simpleadditivee.g.,excellent=3,Good=2,poor=1Weightedadditivee.g.,weights=0.3,0.25,0.2,0.15,0.07,0.03HypotheticalAlternativesforaTVSetTypesofCognitiveChoiceModelsEvaluativecriteriaEpsonCanonCompaqSamsungIBMToshibaImportancePrice53342130Weight34543425Processor55525510Batterylife13141505After-salesupport33435310Displayquality33353320evaluations:1=verypoor;5=verygoodOrbeliefstrengths:–3=veryweak;+3=verystrongifstatedintermsofattributelevel(e.g.,lowprice,lightweight,longbatterylife,etc.))DifferentChoices,DependingonDifferentDecisionRulesDecisionRuleBrandChoiceCompensatorySamsungConjunctiveCanonDisjunctiveToshibaLexicographicEpsonEBASamsungCompensatoryModel:ScoreforSamsungScoreforEpson30*4=120 30*5=15025*4=100 25*3=75