Beruflich Dokumente
Kultur Dokumente
Problem Recognition Information Search Evaluation of Alternatives Product Choice Outlet Selection Outcomes
Rational perspective (high involvement) Emotional perspective (low
involvement)
Habitual Decision Making Limited Problem Solving Extensive Problem Solving
More Expensive Products Infrequent Purchasing High Consumer Involvement Unfamiliar Product Class and Brands Extensive Thought, Search, and Time Given to Purchase
Low-Cost Products Frequent Purchasing Low Consumer Involvement Familiar Product Class and Brands Little Thought, Search, or Time Given to Purchase
Problem Recognition
Information Search
(product Knowledge)
Functional
Social
Physical
Alternative Evaluation
Fattening Dessert
Basic Levels Have Much More in Common, But a Number of Alternatives Exist.
Cake
Nonfattening Dessert
Ice Cream
Pie
Identifying Competitors
Are Different Products Substitutes?
Exemplar Products
Most Known, Accepted Product or Brand
Locating Products
Consumers Expectations Regarding the Places to Locate a Desired Product.
Heuristics
Heuristics are Mental Rules-of-Thumb That Lead to a Speedy Decision.
Country of Origin Brand Loyalty Retail Outlets Product Signal Market Beliefs
Common Heuristics
Price/Quality Relationship
Brand Names
Non-compensatory Decision Rules Conjunctive Disjunctive Elimination-By-Aspects Lexicographic Simple Additive Weighted Additive Compensatory Decision Rules
Conjunctive
e.g., good Disjunctive e.g., size of screen e.g., excellent Elimination-by-Aspects e.g., good
Lexicographic Decision Rule
Simple additive e.g., excellent=3, Good=2, poor=1 Weighted additive e.g., weights=0.3, 0.25, 0.2, 0.15, 0.07, 0.03
Evaluation
Evaluative criteria Price Weight Processor Battery life After-sale support Display quality Epson 5 3 5 1 3 3 Canon 3 4 5 3 3 3 Compaq 3 5 5 1 4 3 Samsung 4 4 2 4 3 5 IBM 2 3 5 1 5 3 Toshiba 1 4 5 5 3 3 Importance 30 25 10 05 10 20
evaluations: 1 = very poor; 5 = very good Or belief strengths: 3= very weak; +3= very strong if stated in terms of attribute level (e.g., low price, light weight, long battery life, etc.))
Compensatory Model: Score for Samsung Score for Epson 30 * 4 = 120 25 * 4 = 100 10 * 2 = 20 05 * 4 = 20 10 * 3 = 30 20 * 5 = 100 ____ 390 30 * 5 = 150 25 * 3 = 75 10 * 5 = 50 05 * 1 = 05 10 * 3 = 30 20 * 3 = 60 ____ 370