Beruflich Dokumente
Kultur Dokumente
Most Goods
Easy to evaluate
Most Services
Difficult to evaluate
Memory
Memory
Future Intentions
Request service
Evaluation of Alternatives
Evoked set Emotion and mood
Post-Purchase Evaluation
Attribution of dissatisfaction Innovation diffusion Brand loyalty
Evaluation of Alternatives
Evoked set Emotion and mood
Culture
Internal Satisfaction Selfactualisation The respect of others Action for and from others Survival Satisfaction of basic hunger Esteem Love Safety Physiological
Information Sources
Previous personal experience Word of Mouth recommendation (WOM) Reference groups Media communications Internet sources
Evaluation of Alternatives
A process of choice reduction.
Rules based approaches used. Critical attributes, average score of all attributes, or weighted attributes.
Perceived Risk
Factors affecting perceived risk: The level of tangible evidence Buyer involvement New purchase Personal risk tolerance Situational factors Legal safeguards