Consumer-Behavior.pdf

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1、CHAPTERCONSUMERBEHAVIORConsumerBehaviorConsumerbehavior-theactionsapersontakesinpurchasingandusingproductsandservices,includingthementalandsocialprocessesthatcomebeforeandaftertheseactions.PurchaseDecisionProcessNeedRecognitionPerceivingavalueInformationSearchSeekingavalueCuCultltuurral,

2、al,SSooccial,ial,IndIndividuividualalananddEvaluationofAlternativesPPsychosychologlogicaicallAssessingvalueFactFactoorrssafaffecfecttallallstesteppssPurchaseBuyingvaluePost-purchaseBehaviorAssessvalueinconsumptionNeedRecognitionMarketinghelpsconsumersInternalStimulirecognizeanandimbalanc

3、ebetweenpresentstatusandExternalStimulipreferredstatePreferredStatePresentStatusInformationSearch:SeekingValueInternalSearch-RecallinformationfrommemoryExternalSearchinformationfromoutsideenvironmentNon-marketingcontrolledMarketingcontrolledFFIGUIGURERE5-25-2ConsumerReport’sevaluationo

4、fportableMP3-capableCDplayersAlternativeEvaluationConsiderationConsiderationSetSetAAnnaalyzeplyzeprrododuucctattattrtribibutesutesUsecutoffUsecutoffcricriterteriaiaRankatRankattrtribibutesutesbbyyiimpomporrtancetancePurchase!Purchase!Post-purchaseBehavior-CognitiveDissonanceInnertensiont

5、hataconsumerexperiencesafterrecognizinganinconsistencybetweenbehaviorandvaluesoropinions.CCogognniititivveeDiDissossonnanceance?Canminimizethrough:EffectiveCommunicationDidImDidImakeakeagagooooddddececisionision??Follow-upGuaranteesDDiiddIbuIbuytythheerighrighttpprroodduct?uct?Warranties

6、DidDidIIggeetagotagoododvavaluluee??InvolvementandProblem-SolvingVariationsRoutineLimitedExtensiveResponseDecisionDecisionBehaviorMakingMakingLessMoreInvolvementInvolvementComparisonofproblem-solvingvariationsWhentouseRoutineResponseBehaviorLittleinvolvementinselectionprocessFrequently

7、purchasedlowcostgoodsMaystickwithonebrandBuyfirst/evaluatelaterQuickdecisionWhentouseLimitedDecisionMakingLowlevelsofinvolvementLowtomoderatecostgoodsEvaluationofafewalternativebrandsShorttomoderatetimetodecideWhentouseExtensiveDecisionMakingHighlevelsofinvolvemen