清华MBA系列课件消费行为学.ppt

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1、Lecture5TheIndividualConsumerIConsumerBehaviorBuying,Having,andBeingMichaelR.SolomonInformationProcessingModelofCBInterpretation:Categorization&InferencingAttitudes:Like/DislikeinformationMemory/PriorKnowledgeIndividualConsumer:Personality/DemogsEnvironmentalCharacteristics:CultureStimulibeli

2、efsSelection:Exposure/sensoryblocks…ChoiceAnOverviewofthePerceptionProcessSensoryThresholdAbsoluteThresholdDifferentialSensoryThresholdJustNoticeableDifferenceJND=K•IK=Aconstant(variesacrosssenses)I=theoriginalintensityofthestimulusSelectiveExposureandAttentionPersonaldeterminantsNeed/motivat

3、ionAttitudesAdaptationlevelStimulusdeterminantsautomaticdepthsensor.Divingwateralarm.Depthalarm.200hoursmarinerecord.Calculatesoxygenleftinbodyalarmsettingincludedtimeallovertheworld200mdivingwaterresistantSomeAdsInterpretation(“Perception”)SubjectiveProcessPersonalCharacteristicsStimulusChara

4、cteristicsIntrinsiccuesExtrinsicCuesReferencePrice20%to70%Off!Was$199Now$99Sale!DiscountClaimSave10%ormoreSaveupto50%PerceptionofServiceQualityTangiblesReliabilityResponsivenessAssuranceEmpathyAttitudeAttitudesarelearnedpredispositionstorespondtoanobjectorclassofobjectsinaconsistentlyfavorable

5、orunfavorablewayUsedtobeidenticaltoevaluationBasicallyanaffectivevariableNotprovidemuchinsightintoconsumerchoiceFishbein(Attitude)ModelAb=ΣBi•aiAb=AttitudetowardbehaviorbBi=Thebeliefthatperformingbehaviorbleadstoconsequencei(likely-unlikely)ai=Theevaluationofconsequencei(good-bad)n=Thenumberof

6、salientconsequencesGroupDiscussionHowAttitudeCouldbeChanged?TheExtendedFishbein(Intention)ModelBBI=W1(Ab)+W2(SN)B-BehaviorBI-BehavioralintentionAb-AttitudetowardthebehaviorSN-SubjectivenormW1,W2-TheimportanceofAbandSN