个人决策制订.pptx

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,11/7/2009,#,按一下以編輯母片標題樣式,按一下以編輯母片本文樣式,第二階層,第三階層,第四階層,第五階層,*,*,按一下以編輯母片標題樣式,按一下以編輯母片本文樣式,第二階層,第三階層,第四階層,第五階層,*,按一下以編輯母片標題樣式,按一下以編輯母片本文樣式,第二階層,第三階層,第四階層,第五階層,個人決策制訂,Individual,Decision Making,消費者決策制訂步驟,Problem Recognition,Information Search,Evaluation of Alternatives,Product Choice,Outcomes,Outlet Selection,決策制訂觀點,理性觀點高度涉入,感性觀點低度涉入,消費者能够高度涉入某項決策，但是最後決定仍無法全以理性觀點詮釋。,問題確認,當實際狀態與理想狀態,發生艰苦差異時,資訊蒐集,搜尋方式,購買前,持續,資訊蒐集,刻意,非刻意,資訊來源,內部搜尋,外部搜尋,How Much Search Occurs?,Purchase is,Important,Women Shop,Than Men,Need to Learn,More About,Purchase,Consumers Are,Younger,Better-Educated,Information is,Easily Obtained,Search Activity,is Greater When:,Value Style and Image,消費者產品知識對資訊蒐集之影響,產品知識,搜尋量,Nonfattening,Evaluation of Alternatives,Locating Products,How Much Search Occurs?,Conjunctive,Consumers Are,Simple Additive,Exemplar Products,非補償性決策準則續,Are Different Products Substitutes?,Locating Products,Lexicographic Decision Rule重要屬性依序挑選法,Product Choice,Are Different Products Substitutes?,因為不用花費太多時間與力氣,影響資訊蒐集之風險類別,影響資訊蒐集之風險類別,Functional,Social,Monetary,Psychological,Physical,Basic Levels Have Much More in Common,But a Number of Alternatives Exist.,產品分類階層,Dessert,Fattening,Dessert,Nonfattening,Dessert,Ice Cream,Pie,Cake,Diet Ice,Cream,Fruit,Yogurt,Subordinate Levels Includes Individual Brands.,Superordinate Levels,產品分類之战略性意涵,Identifying Competitors,Are Different Products Substitutes?,Locating Products,Consumers Expectations Regarding the,Places to Locate a Desired Product.,Product Positioning,Conception of the Product Relative to Other Products in the Consumers Mind,Exemplar Products,Most Known,Accepted Product or Brand,Heuristics經驗或實務法則,Common,Heuristics,Price/Quality,Relationship,Brand,Loyalty,Product,Signal,Country,of Origin,Market,Beliefs,Brand,Names,Retail,Outlets,Heuristics are Mental Rules-of-Thumb That Lead to a Speedy Decision.,選擇熟习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,持續購買一样品牌的有意識決策,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。,決策準則,Lexicographic,Elimination-By-Aspects,Conjunctive,Non-compensatory,Decision Rules,Compensatory,Decision Rules,Simple Additive,Weighted Additive,Disjunctive,Heuristics are Mental Rules-of-Thumb That Lead to a Speedy Decision.,Elimination-By-Aspects,is Greater When:,Heuristics經驗或實務法則,消費者產品知識對資訊蒐集之影響,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。,Nonfattening,Evaluation of Alternatives,Purchase is,Conception of the Product Relative to Other Products in the Consumers Mind,Easily Obtained,非補償性決策準則續,Conception of the Product Relative to Other Products in the Consumers Mind,非補償性決策準則續,Lexicographic Decision Rule重要屬性依序挑選法,先排定各屬性之重要性順序，再依次挑選表現最正确者。,尋求每一比較階段之最大績效。,補償性決策準則,Simple additive,Weighted additive,