1、Consumer Behavior,Ninth EditionSchiffman&KanukChapter 16Consumer Decision Making and BeyondCopyright 2007 by Prentice Hall16-2Chapter OutlineLevels of Consumer Decision MakingModels of Consumer Decision MakingConsumer Gifting BehaviorRelationship MarketingCopyright 2007 by Prentice Hall16-3Levels of
2、 Consumer Decision MakingExtensive Problem SolvingA lot of information neededMust establish a set of criteria for evaluationLimited Problem SolvingCriteria for evaluation establishedFine tuning with additional informationRoutinized Response BehaviorUsually review what they already knowCopyright 2007
3、 by Prentice Hall16-5Ads often appeal to consumers who are looking for information to help them evaluate products.Copyright 2007 by Prentice Hall16-6Models of Consumers:Four Views of Consumer Decision MakingAn Economic ViewA Passive ViewA Cognitive ViewAn Emotional ViewCopyright 2007 by Prentice Hal
4、l16-9A Simple Model of Consumer Decision MakingFigure 16-2Copyright 2007 by Prentice Hall16-11The Process of Consumer Decision MakingNeed RecognitionPrepurchase SearchEvaluation of AlternativesCopyright 2007 by Prentice Hall16-12Need RecognitionUsually occurs when consumer has a“problem”Need recogni
5、tion stylesActual stateDesired stateCopyright 2007 by Prentice Hall16-13Prepurchase SearchBegins with internal search and then moves to external searchThe impact of the InternetSearch may be personal or impersonalCopyright 2007 by Prentice Hall16-14Issues in Alternative EvaluationEvoked setCriteria
6、used for evaluating brandsConsumer decision rules and their applicationDecisions by functionally illiterate populationGoing online for decision-making assistanceLifestyles as a consumer decision strategyIncomplete information Series of decisionsDecision rules and marketing strategyCopyright 2007 by
7、Prentice Hall16-15The Evoked Set Figure 16-3Copyright 2007 by Prentice Hall16-16Issues in Alternative EvaluationEvoked SetCriteria used for evaluating brandsConsumer decision rules and their applicationDecisions by functionally illiterate populationGoing online for decision-making assistanceLifestyl
8、es as a consumer decision strategyIncomplete information Series of decisionsDecision rules and marketing strategyCopyright 2007 by Prentice Hall16-17Consumer Decision RulesCompensatoryNoncompensatoryConjunctive Decision RuleDisjunctive Decision RuleLexicographic RuleCopyright 2007 by Prentice Hall16
9、-18Compensatory Decision RulesA type of decision rule in which a consumer evaluates each brand in terms of each relevant attribute and then selects the brand with the highest weighted score.Copyright 2007 by Prentice Hall16-19Non-compensatory Decision RulesA type of consumer decision rule by which p
10、ositive evaluation of a brand attribute does not compensate for a negative evaluation of the same brand on some other attribute.Copyright 2007 by Prentice Hall16-20Conjunctive Decision RuleA noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each attri
11、bute evaluated.Brands that fall below the cutoff point on any one attribute are eliminated from further consideration.Copyright 2007 by Prentice Hall16-21Disjunctive RuleA noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each relevant product attribu
12、te.Copyright 2007 by Prentice Hall16-22Lexicographic RuleA noncompensatory decision rule-consumers first rank product attributes in terms of importance,then compare brands in terms of the attribute considered most important.Copyright 2007 by Prentice Hall16-23Affect Referral Decision RuleA simplifie
13、d decision rule by which consumers make a product choice on the basis of their previously established overall ratings of the brands considered,rather than on specific attributes.Copyright 2007 by Prentice Hall16-24Issues in Alternative EvaluationEvoked SetCriteria used for evaluating brandsConsumer
14、decision rules and their applicationDecisions by functionally illiterate populationGoing online for decision-making assistanceLifestyles as a consumer decision strategyIncomplete information Series of decisionsDecision rules and marketing strategyCopyright 2007 by Prentice Hall16-25The Decision Proc
15、ess for Functionally Illiterate Consumers Figure 16-4Copyright 2007 by Prentice Hall16-28Issues in Alternative EvaluationEvoked SetCriteria used for evaluating brandsConsumer decision rules and their applicationDecisions by functionally illiterate populationGoing online for decision-making assistanc
16、eLifestyles as a consumer decision strategyIncomplete information Series of decisionsDecision rules and marketing strategyCopyright 2007 by Prentice Hall16-29Coping with Missing InformationDelay decision until missing information is obtainedIgnore missing information and use available informationChange the decision strategy to one that better accommodates for the missing informationInfer the missing informationCopyright 2007 by Prentice Hall16-32Output of Consumer Decision MakingPurchase behavio
