消费者行动论.ppt

* Competition 第十、十一章Judgment and Decision Making Based on High/Low Consumer Effort Consumer Behavior July. 13th, 2009 YXN 测验 八 什么是internal search和external search，举例说明。 Key Concepts Why are judgment and decision making important? Types of cognitive models for high-effort decision making and influencing Affective decisions in high-effort situations Consumers and noncomparable decisions Contextual factors in high-effort decisions Heuristics and simple judgment Hierarchy of effects, decision heuristics, and operant conditioning Thought-based strategies of performance tactics, habit, brand loyalty, price-related tactics, and normative influences Feeling-based strategies of affective tactics, variety seeking, and impulse purchasing High-Effort Judgment Processes Estimation of likelihood Goodness/badness Anchoring/adjustment Imagery Conjunctive probability assessment Illusory correlation Biases in Judgment Processes Confirmation Self-positivity- prime Negativity Mood Prior brand evaluations High-Effort Decision Making Processes Consideration set Inept set Inert set All brands in product class Unknown brands Known brands Brands found accidentally Brands found through search Brands recalled from memory Unrecalled brands Inept set (unacceptable) Inert set (indifference) Consideration set Choice Making Choices High-Effort Thought-Based Decisions Cognitive models Types of decision processes Compensatory versus noncompensatory Brand versus attribute Compensatory brand-processing models Additive difference model Types of Cognitive Choice Models High-Effort Feeling-Based Decisions Affective decision making is that in which decisions are made in a more holistic manner on the basis of feelings or emotions. Decision Making When Alternative Cannot Be Compared Noncomparable Decisions Strategy: Alternative-Based Attribute-Based Contextual Effects on Consumer Decision Making Consumer Characteristics Task Characteristics Task Definition/Framing Presence of