科特勒 营销管理（亚洲版·第6版）英文-第6章.pptVIP

Product Disposal If consumers throw the product away, the marketer needs to know how they dispose of it, especially if it can damage the environment (as in the case with batteries, beverage containers, and toner cartridges). Increased public awareness of recycling and ecological concerns as well as consumer complaints need to be considered. * Moderating Effects on Consumer Decision-Making The manner or path by which a consumer moves through the decision-making stages depends on several factors, including the: level of involvement; and extent of variety-seeking. * Low-involvement Consumer Decision-making The expectancy-value model assumes a high level of consumer involvement, or engagement and active processing the consumer undertakes in responding to a marketing stimulus. Elaboration Likelihood Model * Low-involvement Consumer Decision-making Describes how consumers make evaluations in both low and high involvement circumstances. Central route Peripheral route Consumers follow the central route only if they possess sufficient motivation, ability, and opportunity. If any of these are lacking then the consumers tend to follow the peripheral route. * Converting a Low-Involvement Product into One of Higher Involvement Techniques used by marketers include: Link the product to some involving issue. Link the product to some involving personal situation. Design advertising to trigger strong emotions related to personal values or ego defense. Add an important feature. * The Peripheral Route If, regardless of what the marketer can do, consumers still have low involvement with a purchase decision, they are likely to follow the peripheral route. Marketers must pay special attention to giving consumers one or more positive cues that they can use to justify their brand choice. Brand familiarity can be important if consumers decide to just buy the brand about which they have heard or seen the most. Frequent ad repetition, visible sponsorships, and vigorous