台大消费者行为cb 02.ppt

The Consumer Decision Process I: Need Recognition and Search
Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition
Copyright© 2001 by Harcourt, Inc. All rights reserved.
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Chapter 2
Overview
Consumer Decision Process (CDP) Overview
CDP Stage 1: Need Recognition
CDP Stage 2: Information Search
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Chapter 2
Consumer Decision Process Model
Purchase
Need Recognition
Search for Information
Consumption
Post-consumption Evaluation
Divestment
Pre-purchase Evaluation of Alternatives
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Chapter 2
Pre-purchase
Evaluation of Alternatives
Search
Stimuli
Internal Search
MEMORY
Individual Differences
Environ- mental Influences
Purchase
Consumption
Post-consumption Evaluation
Divestment
Need Recognition
External Search
Attention
Compre-hension
Acceptance
Retention
Exposure
Satisfaction
Dissatisfaction
CDP Model
CDP Model
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Chapter 2
Consumer Decision Process Continuum
Midrange Problem Solving
Limited Problem Solving (LPS)
Extended Problem Solving (EPS)
High
Low
Degree plexity
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Chapter 2
Types of Decision Processes:
Initial Purchase
Extended Problem Solving (EPS):
Often occurs with expensive items or can be fueled by doubts and fears
Importance in making the “right decision”
All seven consumer decision making stages are often activated
Dissatisfaction is often vocal
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Chapter 2
Types of Decision Processes: Initial Purchase
Limited Problem Solving (LPS):
Consumers don’t have motivation, time, or resources to engage in EPS
Little search and evaluation before purchase
mon among low involvement or lower price items
Often panied by a feeling of indifference toward choice
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Chapter 2
Consumer Decision Process Continuum: Repeat Purchases
Midrange Problem Solving
Habitual Problem Solving
Extended Problem Solving
High
Low
Degree plexity
Limited Problem Solving
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Chapter 2
Repeat Purchase
Repeated P