臺大消費者行為pre-purchaseevalua-wenkub
2023-05-21 14:40:51 本頁面
【正文】 b i ibiini?????? ( )xA tti tude towa r d br a nd B e lie f st r e ng th a ss oc ia te d with a ttr ibute I mpor ta nc e of a ttr ib ute 1Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. PrePurchase Evaluation Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. Overview ? High effort evaluation process ? Low effort evaluation process ? Contextual effect and decision making Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. Evaluative criteria Epson Canon Compaq Samsung IBM Toshiba Importance Price 5 3 3 4 2 1 30 Weight 3 4 5 4 3 4 25 Processor 5 5 5 2 5 5 10 Battery life 1 3 1 4 1 5 05 Aftersale support 3 3 4 3 5 3 10 Display quality 3 3 3 5 3 3 20 * evaluations: 1 = very poor。 2021 Houghton Mifflin Company. All rights reserved. Nonpensatory Brand Processing Models ? Conjunctive Models (Weight on Negative Info) ? Minimum Cutoffs Set for Each Attribute (Reject if Below Cutoff) ? Need Additional Rule to Rule Out Remaining Alternatives (If More Than One) ? Disjunctive Model (Weight on Positive Info) ? Acceptable Levels for Attributes Decided (Reject if Below Cutoff) ? Decision Based on Several, but Not All, Important Attributes Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. Reality of Consumer Decision Making ? Consumers may use multiple decisionmaking strategies ? Emotions and imagery often acpany rational, cognitive analysis ALL ALTERNATIVES NON COMPENSATORY EVALUATION COMPENSATORY EVALUAT
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