臺大消費者行為pre-purchaseevalua(編輯修改稿)
2025-06-15 14:40 本頁面
【文章內容簡介】 ision Based on Several, but Not All, Important Attributes Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. Nonpensatory Attribute Processing Models ? Lexicographic Model ? Attributes ordered by importance ? If one alternative dominates on that attribute, it is chosen。 otherwise, proceed to next most important attribute ? I want to get the brand that does best on the attribute(s) most important to me. ? Elimination by Aspects (EBA) ? Attributes ordered by importance。 alternatives acceptable on first attribute proceed to evaluation on further attributes ? I will eliminate any brands that have a value of 3 or below, beginning with the most important attribute. 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 EVALUATION SURVIVING ALTERNATIVES Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. Low Effort Evaluation Process ? Consumers tend to employ very simple heuristics or choice tactics in making decisions when motivation and ability are low, ., ? decision is of limited importance ? Few product differences perceived ? Distractions or time constraints Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. Definition ? Heuristic: A simplified decision rule frequently employed by consumers to make a satisfactory decision of limited
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