臺大消費者行為cb02(編輯修改稿)
2025-03-25 15:26 本頁面
【文章內(nèi)容簡介】 sired State 2023/3/6 11 Chapter 2 Desired State ? Simple expectation ? Aspirations ? Cultural basis ? Changes in life (., promotion, birth of child) ??changes in expectations 2023/3/6 12 Chapter 2 The Actual State ? Simple Physical Functions ? Depletion and wearout ? Product malfunctions ? Ailments ? External stimuli ? Advertising and reminders ? Comparison to others。 peer pressure 2023/3/6 13 Chapter 2 Need Recognition Process Degree of Discrepancy Desired State Actual State Below Threshold At or Above Threshold No Need Recognition Need Recognition 2023/3/6 14 Chapter 2 How Companies Can Activate Need Recognition Change consumers’ desired state with new products or innovations Influence how consumers perceive their current state Remind consumers of a need 2023/3/6 15 Chapter 2 How Companies Can Activate Need Recognition 2023/3/6 16 Chapter 2 CDP Stage 2: Search INTERNAL EXTERNAL Memory Thinking Word of mouth, media, store visits, trial CATALOG 2023/3/6 17 Chapter 2 Internal Search Process Need Recognition Internal Search Internal Search Successful? Proceed with Decision Undertake External Search Existing Knowledge Ability to Retrieve Stored Knowledge (No) (Yes) 2023/3/6 18 Chapter 2 What Kind of Information Is Retrieved from Internal Search? ? Recall of Brands ? Consideration or Evoked Set ? Recall of Attributes ? Accessibility ? Diagnostic Information ? Salient Attributes
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