臺大消費(fèi)者行為pre-purchaseevalua-資料下載頁
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【正文】 ?Multibrand loyalty ?How strong? ...or the lack of it Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. Variety Seeking and Impulse Buying ? Impulse Buying ? Unplanned, spurofthemoment action triggered by instore display or promotion ? Variety Seeking ? Brand shifts because bored with current brand or because of special offer ? consumers may still satisfied with their existing brands Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. Contextual Effect and Decision Making ? Decisionmaking context may influence the decision/evaluation process ? Context factors include: ? task characteristics ? decision framing Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. How Task Characteristics Can Affect Decision Making ? The Consideration Set ? Attraction Effect ? Extremeness Aversion ? Availability of Information ? Information Overload Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. How Decision Framing Can Affect Decision Making Consider the following two choice conditions: ? Condition 1: ? coupon A: buy a jar of spaghetti sauce for $ and get a can of soup FREE (a 49cent value) ? coupon B: receive a 25 cents off a large jar of spaghetti sauce Copyright 169。 2021 Houghton Mifflin Company. All rights reserved. How Decision Framing Can Affect Decision Making ? Condition 2: ? coupon A: buy a jar of spaghetti sauce and get a can of soup and get 49 cent off the total ? coupon B: receive a 25 cents off a large jar of spaghetti sauce
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