文档介绍：Learning es 1. Understand the activities involved in the consumer decision-making process. 2. Describe the three major decision-making research perspectives. 3. Explain the three major decision-making approaches. 4. Understand the importance of the consideration set in the decision-making process. 5. Understand the factors that influence the amount of search performed by consumers. ? 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12-2 Basic Consumption Process and Decision-Making ? Consumption Process: ? Need ? Want ? Exchange ? Costs and Benefits ? Reaction ? Value ? Decision-Making Process: ? Need recognition ? Search for information ? Evaluation of alternatives ? Choice ? Post-Choice Evaluation ? 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12-3 LO 1 Decision Making and Choice ? Value ? Motivation ? Emotion ? 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12-4 LO 2 Decision Making: Rational Perspective ? Considered to be the traditional approach. ? Assumes: ? Consumers diligently gather information about purchases, compare alternatives, and make informed decisions. ? Human beings are rational. ? Fits well with the concept of utilitarian value. ? 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12-5 LO 2 Decision Making: Experiential and Behavioral Perspectives ? Experiential perspective — assumes that consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behavior under consideration. ?“ Feel-do-think ” hierarchy ? Often focuses on hedonic value ? Behavioral perspective — assumes that