文档介绍：Pre-Purchase Evaluation
Overview
High effort evaluation process
Low effort evaluation process
Contextual effect and decision making
Making Choices
All brands in product class
Unknown brands
Known brands
Brands
found
accidentally
Brands
found through
search
Brands
recalled
from memory
Unrecalled
brands
Inept set
(eptable)
Inert set
(indifference)
Consideration
set
Choice
JUDGMENT AND DECISION MAKING
High Effort Evaluation Process
Compensatory Brand Processing Models
Multiattribute Models (or weighted additive rule)
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
After-sale support
3
3
4
3
5
3
10
Display quality
3
3
3
5
3
3
20
* evaluations: 1 = very poor; 5 = very good
,
Evaluations of brands as good or bad based on information retrieved from memory or generated through external search.
Importance weights based on needs, values, goals, problem recognition
Score for Samsung Score for Epson
30 * 4 = 120 30 * 5 = 150
25 * 4 = 100 25 * 3 = 75
10 * 2 = 20 10 * 5 = 50
05 * 4 = 20 05 * 1 = 05
10 * 3 = 30 10 * 3 = 30
20 * 5 = 100 20 * 3 = 60
____ ____
390 370
Compensatory Attribute Processing Models
Additive Difference Model
pared by Attribute, Two at a Time
Differences Added Up as Decision Maker Proceeds by Attribute; .:
Epson Canon Diff
Price 5 3 2
Weight 3 4 -1
Processor 5 5 0
Battery Life 1 3 -2
After Sale Support 3 3 0
Display Quality 3 3 0
-----------------------------
TOTAL -1 (Canon is marginally
better)
pensatory 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 Severa