1、Analyzing Consumer MarketsChapter 6The Buying Decision Process The consumer typically passes through five stages Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behaviorThe Buying Decision Process Problem recognition The buyer recognizes a problem/nee
2、d triggered by internal/external stimuliThe Buying Decision Process Information search Personal sources Commercial sources Public sources Experiential sourcesFigure 6.5Sets Involved In Decision MakingThe Buying Decision Process Evaluation of alternatives Expectancy-value modelThe Buying Decision Pro
3、cess Purchase decision Compensatory vs. noncompensatory modelsConjunctive heuristicLexicographic heuristicElimination-by-aspects heuristicIntervening factorsTypes of perceived riskFunctional risk Physical riskFinancial riskSocial riskPsychological riskTime riskThe Buying Decision Process Postpurchas
4、e behavior Postpurchase satisfaction Postpurchase actions Postpurchase uses and disposalFigure 6.7Customer Product Use/Disposal Moderating Effects on Consumer Decision Making Low-involvement Consumer Decision Making Variety-Seeking Buying BehaviorBehavioral Economics Decision Heuristics Availability heuristic Representativeness heuristic Anchoring and adjustment heuristic Framing Mental accounting
