decision_making_2 - Consumer Behavior MAR 3503 Xin He BA-II...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 xhe@bus.ucf.edu
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2 Consumer Decision Making Model of Decision Making Problem recognition Information search Alternative evaluation Purchase Postpurchase
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3 Attribute-Based Choices Compensatory processes Multiattribute attitude model Noncompensatory processes Conjunctive Disjunctive Lexicographic Elimination by aspects Combination processes
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4 Compensatory Processes Compensatory Processes – Multiattribute attitude model (A o and A act ) = = n i i i o e b A 1
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5 Recap: Multiattribute Attitude Model A o = attitude toward the object b i = belief strength “How likely is it Civic has good fuel economy?” ( Extremely unlikely ) 1 2 3 4 5 ( Extremely likely ) e i = belief evaluation “Is fuel economy a good or bad attribute?” (Very bad) –3 –2 –1 0 +1 +2 +3 (Very good) = = n i i i o e b A 1
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6 Recap: Multiattribute Attitude Model Belief evaluation Civic Golf Accent Cavalier Fuel economy 1 4 5 5 4 Cost of repair -3 5 4 3 2 Reliability 2 5 3 2 3 Good Price 3 2 2 5 4 Overall attitude 5 5 15 16
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7 Noncompensatory Processes Noncompensatory Processes Conjunctive Disjunctive Lexicographic Elimination by aspects
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8 Noncompensatory Processes (cont.) Conjunctive Cutoff point The choice process
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This note was uploaded on 10/04/2011 for the course MAR 3503 taught by Professor Kim,j during the Fall '08 term at University of Central Florida.

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decision_making_2 - Consumer Behavior MAR 3503 Xin He BA-II...

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