Stages of Consumer Decision Making
Engel Blackwell Kollat Model
Problem recognition
Information search
Evaluation of alternatives
Purchase desicion
Post purchase behavior
Explain the categories of products
Groceries
Frequently
low involvement
cheap
simplified decisions
Electronics
less frequent
high involvement
expensive
complicated decisions
Intermediate
Clothing
Describe the Information Search Diagram
Two kind of sources
two stage vs three stage model
two stage
Screening Phase
In Depth Comparison Phase
Examples
Hostel World und andere Auswahlseiten
Three stage
Orientation
Evaluation
Verification
Decision Strategies
Process, which consumers follow when choosing a product
consumers often mix strategies
Welche Arten von Decision Strategies gibt es?
LEX
alternative with best attribute level on most important attribute
EBA (Elimination by Aspects)
elimanite alternatives with the worst attributes
SAT (Satisficing Heuristic)
alternatives are considered from left to right
and with unaccepted levels
wählt die Alternative die ausreichen
COM (Compatibility Test)
Es wird ausgeschlossen was im Vergleich am schlechtesten ist
Das nehmen was übrig belibt
DOM (Dominance Strategy)
Das wählen, was alle anderen Dominiert
Was wird hier für eine Strategie genutzt?
EBA
Choice by Pure Strategies
If several strategies map to the same alterntive, we call that an ambigious mapping
Mixed Strategies
Es ist auch möglich die Strategien zu mixen
Post Purchase
Consumer Satisfaction
the Feeling a person has about a product after it has been purchased
Post Purchase Evaluation
Last changed8 months ago
