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本章重点考点
Decision making process
-Information search
-Evaluation
-Decision rules
Perceptual process过程：
-Perception，stimulus，attention
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1.Information search
定义：Information search is the process of gathering information for the purpose
of creating a set of consideration alternatives
类别：
Internal search内部搜索：
-First step in information gathering
-Memory and personal experiences
External search 外部搜索
-Pre-purchase research (if internal search fails to solve the problem)
-例子：广告，好评，官网
-通过有关的外部stimulus解决问题
1.2 Types of information source
Internal sources are used most often (habitual decision making).
-Information from past searches or personal experience are stored in memeory
External source include：
-personal ：freinds family
-independent：consumer groups
-marketing：advertising， websites， staff
-expereintial：trial and inspection
补充：Ongoing (exploratory) search
定义：Search without specific problems
例子：关注淘宝账号，收集衣服款式信息
目的:Enjoyment and information gathring
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1.3 为什么需要Information search
-Economics of information:
Assumes consumers will gather as much data as needed to make an
informed decision.
-Variety seeking
Continue until the value of additional information exceeds the cost of
gathering it
1.4 影响收集信息的因素：Information gathering is influenced by
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1.4.1 影响收集信息的因素：Information gathering is influenced by
Sources of information
Source credibility is crucial to preference construction
Credibility is the degree of belief in the accuracy and completeness
of information.
Amount of search
Information search is costly in terms of physical and cognitive effort.
Consumers have limited resources and ability to process information
Two objectives (at least):
1. Maximise utility (decision accuracy)
2.Minimise effort (seach cost)
Trade-off between 1 and 2 is called “satisficing” behaviour
Processing capacity
Consumers vary in their ability to process information. In most cases consumer
will not be able to process more than 3-5 separate pieces of information at a time
Consumers make poorer choices, or stop searching, with greater amounts of
information available (Threshold effects)
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1.4.2 影响收集信息程度的因素：The extent of the search depends on:
-Market characteristics市场特诊
Number of alternatives：选择性多少 more choice more search
Price variations (potential savings benefit from effective search)价格
Product variability (potential attribute benefits from effective search)品质
Store distribution (greater physical distance increases search costs)购买点
Information availability
-The product itself产品本身
Price：价格高，搜索多
Differentiaion：差异大，搜索多
Positive products：产品态度
-The consumer as an individual 消费者本身
Learning and experience 学识高，低搜索
Shopping orientation
Social status
Demographic
Product invovlment
Perceived risk
-The situation or context消费环境
Time constraints (increase the amount of information that must be processed in a given time frame)
Physical surrounding，social surrouding
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In the awareness set
（Evoked set, inept set & inert set)
Not in the evoked set
Nominal Decision Making Maintenance strategy
特点:Habitual purchases and familiar
brands
方法：Reminder or reinforcement
Disrupt strategy
特点：The brand is not in consumer’s mind.
Disrupt the habitual decision pattern
方法：Attention attracting advertising
Limited Decisions Making Capture strategy
特点：Brands are evaluated on only a
few criteria，不是一个忠诚的客户
方法：POP , Capture large share
Intercept Strategy
特点：similar to capture strategy except
that our brand is not in the evoked set
方法：Attract attention and intercept
consumers during their limited information
search
Extended Decision Making Preference strategy
特点： Brands are evaluated on many
criteria
方法：Structure an information
campaign that will result in strong
preference
Acceptance strategy
特点：similar to preference strategy except
that our brand is not in the evoked set
方法：Attract attention and motivate
consumers to learn about our brand
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2. What is alternative evaluation 替代评估
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2.1 What is alternative evaluation 替代评估
理性决策 （Rational Choice Theory）
- Related to the decision rules for attribute-based
Choices)
（Bounded Rationality）
- 决策受到你处理信息的能力限制或约束。例如时 间限制，复杂信息。
- 认知吝啬鬼 （cognitive misers）也与有限理性有关，人们在进行决策的时候，
为了尽力保存认知能量，总是想法采用心理捷径。个体经常依赖简单有效的策略
评估信息并作出决策
理性决策 有限性决策
理性的人 合理的人
知道所有信息 知道部分信息
所有方案可评估 环境不确定
追求最好方案 追求满意
可接触到所有的信息 无法取得所有的信息
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2.2 Evaluation criteria
定义：Evalaution criteria就是评判标准
种类：Tangible 有形的 （可触摸的）
Intangible 无形的 （不可触摸的)
如何决定使用哪种criteria
Direct method (直接方法): 包括询问消费者他们在特定购 买中使用的标准
Indirect method (间接方法): 假设消费者不会或不能陈述 他们的评价标准
- 投射技术（间接) projective techniques: 当消费者无法告诉你他们的标准
时，marketer可以用其他消费者给出的标准，套在他们的身
-Perceptual mapping （感知映射）：在不考虑任何评估标准的情况下判断
一个品牌与其竞争对手的相似程度。可以根据不同的评价标准和营销努力
了解品牌的定位
如何判断不同品牌criteria的表现（下一页PPT）
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2.2 Evaluation criteria
2.2.1衡量不同criteria表现
Measurement of evaluation criteria
-Semantic differential scales （SDS）语义
差异量表
- Likert scales （和SDS很像，但是更加的in
to the details）李克特量表
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2.2 Evaluation criteria
2.2.2衡量不同criteria重要程度
Measurement of evaluation criteria
-Constant sum scale 恒和刻度
- Conjoint analysis 联合分析 （后面PPT）
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3. Individual judegemnt
关于人们如何对问题进行敏锐的判断，以及了解对营销人员的影响
个人判断的准确性 （Accuracy of Individual Judgments） - 感官辨别力
（sensory discrimination）： 个人分辨2个类似刺激物（任何东
西、产品、广告）的能力。Eg. 百事可乐和可口可乐，人们是否能够在不向
他们展示品牌的情况下分辨出这2种产品的区别。(blind test)
- 盲测目的：这种测试使营销人员能够 评估产品的功能特性，并确定与某
一竞争对手相比是否有明显的差异；使营销人员能够评估产品的功能特
性，并确定是否已经获得了与某一特定竞争者的明显区别。营销者也可
能想影响消费者使用的评价标准清单。
- Just Noticeable Difference (JND) 明显差异 - 这是2个事物之间的差异可以
被注意到的阈值 (阈值是指人们是否能注意到差异的界限)。
difference below JND --人们很难注意到这种差异。
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例题：
A : Price is more important than quality
B : Consumers are brand loyer
C ：The reduction in product weight had not reached the JND
D : The product weight is not a important criteria
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3. 1 Individual judegemnt
Use of Surrogate Indicators
- 一个属性用来代表或表示另一个属性（例如，价格、品牌名称），它提供了关于缺失属性的信息.
- Eg. Quality is a non-accessible, (质量是一种不可触及的东西) the quality is come from
experience. so, as a customer instead of access quality, we use some other factors to indicate
quality, such as price and brand name. 总而言之：quality = price, brand name，country of
origin。
There are 2 conditions for to use SI:
- Predictive value 预测价值 （high): 消费者认为一个属性是另一个属性的准确预测者。
- Confidence value 信心值 (hight): 是指在使用代用指标来分辨差异选项的能力或信心
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4. Decision rules
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– Conjunctive rule
• Minimum acceptable level set for each attribute设定最低值
• Brand is acceptable if it meets or exceeds the minimum level for each
attribute 等于或者大于最低值就可以接受
– Same idea as EBA, but choice must meet criteria on
all attributes; also there may be more than one
acceptable option left at the end of the process可能有多个可接受的产品
消费者用这个decision rule会说：I will consider all (or I'll buy the first) brands
that are all right on the attributes I think are important'
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– Disjunctive rule
• Minimum acceptable level set for each important
attribute (often fairly high)
• Brand is acceptable if it meets or exceeds the
minimum level for at least one key attribute
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– Elimination by Aspects rule
• Minimum acceptable level set for each attribute
• Attributes are ranked from most to least important
• Brands that meet or exceed the minimum level of the
most important attribute are then evaluated on the next
most important attribute; process continues until one
brand remains.
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The lexicographic decision rule
定义：requires the consumer to rank the criteria in order
of importance. The consumer then selects the brand that
performs best on the most important attribute. If two or
more brands tie on this attribute, they are evaluated on
the second-most-important attribute. This continues
through the attributes until one brand outperforms the
others.
消费者说'I want to get the brand that does best on the
attribute of most importance to me.
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non compensatory decision rule
定义：very good performance on one evaluative criterion
cannot compensate for poor performance on another
evaluative criterion.
compensatory decision rule
定义：the brand that rates highest on the sum of the
consumer‘s judgments of the relevant evaluative criteria
will be chosen.
重点weakness on one attribute can be offset by strength
on another
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例题
Elimination 和Lexicographic rules
Elimination：价格第一重要，LG和Apple被排除，低于3
size第二重要，Sony被排除
Use 第三重要，Nokia和Samsung被排除，唯一剩下Motorola
Lexicographci rule：Price第一重要，Sony是分数最高的，因为best performance on most
important criteria
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4. Decision rules例题
The product must meet the min. requirements on each of the evaluation criteria, then the
consumer from target
market will use/select. The decision is made based on the ________ decision rule.
A. Lexicographic
B. Conjunctive
C. Elimination-by-aspects
D. disjunctive
Low-involvement purchase tend to related the following decision rule(s),
A. Lexicographic
B. Conjunctive
C. Elimination-by-aspects
D. disjunctive
E. Compensatory
G. A, B, C & D
F. All of the above
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Wee3 知识点复习
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Stimulus
定义:
An object or an event in the external environment becomes a stimulus when it comes into contact with the
consumer’s sense organs
例子：
灯光---眼睛
味道-嘴巴
stimulus强度决定因素
•Size and intensity
•Col'our and movement
• Position
• Isolation
• Format
• Contrast
• Compressed messages
• Information quantity—information overload
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Attention
Consumers become accustomed to, and can filter out, expected stimuli
JND is the minimum change in stimulus required for consumers to notice
Weber's law: the larger the initial stimulus, the bigger the JND
Sensation and perception
Sensation定义：The immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli
such as light, colour, sound, odours, and textures
perception定义：The process by which sensations are selected, organised, and interpreted
Perception is the interpretation and organisation of sensations. It is the
process of
-Creating meaningful patterns of experience
-Integrating present information with previous memories
-Translating sensory stimulation into information
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Perceptual Process 过程
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广告的影响
External stimuli, or sensory inputs, can be received on a number of different channels
Inputs picked up by our five senses are the raw data that begin the perceptual process.
Hedonic Consumption:
• The multi-sensory, fantasy, and emotional aspects of consumers’ interactions with
products
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广告对于视觉的影响
Sensory system ： Vision
Marketers rely heavily on visual elements in advertising, store design,
and packaging.
Meanings are communicated on the visual channel through a product’s
colour, size, and styling.
Colours may influence our emotions more directly. • Arousal and stimulated appetite (e.g. red)
• Relaxation (e.g. blue)
Some reactions to colour come from learned associations.
• e.g. Black is associated with mourning in Australia, whereas white is associated
with mourning in Japan.
• Some reactions to colour are due to biological and cultural differences.
• e.g. Women tend to be drawn to brighter tones and are more sensitive to subtle
shadings and patterns
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广告对于气味的影响
Sensory Systems: Smell
• Odours can stir emotions or create a calming feeling.
• Some responses to scents result from early associations that call up
good or bad feelings.
• Marketers are finding ways to use smell:
• Scented clothes
• Scented stores
• Scented cars and planes
• Scented household products
• Scented advertisements
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广告对于听觉的影响
Sensory Systems: Sound
• Advertising jingles create brand awareness.
• Background music creates desired moods.
• Sound affects people’s feelings and behaviours.
• Muzak uses a system it calls “stimulus progression” to increase the
normally slower tempo of workers during mid-morning and mid-afternoon
time slots
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广告对于触觉的影响
Sensory Systems: Touch
• Relatively little research has been done on the effects of tactile
stimulation on the consumer, but common observation tells us that this
sensory channel is important.
• People associate textures of fabrics and other surfaces with product
quality.
• Perceived richness or quality of the
material in clothing is linked to its “feel,”
whether rough or smooth
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Perception （感知）
the process by which we notice, attend to and interpret the stimuli-objects,
messages and events-that we encounter in the world around us
information processing （信息加工）
a series of interlinked activities by which stimuli are transformed into
information and stored
Stages:
（1) Exposure
（2) Attention
（3) Interpretation
• Comprehension
• Acceptance
（4) Retention/ Memory
• The first three stages comprise Perception.
• Processes are interactive and not linear. 过程是互动的
Perception process
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广告对于味觉的影响
Sensory Systems: Taste
• Taste receptors contribute to our experience of many products.
• Specialised companies called “flavour houses” are constantly developing
new concoctions to please the changing palates of consumers.
• Changes in culture also determine the tastes we find desirable
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Perception （感知）
the process by which we notice, attend to and interpret the stimuli-objects,
messages and events-that we encounter in the world around us
information processing （信息加工）
a series of interlinked activities by which stimuli are transformed into
information and stored
Stages:
（1) Exposure
（2) Attention
（3) Interpretation
• Comprehension
• Acceptance
（4) Retention/ Memory
• The first three stages comprise Perception.
• Processes are interactive and not linear. 过程是互动的
Perception process
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一.Exposure
occurs when a stimulus comes within range of a person's sensory receptors
举例：stimuls比如广告(图片或者声音）传到你的感知接收器（sensory
receptors）比如声音进入听觉，图片进入视觉
二. attention
occurs when a stimulus activates one or more sensory receptor nerves and
the resulting sensations go to the brain for processing
感官接收器把sensations（视觉/听觉） 传输到到大脑进行分析
三.Interpretation
the assignment of meaning to sensations
解释收到的sensations
四.Memory
how the meanings given to perceptual sensations are recorded as
information, either for short-term use or longer term storage
对于解释的sensations的信息储存，长期或者短期
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Stage 1.Exposure
定义：occurs when a stimulus comes within range of a person's sensory receptors
种类：Deliberate（有意曝光） vs random（偶然曝光）
知觉防御Perceptual defense
-selective perception
-selective exposure
the process by which individuals deliberately seek out exposure to
certain stimuli and avoid exposure to others
Zapping：Shifting channels during commercials
Zipping ：Fast-forwarding during commercials on recorded programs
Muting ：Turning the sound off during commercials
-selective retention：选择性保留，已经感知完这个东西，我们可以选择不记住它
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1.1 Exposure
增加消费者暴露的策略：
首先：capable of perceiving会决定exposure
absolute threshold： the lowest level of stimulation necessary for detection
by a person's sensory receptors
其次
如何让消费者exposure to stimulus
对于marketer来说：promotional channels 和distribution channels很重要
Promotional channels：magazines, television programs, events
distribution channels： department stores, newsagents
Specific stimulus：only one stimulus
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1.2Attention
Attention
• Selective attention:
• Threshold sensitivity is different for different stimuli.
• Priority of goals alters the threshold sensitivity to the relevant stimuli.
• E.g.: Hunger increases sensitivity for taste and smell of food (i.e.: it lowers the attention
threshold).
• Involuntary attention:
• Consumers are limited in their ability to concentrate attention of a single task.
Attention jumps from stimulus to stimulus.
• Relation to sensory adaptation (e.g.: eye)?
• Attention can also be captured by highly salient
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Stage 2. Attention
Attention = allocation of processing capacity to incoming stimuli.
– Dimensions:
• Focus: what are you paying attention to? （专注于什么）
• Intensity: how closely are you paying attention to it? （专注度有多高）
Factors: 影响注意力的因素
– Stimulus：参考P4页PPT
– Individual：Interests and motivations influence our perceptual vigilance for stimuli.
• Interest: golfers will notice a billboard for a golf-club more than non_x0002_golfers.
• Motivation: you more likely to notice fast-food ads if you are hungry.
– Situation （影响attention的因素分为）
• Involvement
• Non-focused attention
• Hemispheric lateralisation
• 'Subliminal' messages
• Largely ineffectual
• Illegal
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三. Determinants of Interpretation
The assignment of meaning to sensations 两种interpretation
Cognitive interpretation – process whereby stimuli are placed into
existing categories of meaning用现有的认知诠释stimulus
优势：就算marketer不做推向，也容易记住这些stimuls，是深入的认知
Affective interpretation – the emotional or feeling response triggered by
a stimulus such as an ad 刺激物引发的情感
劣势：一般需要marketer做推广，才能够想起来stuimuls
小测2
主讲人：Healy
关 于 我 们
感 谢 信 任
启明教育（Qiming Education）成立于2019年，旨在为留学生做最好
的辅导和帮助。
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再次感谢同学选择启明教育（Qiming Education）！
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本章重点考点
Decision making process
-Information search
-Evaluation
-Decision rules
Perceptual process过程：
-Perception，stimulus，attention
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1.Information search
定义：Information search is the process of gathering information for the purpose
of creating a set of consideration alternatives
类别：
Internal search内部搜索：
-First step in information gathering
-Memory and personal experiences
External search 外部搜索
-Pre-purchase research (if internal search fails to solve the problem)
-例子：广告，好评，官网
-通过有关的外部stimulus解决问题
1.2 Types of information source
Internal sources are used most often (habitual decision making).
-Information from past searches or personal experience are stored in memeory
External source include：
-personal ：freinds family
-independent：consumer groups
-marketing：advertising， websites， staff
-expereintial：trial and inspection
补充：Ongoing (exploratory) search
定义：Search without specific problems
例子：关注淘宝账号，收集衣服款式信息
目的:Enjoyment and information gathring
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1.3 为什么需要Information search
-Economics of information:
Assumes consumers will gather as much data as needed to make an
informed decision.
-Variety seeking
Continue until the value of additional information exceeds the cost of
gathering it
1.4 影响收集信息的因素：Information gathering is influenced by
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1.4.1 影响收集信息的因素：Information gathering is influenced by
Sources of information
Source credibility is crucial to preference construction
Credibility is the degree of belief in the accuracy and completeness
of information.
Amount of search
Information search is costly in terms of physical and cognitive effort.
Consumers have limited resources and ability to process information
Two objectives (at least):
1. Maximise utility (decision accuracy)
2.Minimise effort (seach cost)
Trade-off between 1 and 2 is called “satisficing” behaviour
Processing capacity
Consumers vary in their ability to process information. In most cases consumer
will not be able to process more than 3-5 separate pieces of information at a time
Consumers make poorer choices, or stop searching, with greater amounts of
information available (Threshold effects)
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1.4.2 影响收集信息程度的因素：The extent of the search depends on:
-Market characteristics市场特诊
Number of alternatives：选择性多少 more choice more search
Price variations (potential savings benefit from effective search)价格
Product variability (potential attribute benefits from effective search)品质
Store distribution (greater physical distance increases search costs)购买点
Information availability
-The product itself产品本身
Price：价格高，搜索多
Differentiaion：差异大，搜索多
Positive products：产品态度
-The consumer as an individual 消费者本身
Learning and experience 学识高，低搜索
Shopping orientation
Social status
Demographic
Product invovlment
Perceived risk
-The situation or context消费环境
Time constraints (increase the amount of information that must be processed in a given time frame)
Physical surrounding，social surrouding
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In the awareness set
（Evoked set, inept set & inert set)
Not in the evoked set
Nominal Decision Making Maintenance strategy
特点:Habitual purchases and familiar
brands
方法：Reminder or reinforcement
Disrupt strategy
特点：The brand is not in consumer’s mind.
Disrupt the habitual decision pattern
方法：Attention attracting advertising
Limited Decisions Making Capture strategy
特点：Brands are evaluated on only a
few criteria，不是一个忠诚的客户
方法：POP , Capture large share
Intercept Strategy
特点：similar to capture strategy except
that our brand is not in the evoked set
方法：Attract attention and intercept
consumers during their limited information
search
Extended Decision Making Preference strategy
特点： Brands are evaluated on many
criteria
方法：Structure an information
campaign that will result in strong
preference
Acceptance strategy
特点：similar to preference strategy except
that our brand is not in the evoked set
方法：Attract attention and motivate
consumers to learn about our brand
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2. What is alternative evaluation 替代评估
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2.1 What is alternative evaluation 替代评估
理性决策 （Rational Choice Theory）
- Related to the decision rules for attribute-based
Choices)
（Bounded Rationality）
- 决策受到你处理信息的能力限制或约束。例如时 间限制，复杂信息。
- 认知吝啬鬼 （cognitive misers）也与有限理性有关，人们在进行决策的时候，
为了尽力保存认知能量，总是想法采用心理捷径。个体经常依赖简单有效的策略
评估信息并作出决策
理性决策 有限性决策
理性的人 合理的人
知道所有信息 知道部分信息
所有方案可评估 环境不确定
追求最好方案 追求满意
可接触到所有的信息 无法取得所有的信息
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2.2 Evaluation criteria
定义：Evalaution criteria就是评判标准
种类：Tangible 有形的 （可触摸的）
Intangible 无形的 （不可触摸的)
如何决定使用哪种criteria
Direct method (直接方法): 包括询问消费者他们在特定购 买中使用的标准
Indirect method (间接方法): 假设消费者不会或不能陈述 他们的评价标准
- 投射技术（间接) projective techniques: 当消费者无法告诉你他们的标准
时，marketer可以用其他消费者给出的标准，套在他们的身
-Perceptual mapping （感知映射）：在不考虑任何评估标准的情况下判断
一个品牌与其竞争对手的相似程度。可以根据不同的评价标准和营销努力
了解品牌的定位
如何判断不同品牌criteria的表现（下一页PPT）
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2.2 Evaluation criteria
2.2.1衡量不同criteria表现
Measurement of evaluation criteria
-Semantic differential scales （SDS）语义
差异量表
- Likert scales （和SDS很像，但是更加的in
to the details）李克特量表
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2.2 Evaluation criteria
2.2.2衡量不同criteria重要程度
Measurement of evaluation criteria
-Constant sum scale 恒和刻度
- Conjoint analysis 联合分析 （后面PPT）
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3. Individual judegemnt
关于人们如何对问题进行敏锐的判断，以及了解对营销人员的影响
个人判断的准确性 （Accuracy of Individual Judgments） - 感官辨别力
（sensory discrimination）： 个人分辨2个类似刺激物（任何东
西、产品、广告）的能力。Eg. 百事可乐和可口可乐，人们是否能够在不向
他们展示品牌的情况下分辨出这2种产品的区别。(blind test)
- 盲测目的：这种测试使营销人员能够 评估产品的功能特性，并确定与某
一竞争对手相比是否有明显的差异；使营销人员能够评估产品的功能特
性，并确定是否已经获得了与某一特定竞争者的明显区别。营销者也可
能想影响消费者使用的评价标准清单。
- Just Noticeable Difference (JND) 明显差异 - 这是2个事物之间的差异可以
被注意到的阈值 (阈值是指人们是否能注意到差异的界限)。
difference below JND --人们很难注意到这种差异。
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例题：
A : Price is more important than quality
B : Consumers are brand loyer
C ：The reduction in product weight had not reached the JND
D : The product weight is not a important criteria
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3. 1 Individual judegemnt
Use of Surrogate Indicators
- 一个属性用来代表或表示另一个属性（例如，价格、品牌名称），它提供了关于缺失属性的信息.
- Eg. Quality is a non-accessible, (质量是一种不可触及的东西) the quality is come from
experience. so, as a customer instead of access quality, we use some other factors to indicate
quality, such as price and brand name. 总而言之：quality = price, brand name，country of
origin。
There are 2 conditions for to use SI:
- Predictive value 预测价值 （high): 消费者认为一个属性是另一个属性的准确预测者。
- Confidence value 信心值 (hight): 是指在使用代用指标来分辨差异选项的能力或信心
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4. Decision rules
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– Conjunctive rule
• Minimum acceptable level set for each attribute设定最低值
• Brand is acceptable if it meets or exceeds the minimum level for each
attribute 等于或者大于最低值就可以接受
– Same idea as EBA, but choice must meet criteria on
all attributes; also there may be more than one
acceptable option left at the end of the process可能有多个可接受的产品
消费者用这个decision rule会说：I will consider all (or I'll buy the first) brands
that are all right on the attributes I think are important'
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– Disjunctive rule
• Minimum acceptable level set for each important
attribute (often fairly high)
• Brand is acceptable if it meets or exceeds the
minimum level for at least one key attribute
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– Elimination by Aspects rule
• Minimum acceptable level set for each attribute
• Attributes are ranked from most to least important
• Brands that meet or exceed the minimum level of the
most important attribute are then evaluated on the next
most important attribute; process continues until one
brand remains.
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The lexicographic decision rule
定义：requires the consumer to rank the criteria in order
of importance. The consumer then selects the brand that
performs best on the most important attribute. If two or
more brands tie on this attribute, they are evaluated on
the second-most-important attribute. This continues
through the attributes until one brand outperforms the
others.
消费者说'I want to get the brand that does best on the
attribute of most importance to me.
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non compensatory decision rule
定义：very good performance on one evaluative criterion
cannot compensate for poor performance on another
evaluative criterion.
compensatory decision rule
定义：the brand that rates highest on the sum of the
consumer‘s judgments of the relevant evaluative criteria
will be chosen.
重点weakness on one attribute can be offset by strength
on another
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例题
Elimination 和Lexicographic rules
Elimination：价格第一重要，LG和Apple被排除，低于3
size第二重要，Sony被排除
Use 第三重要，Nokia和Samsung被排除，唯一剩下Motorola
Lexicographci rule：Price第一重要，Sony是分数最高的，因为best performance on most
important criteria
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4. Decision rules例题
The product must meet the min. requirements on each of the evaluation criteria, then the
consumer from target
market will use/select. The decision is made based on the ________ decision rule.
A. Lexicographic
B. Conjunctive
C. Elimination-by-aspects
D. disjunctive
Low-involvement purchase tend to related the following decision rule(s),
A. Lexicographic
B. Conjunctive
C. Elimination-by-aspects
D. disjunctive
E. Compensatory
G. A, B, C & D
F. All of the above
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Wee3 知识点复习
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Stimulus
定义:
An object or an event in the external environment becomes a stimulus when it comes into contact with the
consumer’s sense organs
例子：
灯光---眼睛
味道-嘴巴
stimulus强度决定因素
•Size and intensity
•Col'our and movement
• Position
• Isolation
• Format
• Contrast
• Compressed messages
• Information quantity—information overload
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Attention
Consumers become accustomed to, and can filter out, expected stimuli
JND is the minimum change in stimulus required for consumers to notice
Weber's law: the larger the initial stimulus, the bigger the JND
Sensation and perception
Sensation定义：The immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli
such as light, colour, sound, odours, and textures
perception定义：The process by which sensations are selected, organised, and interpreted
Perception is the interpretation and organisation of sensations. It is the
process of
-Creating meaningful patterns of experience
-Integrating present information with previous memories
-Translating sensory stimulation into information
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Perceptual Process 过程
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广告的影响
External stimuli, or sensory inputs, can be received on a number of different channels
Inputs picked up by our five senses are the raw data that begin the perceptual process.
Hedonic Consumption:
• The multi-sensory, fantasy, and emotional aspects of consumers’ interactions with
products
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广告对于视觉的影响
Sensory system ： Vision
Marketers rely heavily on visual elements in advertising, store design,
and packaging.
Meanings are communicated on the visual channel through a product’s
colour, size, and styling.
Colours may influence our emotions more directly. • Arousal and stimulated appetite (e.g. red)
• Relaxation (e.g. blue)
Some reactions to colour come from learned associations.
• e.g. Black is associated with mourning in Australia, whereas white is associated
with mourning in Japan.
• Some reactions to colour are due to biological and cultural differences.
• e.g. Women tend to be drawn to brighter tones and are more sensitive to subtle
shadings and patterns
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广告对于气味的影响
Sensory Systems: Smell
• Odours can stir emotions or create a calming feeling.
• Some responses to scents result from early associations that call up
good or bad feelings.
• Marketers are finding ways to use smell:
• Scented clothes
• Scented stores
• Scented cars and planes
• Scented household products
• Scented advertisements
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广告对于听觉的影响
Sensory Systems: Sound
• Advertising jingles create brand awareness.
• Background music creates desired moods.
• Sound affects people’s feelings and behaviours.
• Muzak uses a system it calls “stimulus progression” to increase the
normally slower tempo of workers during mid-morning and mid-afternoon
time slots
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广告对于触觉的影响
Sensory Systems: Touch
• Relatively little research has been done on the effects of tactile
stimulation on the consumer, but common observation tells us that this
sensory channel is important.
• People associate textures of fabrics and other surfaces with product
quality.
• Perceived richness or quality of the
material in clothing is linked to its “feel,”
whether rough or smooth
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Perception （感知）
the process by which we notice, attend to and interpret the stimuli-objects,
messages and events-that we encounter in the world around us
information processing （信息加工）
a series of interlinked activities by which stimuli are transformed into
information and stored
Stages:
（1) Exposure
（2) Attention
（3) Interpretation
• Comprehension
• Acceptance
（4) Retention/ Memory
• The first three stages comprise Perception.
• Processes are interactive and not linear. 过程是互动的
Perception process
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广告对于味觉的影响
Sensory Systems: Taste
• Taste receptors contribute to our experience of many products.
• Specialised companies called “flavour houses” are constantly developing
new concoctions to please the changing palates of consumers.
• Changes in culture also determine the tastes we find desirable
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Perception （感知）
the process by which we notice, attend to and interpret the stimuli-objects,
messages and events-that we encounter in the world around us
information processing （信息加工）
a series of interlinked activities by which stimuli are transformed into
information and stored
Stages:
（1) Exposure
（2) Attention
（3) Interpretation
• Comprehension
• Acceptance
（4) Retention/ Memory
• The first three stages comprise Perception.
• Processes are interactive and not linear. 过程是互动的
Perception process
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一.Exposure
occurs when a stimulus comes within range of a person's sensory receptors
举例：stimuls比如广告(图片或者声音）传到你的感知接收器（sensory
receptors）比如声音进入听觉，图片进入视觉
二. attention
occurs when a stimulus activates one or more sensory receptor nerves and
the resulting sensations go to the brain for processing
感官接收器把sensations（视觉/听觉） 传输到到大脑进行分析
三.Interpretation
the assignment of meaning to sensations
解释收到的sensations
四.Memory
how the meanings given to perceptual sensations are recorded as
information, either for short-term use or longer term storage
对于解释的sensations的信息储存，长期或者短期
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Stage 1.Exposure
定义：occurs when a stimulus comes within range of a person's sensory receptors
种类：Deliberate（有意曝光） vs random（偶然曝光）
知觉防御Perceptual defense
-selective perception
-selective exposure
the process by which individuals deliberately seek out exposure to
certain stimuli and avoid exposure to others
Zapping：Shifting channels during commercials
Zipping ：Fast-forwarding during commercials on recorded programs
Muting ：Turning the sound off during commercials
-selective retention：选择性保留，已经感知完这个东西，我们可以选择不记住它
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1.1 Exposure
增加消费者暴露的策略：
首先：capable of perceiving会决定exposure
absolute threshold： the lowest level of stimulation necessary for detection
by a person's sensory receptors
其次
如何让消费者exposure to stimulus
对于marketer来说：promotional channels 和distribution channels很重要
Promotional channels：magazines, television programs, events
distribution channels： department stores, newsagents
Specific stimulus：only one stimulus
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1.2Attention
Attention
• Selective attention:
• Threshold sensitivity is different for different stimuli.
• Priority of goals alters the threshold sensitivity to the relevant stimuli.
• E.g.: Hunger increases sensitivity for taste and smell of food (i.e.: it lowers the attention
threshold).
• Involuntary attention:
• Consumers are limited in their ability to concentrate attention of a single task.
Attention jumps from stimulus to stimulus.
• Relation to sensory adaptation (e.g.: eye)?
• Attention can also be captured by highly salient
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Stage 2. Attention
Attention = allocation of processing capacity to incoming stimuli.
– Dimensions:
• Focus: what are you paying attention to? （专注于什么）
• Intensity: how closely are you paying attention to it? （专注度有多高）
Factors: 影响注意力的因素
– Stimulus：参考P4页PPT
– Individual：Interests and motivations influence our perceptual vigilance for stimuli.
• Interest: golfers will notice a billboard for a golf-club more than non_x0002_golfers.
• Motivation: you more likely to notice fast-food ads if you are hungry.
– Situation （影响attention的因素分为）
• Involvement
• Non-focused attention
• Hemispheric lateralisation
• 'Subliminal' messages
• Largely ineffectual
• Illegal
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三. Determinants of Interpretation
The assignment of meaning to sensations 两种interpretation
Cognitive interpretation – process whereby stimuli are placed into
existing categories of meaning用现有的认知诠释stimulus
优势：就算marketer不做推向，也容易记住这些stimuls，是深入的认知
Affective interpretation – the emotional or feeling response triggered by
a stimulus such as an ad 刺激物引发的情感
劣势：一般需要marketer做推广，才能够想起来stuimuls
