台大消费者行为cbpostpurhcase.ppt

POST-DECISION PROCESSES第一页，共二十二页。 OverviewPost-Decision DissonanceConsumption BehaviorConsumption ExperiencesPost-Consumption EvaluationsDisposition第二页，共二十二页。 Post-Decision DissonanceDoubts about product choice ??discomfort ??attempts to justify choice through:confirming evidencedenial or minimization of downsidessupport from othersmodification of beliefs Is likely to occur when:there is more than one attractive alternativethe decision is important第三页，共二十二页。 Blackl, iniard, and Engel, Consumer Behavior, Ninth Edition, Copyright? 2001 by Harcourt, Inc. All rights reserveKnowing how many and which consumers fall into the user and nonuser categoriesSize of user market is one indicator of market attractivenessSize of nonuser group speaks to future growth opportunitiesCharacterized along many dimensionsConsumption Behavior 第四页，共二十二页。 Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright? 2001 by Harcourt, Inc. All rights reserved.Entire PopulationUsersNonusersWhere is it consumed??Heavy Users?Moderate Users?Light UsersWhen is it consumed??Usage 1?Usage 2?Situation A?Situation B?Proximity to purchase?Time of dayHow is it consumed?How much is consumed?第五页，共二十二页。 When does Consumption Occur?How much time passes between purchase and consumption?What time of day is product used?When in the year or during which season is product consumed?第六页，共二十二页。 How is the Product Consumed?How is the product prepared?Is it consumed alone or with other products?Is it used as intended or have consumers invented a new use?第七页，共二十二页。 How Much Is Consumed?Consumers may be similar in what they consume, but different in how much they consumeUsage volume segmentation: heavy, moderate, and light usersFirms can encourage consumption or change amount consumed第八页，共二十二页。 Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright? 2001 by Harcourt, Inc. All rights reserved.Consumption BehaviorWhen does Consumption Occur?第九页，共二十二页。 Consumption Experiences: How Does I