chapter16 方案評估與選擇

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Chapter16 . 99353038 . 16-1 . 16-1 . rational choice theory bounded rationality . . - PowerPoint PPT Presentation

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Chapter16

Chapter16
99353038

16-1

16-1
rational choice theorybounded rationality

consummatory motivesinstrumental motives


http://www.youtube.com/watch?v=sfKKvXX5HSk&feature=related


:sony:SAMSUNG

sonySAMSUNGsony


attribute-based choiceattitude-base choice




16-2

16-2
evaluative criteria





1. 2.


projective techniques- perceptual mapping- =


perceptual mapping


conjoint analysis

49.999.9

16-3


sensory discrimination


surrogate indicator
Made in china
Made in Japan





predictive valueconfidence value



$
usage situation
competitive context
advertising effects



blind tests

16-4

Decision Rules for Attribute-Based Choices

16-4


conjunctive decision rule



disjunctive decision rule


elimination-by-aspects decision rule


lexicographic decision



compensatory decision rule
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