chapter16 方案評估與選擇
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Chapter16 方案評估與選擇. 報告者：蔡毓庭 99353038 指導教授：胡凱傑. 16-1 消費者如何抉擇. 16-1 消費者如何抉擇. 理性抉擇理論（ rational choice theory ） －假設消費者為理性 －認為決策過程首要任務是找出最佳抉擇，決策者 蒐集各個方案的屬性相關資訊，分別賦予某個價 值，再運用適當的決策規則，即可獲得最佳抉擇。 有限理性（ bounded rationality ） －消費者的抉擇，是配合當時的情境來建構決策 過程。. 情感性抉擇. - PowerPoint PPT PresentationTRANSCRIPT
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
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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
b=bWi=iBib=bin=
30425410253103205100
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