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 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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