Professional Documents
Culture Documents
11-2-2014
Agenda
Introduction
What is decision making ?
Purpose Statement
Introduction
What is a decision ? Selection of opinion between alternatives Influenced by different parameters Internal / External
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Article
Input
Process
Output
Conclusion
Economical
Passive
Emotional
Cognitive
EXAMPLE
EXAMPLE
EXAMPLE
EXAMPLE
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Cognitive Rational
Receptive / Active
Using heuristics
Rank alternatives & Identify best alternative EXAMPLE Fixed budget, all resources available to access information EXAMPLE Tourist market where you dont have any sources of information beforehand
Article Input
Influenced by external parameters (music, lights) EXAMPLE Pass an exam, feeling happy & buying something I deserve it
Decision processor / Rules EXAMPLE Going to several shops to research on cameras/ new items e.g. smart watches
Conclusion
Introduction
Process
Output
Article
Shiv & Fiedorikhin (1999) : Heart and Mind in Conflict : The Interplay of affect and cognition in consumer decision making
ArticlePresentation
mode Real
H1 & H2
Introduction Article Input Process Output Conclusion
Article
H1 : The effect of restricted processing resources on the choice of an affect-laden alternative will be moderated by the presentation mode, with the effect being greater when the presentation is real than when it is symbolic. H2: The effect of restricted processing resources on the choice of an affect-laden alternative will be moderated by consumer impulsivity, the effect being greater with increased levels of consumer impulsivity.
Introduction Article Input Process Output Conclusion
Article - Conclusion
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Input
How can inputs change your perception of a brand? What if the brand is not in your evoked set?
From the point of view of the marketer
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Inputs
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Process
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Discussion
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Output
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Conclusion
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