Professional Documents
Culture Documents
Customer Decision
Processes
Evaluation
and AChoice
Consumer Behavior:
Framework
John Mowen and Michael Minor
Key Concepts
Consideration set
Alternative
evaluation
Choice processes
High involvement
choice models
Low involvement
choice models
Consumer Decision
Making
Problem recognition
Search
Alternative evaluation
Choice
Postacquisition evaluation
Alternative Perspectives
on Consumer Decision
Decision Making: emphasizes the rational,
Making
information processing approach to decision
making
Experiential Perspective: emphasizes that
consumers are feelers as well as thinkers, that
consumers are symbolic, and that consumers
buy in order to obtain sensations and emotions.
Behavioral Influence: contingencies of the
environment influence behavior, e.g., lighting,
physical arrangement of space, and strong
reinforcers.
Problem Recognition
needs.)
Factors affecting actual state: product depletion,
failure of product to meet expectations.
Factors affecting desired state: goals, aspirations,
and changes of circumstances
Search Behavior
Internal Search
External Search
Alternative Evaluation
High-Involvement Choice
Low-Involvement Choice
A Phased Strategy . . .
Experiential Choice
Processes
Import Tulsa
Arkansas
Kansas
10
Two findings
Some Illustrative
Managerial Applications
Applications continued