Escolar Documentos
Profissional Documentos
Cultura Documentos
N.HODA
BEHAVIOURAL ECONOMIC MODELS
N.HODA
CONTEMPORARY MODELS OF CB
NICOSIA MODEL
FIRM’S ATTITUDE
MESSAGE
ATTRIBUTES CONSUMERS’
EXPOSURE
ATTRIBUTES
SEARCH
EXPERIENCE
EVALUATION
FEEDBACK
MOTIVATION
CONSUMPTION DECISION
STORAGE
FRANCESCO NICOSIA
PURCHASING BEHAVIOUR
Howard-Sheth
Howard-Sheth Model
Model of
of Consumer
Consumer Behavior
Behavior
Motives Attention
Overt Search
Confidence
Stimulus Brand
Brand Comprehension
Ambiguity Comprehension
Motivation Perceptual
Processing Capacity
Encoding
Goal Hierarchy
Memory Search
Attention
External Search
Information
Acquisition and
Evaluation Scanner & Interrupt
Mechanism
Decision Processes
Interrupt
Consumption and Interpretation &
Learning Response
Engle-Kollatt-Blackwell
Engle-Kollatt-Blackwell CB
CB Model
Model
Highlights:
Focus is on the Decision Making Process
MOTIVATION AND
NEED RECOGNITION
SEARCH FOR INFO
ALTERNATIVE
EVALUATION
PURCHASE
OUTCOMES
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CONSUMER BEHAVIOUR RESEARCH
EXPLORATORY CONCLUSIVE
RESEARCH RESEARCH
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GATHERING DATA
OBSERVATION
EXPERIMENTS
SURVEYS
•PERSONAL INTERVIEWS
•MAIL SURVEYS
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MEASURING CONSUMER CHARACTERISTICS
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COGNITIVE MEASURES
MOTIVATION RESEARCH
WAT
TAT
SENTENCE COMPLETION
PROJECTIVE TESTS – WHAT ANOTHER
PERSON WOULD DO?
DEPTH INTERVIEWS
N.HODA
COGNITIVE MEASURES
N.HODA
COGNITIVE MEASURES
LIKERT SCALES
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COGNITIVE MEASURES
SEMANTIC DIFFERENTIALS
HEALTHY _____ _____ _____
UNHEALTHY
EXPENSIVE _____ _____ _____
INEXPENSIVE
SOFT _____ _____ ______
HARD
FRESH _____ _____ ______
STALE
BRAND A B C
N.HODA