소비자 행동론 A theory of buyer behavior
- 최초 등록일
- 2010.03.06
- 최종 저작일
- 2010.03
- 9페이지/ MS 파워포인트
- 가격 3,000원
소개글
소비자 행동론 A theory of buyer behavior 발표자료입니다.
목차
1. Major reasons of Howard-Sheth model
2. A brief summary of the theory
3. Four elements of theory
4. A simplified representation
5. Four elements of theory
6. Howard-Sheth model
7. Conclusions
본문내용
Stimulus variables- Commercial (significates, symbolic) / Social
Hypothetical Constructs - Learning (Motives-specific and nonspecific, Brand Potential of Evoked Set, Decision Mediators, Pre-disposition toward the brands, Inhibitors, Satisfaction with the purchase of the brand)
※ Relation among Learning Constructs
- extensive Problem solving : few buyer info, no criteria, no decision
- limited problem solving : set up criteria, no decision, no ensured, adding info
- routinized response behavior : good criteria, good previous info & experience - Perceptual (Sensitivity to Information, Perceptual Bias, Search for Information)
참고 자료
A Theory of Buyer Behavior
John A. Howard and Jagdish N. Sheth