Вы находитесь на странице: 1из 4

Nicosia Model of Consumer Decision Processes

Field 1: FROM THE SOURCE OF A MESSAGE TO THE CONSUMERS ATTITUDE Subfield 2 CONSUMERS ATTRIBUTES (especially predisposition)

Subfield 1 FIRMS ATTRIBUTES

MESSAGE EXPOSURE

ATTITUDE

EXPERIENCE SEARCH & EVALUATION

Field 4 FEEDBACK

CONSUMPTION

MOTIVATION

DECISION (Action)

PURCHASE BEHAVIOR

Field 3: Act of Purchase

Nikhil Rao, December 2005

Sheth-Newman-Gross Model

FUNCTIONAL VALUE

CONDITIONAL VALUE

SOCIAL VALUE

CONSUMER CHOICE BEHAVOUR

EMOTIONAL VALUE

EPISTEMIC VALUE

Three Fundamental Propositions are Consumer Choice is a function of multiple consumption values. The consumption values are independent The consumption values makes differential contributions in any given choice situation.

Nikhil Rao, December 2005

DIFFERENTIAL CONTRIBUTIONS A consumer may purchase gold coins as an inflation hedge (functional value), it also gives a sense of security (emotional value) from the investment. Social, Epistemic & Conditional value may have little influence. In contrast, the same consumer may purchase a gold bracelet because it will be admired by those whose taste she respects (social value). The other 4 may have little influence. a) Functional value: Utility acquired from the choices attributes. Reliability, Durability, Price For cars -> Mileage, Speed For A/Cs -> Cooling, power Consumption b) Social Value Positive feeling due to utility acquired as a result of association between choice & specific social group. e.g. if all joggers wear Nike shoes then a new jogger would also like to wear Nike shoes. c) Emotional Value Capacity to stimulate the consumers emotion or feelings e.g. Buying & driving Honda City Excitement of watching Tendulkar at Wankhede Stadium d) Epistemic Value Utility gained due to the ability of choice to generate curiosity, novelty, knowledge e.g. Fanta in water melon, trying out Anchor toothpaste. e) Conditional Value Utility gained due to certain conditions like 1. Time (Kellogs at breakfast) 2. Climate (A/c) 3. Events (Valentines Day cards of Archie)

Nikhil Rao, December 2005

The Multi Attribute Attitude Model


n

AB = Xib
x=1

where

AB = attitude towards Brand B Xib = Consumers belief about Bs performance on Attribute


n= number of attributes considered

MODIFIED

AB = Wi |Ii - Xib |
x=1

where Ii

Wi = Importance attached to attribute i = Consumers Ideal level of performance on attribute i

e.g. Diet Coke => 3 attributes Low Price _ _ I X _ _ _ High Price Sweet taste_ I _ _ _ X _ Bitter taste Low calories I X _ _ _ _ _ High Calories 1 2 3 4 5 6 7

Attribute Price Taste Calories

Importance 15 45 40

Attitude Diet Coke = 15|3-4| + 45 ( |2-6| ) + 40 (|1-2|) = 235 The closer an attitude index is to zero, the better.

Nikhil Rao, December 2005