2024年5月2日发(作者：华为荣耀平板5怎么样)

Complex Buying Behavior（复杂型购买行为）

Consumers undertake complex buying behavior when they are highly involved in

a purchase and perceive significant differences among brands. Consumers may be

highly involved when the product is expensive, risky, purchased infrequently, and

highly self-expressive. Typically, the consumer has much to learn about the product

category. For example, a personal computer buyer may not know what attributes to

consider.

Four Types of Buying Behavior

Source: Adapted from Henry Assael, Consumer Behavior and Marketing Action (Boston:

Kent Publishing Company, 1987), p. 87. Copyright © 1987 by Wadsworth, Inc. Printed by

permission of Kent Publishing Company, a division of Wadsworth, Inc.

This buyer will pass through a learning process, first developing beliefs about the

product, then attitudes, and then making a thoughtful purchase choice. Marketers of

high-involvement products must understand the information-gathering and evaluation

behavior of high-involvement consumers. They need to help buyers learn about

product-class attributes and their relative importance, and about what the company's

brand offers on the important attributes. Marketers need to differentiate their brand's

features, perhaps by describing the brand's benefits using print media with long copy.

They must motivate store salespeople and the buyer's acquaintances to influence the

final brand choice.

4.4.2. Dissonance-Reducing Buying Behavior（和谐型购买行为）

Dissonance-reducing buying behavior occurs when consumers are highly

involved with an expensive, infrequent, or risky purchase, but see little difference

among brands. For example, consumers buying carpeting may face a

high-involvement decision because carpeting is expensive and self-expressive. Yet

buyers may consider most carpet brands in a given price range to be the same. In this

case, because perceived brand differences are not large, buyers may shop around to

learn what is available, but buy relatively quickly. They may respond primarily to a

good price or to purchase convenience.

After the purchase, consumers might experience postpurchase dissonance

(after-sale discomfort) when they notice certain disadvantages of the purchased carpet

brand or hear favorable things about brands not purchased. To counter such

dissonance, the marketer's after-sale communications should provide evidence and

support to help consumers feel good about their brand choices.

4.4.3. Habitual Buying Behavior（习惯型购买行为）

Habitual buying behavior occurs under conditions of low consumer involvement

and little significant brand difference. For example, take salt. Consumers have little

involvement in this product category—they simply go to the store and reach for a

brand. If they keep reaching for the same brand, it is out of habit rather than strong

brand loyalty. Consumers appear to have low involvement with most low-cost,

frequently purchased products.

Because buyers are not highly committed to any brands, marketers of

low-involvement products with few brand differences often use price and sales

promotions to stimulate product trial. In advertising for a low-involvement product,

ad copy should stress only a few key points. Visual symbols and imagery are

important because they can be remembered easily and associated with the brand. Ad

campaigns should include high repetition of short-duration messages. Television is

usually more effective than print media because it is a low-involvement medium

suitable for passive learning. Advertising planning should be based on classical

conditioning theory, in which buyers learn to identify a certain product by a symbol

repeatedly attached to it.

Marketers can try to convert low-involvement products into higher-involvement

ones by linking them to some involving issue. Procter & Gamble does this when it

links Crest toothpaste to avoiding cavities. Or the product can be linked to some

involving personal situation. Nestlé did this in its series of ads for Taster's Choice

coffee, each consisting of a new soap-opera-like episode featuring the evolving

romantic relationship between two neighbors. At best, these strategies can raise

consumer involvement from a low to a moderate level. However, they are not likely to

propel the consumer into highly involved buying behavior.

4.4.4. Variety-Seeking Buying Behavior（多变型购买行为）

Consumers undertake variety-seeking buying behavior in situations characterized

by low consumer involvement but significant perceived brand differences. In such

cases, consumers often do a lot of brand switching. For example, when buying

cookies, a consumer may hold some beliefs, choose a cookie brand without much

evaluation, then evaluate that brand during consumption. But the next time, the

consumer might pick another brand out of boredom or simply to try something

different. Brand switching occurs for the sake of variety rather than because of

dissatisfaction.

In such product categories, the marketing strategy may differ for the market

leader and minor brands. The market leader will try to encourage habitual buying

behavior by dominating shelf space, keeping shelves fully stocked, and running

frequent reminder advertising. Challenger firms will encourage variety seeking by

offering lower prices, special deals, coupons, free samples, and advertising that

presents reasons for trying something new.