363 Journal

Based on your reflection regarding what you have learned from chapter 9 (consumer

decision making), write how the concepts in this chapter help you make better decisions

as a consumer in your daily life. Include one example from your own experience.

根据你从第 9 章(消费者决策)中所学到的知识，写出这一章中的概念如何帮助你在日常生

活中做出更好的决策。从你自己的经历中举出一个例子。

(i) Reflection and understanding of the relevant concepts 40%

The relevant concepts are clearly and thoughtfully described with excellent elaboration. All the

descriptions are consistent with concepts from the course and the textbook. Overall, thorough

understanding and reflection on the concepts is evident in the writing. The reflection moves beyond

simple description of the concept but reveals in-depth and thorough understanding

相关的概念被清楚和深思熟虑的描述和优秀的阐述。所有的描述都与课程和教材中的概念

一致。总的来说，对概念的透彻理解和思考在写作中是显而易见的。反思超越了对概念的

简单描述，而是深入透彻的理解
(ii) Connection between the concepts and your own experience 40%
An example regarding your own experience is discussed with excellent detail. The connection between

concepts and your own experience is clearly and convincingly explained. The overall explanations for

the connection show mastery in applying the concepts to real-life experiences.

一个关于你自己的经验的例子被非常详细地讨论。概念和你自己的经验之间的联系被清楚

和令人信服地解释。对这种联系的总体解释表明，他们精通将这些概念应用到现实生活中
(iii) Overall organization and language use 20%

1. Apply models of consumer decision making to specific examples of consumer

behavior. 将消费者决策模型应用于消费者行为的具体实例
2. Evaluate the influence of individual determinants and environmental factors on

consumer behavior. 评估个人决定因素和环境因素对消费者行为的影响

3. Formulate strategies for making contact with consumers and shaping their opinions

and behavior 制定策略与消费者接触，形成他们的意见和行为

Stages in the Decision-Making Process
1.Problem recognition
2.Information search
3.Evaluation of alternatives
4.Product choice
5. Post purchase evaluation

我将要描述一个一个月前我购买掌上游戏机所经历的决策。

从二月份开始，最近由于疫情的缘故我只能呆在家里，取消了所有外出的娱乐
活动，在学习之余没有其他消遣的活动，这让我感到十分无聊。在浏览社交软
件时我发现掌上游戏机最近十分流行，我又是一个很喜欢玩游戏的人，但是我
还没有购买过类似的游戏机，平时都只能在手机上下载一些小游戏来玩。在手
机上玩游戏有很多的不足，例如：耗电快，来信息或电话时中断游戏进程，然
而掌上游戏机是专门用来玩游戏的，体验感将会大大增加。因为过年时收到了
很多红包，所以想购买一个游戏机来享乐, 但这笔支出对于我来说也不少，所以
我将通过 cognitive decision 来挑选出一个最佳选择。
于是我开始了信息的搜寻，由于我之前没有购买过这种产品，所以我先通过一
款社交软件（Xiao Hong Shu）来看看其他的消费者推荐的当下最火的游戏机有
哪些。再记录下来他们购买后反应体验好的产品，从网上搜寻更多的信息。最
后我确定了两个品牌中的四个产品，分别是：Sony PS vita, Nintendo Switch,
Switch Lite and Dual Screen Lite. 我根据这四个产品的不同特性（例如：显示屏，
续航能力，重量）还有价格列了一张表。因为我资金充足而且还可以分期付款，
所以价格不是问题，我确定了自己最看中的是娱乐的体验特性。经过对比，我
选择了功能最全，可玩性更高，还拥有 HD 震动和 TV 模式能够与朋友一起玩的
Nintendo Switch 这个产品。随后在网上找了日本代购进行购买，等了半个月后
终于拿到了游戏机，我立马就开始了游戏，游戏体验确实比手机好太多了。通
过决策再购买的产品让我十分满意，达到甚至超过了我的预期
I'm going to describe a decision I made to buy a Switch.

Due to the epidemic, I had to stay at home and the only entertainment was playing
games on my cell phone, but I was often interrupted by information or phone calls,
which made me annoyed. As I just received many red pockets, I wanted to buy a game
console to satisfy hedonism, but this expenditure was not small, so I decided to make
optimal choice through the cognitive decision.

After I decided to buy it, I started to search for information. Since I didn't have a
similar purchase experience, I looked for social software (Xiao Hong Shu) to see
other consumers’ recommendations and then search for more details. Next, I picked
out four of the two brands, which are: Sony PS vita, Nintendo Switch, Switch Lite and
Dual Screen Lite. These are all from Japan, because my mental shortcut thought that
Japanese game products are the best in the world.

To make evaluations, I made a list as the consideration set according to different

attributes, for example: display, battery life and weight. I found out that what I care
about most is the entertainment experience and under the weighted additive rule, I
chose the Nintendo switch. Because its comprehensive functions offset the most
expensive defect in price, especially the TV mode function that allowed me to play
with my family, which nudged me to buy. Besides, under mental accounting, I
decided to pay in installments, so that I can feel comfort in my heart. After choosing, I
purchased it from a Japanese shopping agency and played immediately after I got it.
The game experience was really much better than the mobile phone. I am very
satisfied with the products purchased through decision-making, and even exceed my
expectations.