Overview

Chapter Three(AI) tool judges the difference between utility factor and emotionto influence consumer decision making In economic utility or immediate (expected) emotion aspects, whether which is more influential to excite consumption. To analyze whether it is economic utility or immediate ( expected) emotion more influential to excite consumption. It depends on the consumer individual consumption choice is in which situations. For example, if the industry's general consumer individual consumption decision is concentrate on emotion influential aspect, such as cruise entertainment industry, hospital care service industry, theme park entertainment industry, movie watching entertainment industry etc. Above all these industries have same nature, it is service. So, it seems that service industry's main influential factor is immediate ( expected) emotion influence, it is not economic utility influence. Otherwise, product sale industry's main influential factor is utility. 3.1(AI) judges consumer utility factorFor this toy choice situation example, parent choose to buy one toy to give whose child to play. They usually considerate which kind of toy is attractive to their child whom like to play. In many different kinds of toys choice, if the child likes to choose the kind of toy to play. After the child's parents had purchased the kind of toy to let whose child to play one period time, e.g. six month. Then, when the child feel that who has need to buy another new toy to play, due to he/she feels bored to play this toy. So, it seems that the child feels this toy has less utility or it's utility is decreased. So, he/she expects whose parent can buy another new kind of toy to let whom to play. It also implies that it is not emotion factor to influence the child to feel boredom and unfunny to play this kind of old toy after six months. It is the product's utility factor which can not attract the child to play it any more. So, this old toy's utility is decreased when this child spends six months to play it. This toy's value is only six month utility to this child to play. Otherwise, if this kind of toy is bought by another parent. It is possible that the another child like to play this kind of toy one year or more. So, it's utility to another child is one year or more period. So, product's utility period is difference, it depends on how long time of the user's satisfactory time. As this toy case, the child's decision will influence whose parent choose which kind of toy to buy to whom to play. Usually toy price is not difference too much. Parent won't consider when the toy price will be increase or will be decreased to influence their emotion to decide not to buy the toy immediately. So, when the child like to play the kind of toy, even the product's price is more than other kind of toys, and the parent feel it is possible that the kind of toy's price will be fallen down later. They will still choose to buy the kind of toy to let their child to play, they won't be influenced not to buy this kind product by later cheap price factor. So, immediate emotion is not the main factor to influence this parent does not choose buy this toy at this moment.

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9781793347565

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