广泛的非商业影响。这些影响因素，如社会阶层和文化，在消费者如何评价产品和做出购买决定方面发挥着重要作用。
Process 过程
The consumer decision-making model, illustrated above, displays a simplified model of a much more complex process. The process of the model is concerned with how consumers make decisions. The psychological field represents the internal influences that affect a consumers’ decisions, such as motivations, learning, personality, and attitudes. (Schiffman, Hansen and Kanuk, 2008). The decision-making process consists of three stages, as illustrated in figure 1, pictured above.
如上所示，消费者决策模型显示了一个更复杂过程的简化模型。该模型的过程与消费者如何做出决策有关。心理场代表了影响消费者决策的内部影响，如动机、学习、个性和态度。（。决策过程包括三个阶段，如上图1所示。
Need recognition 需要认可
Pre-purchase search 购买前搜索
Evaluation of alternatives 备选方案的评估
The need recognition stage is most likely to occur when a consumer recognises that they have a need for something. It is because of this that companies intentionally market their products to cause consumers to recognise a problem and attempt to reach, inform, and persuade consumers to purchase their products (Linehan, 2008). They often attempt to cause consumers to believe that their product is outdated and that they need the company’s product (Schiffman, Hansen and Kanuk, 2008). If the need to purchase the product is strong enough the consumer may enter the second stage of the decision-making process, which is the pre-purchase search.
当消费者意识到他们对某种东西有需求时，最有可能出现需求识别阶段。正因为如此，公司有意营销他们的产品，让消费者认识到问题，并试图联系、告知和说服消费者购买他们的产品。他们经常试图让消费者相信他们的产品已经过时，他们需要公司的产品。如果购买产品的需求足够强烈，消费者可能会进入决策过程的第二阶段，即购买前搜索。
The second stage of the decision-making process, which is the pre-purchase search will begin if/when the consumer recognises a need that they believe will be satisfied with the purchase and consumption of the product. (Schiffman, Hansen and Kanuk, 2008). The consumer may begin to actively gather information on the product in question, by looking researching online, in stores and by speaking to friends. (Kotler and Keller). Several factors will affect a consumers’ pre-purchase search such as experience, value-related considerations, social acceptability, personality, and many factors about the product itself. (Schiffman, Hansen and Kanuk, 2008).
决策过程的第二阶段，即购买前搜索，将在消费者意识到他们认为会对产品的购买和消费感到满意的需求时开始。消费者可能会开始通过在线、商店和与朋友交谈来积极收集有关产品的信息。有几个因素会影响消费者的预购搜索，如体验、价值相关因素、社会可接受性、个性以及产品本身的许多因素。。
The third stage is evaluation of alternatives. This is the stage in which consumers evaluate the alternatives that they have identified to solve their problem (Linehan, 2008). Through an evaluation procedure, the consumer can form opinions towards the products they are considering and form a belief on where each product stands in regards to their set of needs. It is at this stage that many other factors need to be considered when choosing a product such as price, convenience, skills, and equipment needed.
第三阶段是对备选方案的评估。这是消费者评估他们确定的解决问题的替代品的阶段。通过评估程序，消费者可以对他们正在考虑的产品形成意见，并对每种产品在其需求方面的地位形成信念。正是在这个阶段，在选择产品时需要考虑许多其他因素，如价格、便利性、技能和所需设备。
Output 输出
Figure 1, also shows post purchase behaviour. There are two stages in this post purchase behaviour.图1还显示了购买后的行为。这种购买后行为有两个阶段。
Purchase decision 采购决策
Post-purchase evaluation 采购后评估
The evaluation of alternative products can affect the consumers purchase decision and may have led the consumer to form preferences for certain products or a certain brand of product. Per Linehan (2008) consumers generally make three types of purchases; trial purchases, repeat purchases, and long-standing commitment purchases. A trial purchase is a first-time buy to evaluate the product. Repeat purchase behaviour is related to brand loyalty. Repeat purchases generally indicates that the product meets with the customers’ expectations to an acceptable standard (Linehan, 2008).
对替代产品的评估可能会影响消费者的购买决策，并可能导致消费者对某些产品或某个品牌的产品形成偏好。根据Linehan消费者通常会进行三种类型的购买；试购、重复购买和长期承诺购买。试用购买是第一次购买以评估产品。重复购买行为与品牌忠诚度有关。重复购买通常表明产品符合客户对可接受标准的期望。
Finally, in the post-purchase evaluation stage the consumers evaluate the product after it has been consumed. They evaluate the consciences of their purcha
