Consumer Behavior Chapter 16

Which are the features which are the benefits?

Features- less plastic and wire Benefits- cheaper, green, easier to open

1. Affective Choice 2. Attitude Based Choice 3. Attribute- Based Choice

What are the three big choices

constant um scale

What is the most common direct method

conjoint analysis

What is the most common indirect method

projective techniques

allow the respondents to indicate the criteria someone else might use

affective choice

tend to be more holistic. Brand not decomposed into distinct components for separate evaluation. Evaluations generally focus on how they will make the user feel as they are used " i love it " " it feels so good" " it feels right "

There are 5 decision rule based choices for consumers.... 4 of them are NON - COMPENSATORY, and one of them is COMPENSATORY

> Conjunctive Rule > Disjunctive Rule > Elimination by Aspects Rule > Lexicographic Rule >Compensatory Rule

attribute

The Elton Radio ad provides consumers all the great features of its radio and uses the tag line "Tune In" to independece. This is a great example of what kind of decision making process?

requires the knowldege of specfic attributes at the time the choice is made, and it involves attribute-by attribute comparisons across brands

attribute-based choice going through choices, one by one. which one is better- house

context effects

choice are not independent of the competitive situation, an effect sometimes called

Lexicographic decision rule

consmer ranks the criteria in order of importance. then selects brand that performs teh best on the most important attribute. "I want to get the brand that does best on the attribute. If 2 or more brands tie on this attribute, they are evaluated on the 2nd most important attribute" so all they care about is the first attribute.

disjuncitive rule

establishes a minimum level of performance for each important attribute ( often a farily high level that sets the performance standard very high and makes it hard for the brand to attain. "I would consider all or buy the first brands that perform really well on any attribute I consider important"

conjunctive rule

establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards. " I'll consider all ( or I'll buy the first) brands that are acceptable on the attributes I think are important"

satisfying can also explain ___

habitual purchase

techniques assume consumers will not or cannot state their evaluative reitera

indirect

attitude based choice

involved the use of general attitudes, summary impressions , intuitions, or heuristics. no attribute - by- attribute comparisons are made at the time of choice.

optimize

make the best possible decision at anytime

direct

methods that include asking consumers what criteria they used in a particular purchase

researcher uses judgement to determine dimensions underlying consumer evaluations of brand similarity

perceptual mapping

Elimination-By -Aspects Rule

requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion. Finally, brands are eliminated if they fail to meet or exceed the cutoff.

compensatory rule

states that the brand that rates highest on the sum of the consumer's judgements of the relevant evaluative criteria will be chosen

satisfice

to get a point and say good enough.