Chapter 16

Explain evaluative criteria and their measurement

Evaluative criteria are the various features or benefits a consumer looks for in response to a specific problem. They are the performance levels or characteristics consumers use to compare different brands in view of their particular consumption problem. The measurement of 1) which evaluative criteria are used by the consumer 2) how the consumer perceives the various alternatives on each criterion 3) the relative importance of each criterion is a critical first step in utilizing evaluative criteria to develop marketing strategy The measurement task is not easy, although a number of techniques are available including perceptual mapping, the constant-sum scale, and conjoint analysis

Discuss how actual consumer choice often differs from rational choice theory

Rational . choice theory assumes that 1) consumers seek one optimal . solution to a problem and choose on that basis 2) consumers have the skill and motivation to find the optimal solution 3) the optimal choice does not change as a function of the situation However, all of these assumptions have been shown to be incorrect for at least some consumer decisions. Reasons include that consumers have alternative metagoals, consumers are subject to bounded rationality, and situations actually influence consumer perceptions of the optimal choice.

attribute-based choice

Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands. This is much more effortful and time-consuming process than the global comparisons made when affective and attitude-based choices are involved. It also tends to produce a more nearly optimal decision. Higher purchase involvement, easily accessible brand-attribute information, and situational factors such as lower time pressure increase the likelihood of attribute-based choice.

Describe the role of evaluative criteria in consumer judgement and marketing strategy

The ability . of an individual to distinguish between similar stimuli is called sensory discrimination. Some evaluative criteria such as price, size, and color can be judged easily and accurately by consumers. Other criteria, such as quality, durability, and health benefits, are much more difficult to judge. In general, research indicates that individuals typically do not notice relatively small differences between brands or changes in brand attributes. IN addition, the complexity of many products and services and the face that some aspects of performance can be judged only after extensive use make accurate brand comparisons difficult. In such cases, consumers often use price, brand name, or some other variable as a surrogate indicator of quality. Marketers can also attempt to influence the relative importance attributes is such a way as to factor their brands through advertising as well as position in regards to specific usage occasions.

Summarize the five decision rules for attribute-based choice and their strategic relevance

When consumers judge alternative brands on several evaluative criteria, they must have some method to select one brand from the various choices. Decision rules serve this function. A decision rule specifies how a consumer compares two or more brands. Five commonly used decision rules are - disjunctive - conjunctive - lexicographic - elimination-by-aspects - compensatory The decision rules work best with functional products and cognitive decisions. Marketing managers must be aware of the decision rules require different marketing strategies.

bounded rationality

a limited capacity for processing information

perceptual mapping

a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers' minds

instrumental motives

activate behaviors designed to achieve a second goal

projective techniques

allow the respondent to indicate the criteria someone else might use

surrogate indicator

attribute used to stand for or indicate another attribute

disjunctive decision rule

establishes a minimum level of performance for each important attribute

conjunctive decision rule

establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards -thus, in making the decision on a computer, you would say, "I'll consider all (or I'll buy the first) brands that are acceptable on the attributes I think are important"

attitude-base choice

involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice. Lower purchase involvement, scarce information, and certain situational factors such as time pressure increase the likelihood of attitude-based choice.

lexicographic decision rule

requires the consumer to rank the criteria in order of importance

sensory discrimination

the ability of an individual to distinguish between similar stimuli

evaluative criteria

the various dimensions, features, or benefits a consumer looks for in response to a specific problem

Summarize the types of choice processes consumers engage in

- Affective choice tends to be more holistic in nature. The brand is not decomposed into distinct components, each of which is evaluated separately from the whole. Decisions based on affect use the "How do I feel about it" heuristic or decision rule and tend to occur in response to consummatory motives - Attitude-based choice involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice. Lower purchase involvement, scarce information, and certain situational factors such as time pressure increase the likelihood of attitude-based choice. - Attribute-based choice requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands. This is much more effortful and time-consuming process than the global comparisons made when affective and attitude-based choices are involved. It also tends to produce a more nearly optimal decision. Higher purchase involvement, easily accessible brand-attribute information, and situational factors such as lower time pressure increase the likelihood of attribute-based choice.

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

affective choice

tends to be more holistic in nature. The brand is not decomposed into distinct components, each of which is evaluated separately from the whole. Decisions based on affect use the "How do I feel about it" heuristic or decision rule and tend to occur in response to consummatory motives

compensatory decision rule

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

blind tests

the consumer is not aware of the product's brand name

conjoint analysis

the consumer is presented with a set of products or product descriptions in which the evaluative criteria vary, and then ranks them in order of his or her preference for those combination of features

metagoal

the general nature of the outcome being sought

consummatory motives

underlie behaviors that are intrinsically rewarding to the individual involved