Consumer Behavior Ch 16

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.

Three types of consumer choice processes

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

Attitude-Based Choice -what the user thinks

>Attitude > Intuition

Affective Choice - how the user feels

>Consummatory Motive >Instrumental Motive

Attribute-Based Choice - best user choice

>Knowledge

Consummatory Motives

Behavior that is intrinsically rewarding to the individual involved

Instrumental Motives

Behavior designed to achieve a second goal

Decision Rules for Attribute-Based Choices

Conjunctive Rule Disjunctive Rule Elimination-by-Aspects Rule Lexicographic Rule (non-compensatory) Compensatory Rule

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.

Elimination- by-aspects

Rank the evaluative criteria in terms of importance and establish satisfactory levels for each. Start with the most important attribute and eliminate all brands that do not meet the satisfactory level.

Lexicographic:

Rank the evaluative criteria in terms of importance. Start with the most important criterion and select the brand that scores highest on that dimension. If two or more brands tie, continue through the attributes in order of importance until one of the remaining brands outperforms the others.

Conjunctive:

Select all (or any or first) brands that surpass a minimum level on each relevant evaluative criterion.

Disjunctive:

Select all (or any or first) brands that surpass a satisfactory level on any relevant evaluative criterion.

Compensatory

Select the brand that provides the highest total score when the performance ratings for all the relevant attributes are added (with or without importance weights) together for each brand.

In reality, all consumers have

bounded rationality

metagoal

refers to the general nature of the outcome being sought.