Consumer behavior chapter 16 "Alternative evaluation and selection"

What are the 3 assumptions that marketers make regarding the rational choice theory?

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 solution does not change as a function of situational factors such as time pressure, task definition, or competitive context.

Evaluation criteria can differ in what 3 ways?

1. type 2. number 3. importance

although consumers often have a general sense of how important various criteria are, this can be influenced by a number of factors. These include the following:

1. usage situation 2. Competitive context 3. Advertising effects

Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine...

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

surrogate indicator

An attribute, such as price, used to estimate the level of a different attribute, such as quality

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.

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.

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

Direct methods include...

asking consumers what criteria they use in a particular purchase or in a focus group.

Evaluation criteria are typically associated with _____ _____

desired benefits

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

Attribute-based choices rely heavily on a comparison of brands on one or more attributes. These attributes are called ___________ criteria because they are the dimensions on which the brands are evaluated.

evaluative

Affective choice

process in which consumers make a choice based on how they think the product will make them feel. It is more holistic in nature.

Lexicographic decision rule

requires the consumer to rank the criteria in order of importance

Elimination-by-aspects decision rule

requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion

Secondary discrimination

the ability of an individual to distinguish between similar stimuli

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 test

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

Evaluative criteria

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

Consummatory motives

underlie behaviors that are intrinsically rewarding to the individual involved