Consumer behavior Ch.16
Perceptual mapping
(Indirect method) researchers uses judgment to determine dimensions underlying consumer evaluations of brand similarity.
Projective techniques
(Indirect method) allow the respondent to indicate the criteria someone else might use.
Elimination by aspect rule
1. Evaluative criteria ranked in terms of importance. 2. cutoff points for each criterion established. 3. brands are eliminated if they fail to meet or exceed the cutoff.
Individual judgement and Evaluative criteria
Accuracy of individual judgements,use of surrogate indicators, relative importance and influence of evaluative criteria, eval criteria, individual judgements, marketing strategy.
3 types of consumer choice processes
Affective choice, attitude-based choice, attribute-based choice.
Affective choice
Brand not decomposed into distinct components for separate evaluation. Evaluations generally focus on how they will make the user feel as they are used.
Determination of Consumer judgments of brand performance on specific evaluative criteria
Can include: rank ordering scales, semantic differential scales, likert scales.
Context effects
Choices are not independent of the competitive situation.
Decision rules for attribute based choices
Conjunctive rule, disjunctive rule, elimination by aspects rule, lexicographic rule, compensatory rule/
Lexicographic
Consumer ranks the criteria in order of importance. Then selects brand that performs best on most important attribute. If 2 brands tie, evaluated on second most important attribute.
Evaluative criteria are typically associated with...
Desired benefits and can differ in type, number, and importance.
Evaluative criteria used methods:
Direct method- asking consumer what criteria they use in particular purchase. Indirect- assume consumers will not or cannot state their evaluative criteria.
Disjunctive rule
Establishes a minimum required performance for each attribute (often high level). All brands that meet/exceed performance level for ANY key attribute are acceptable.
Conjunctive rule
Establishes minimum required performance for each evaluative criterion. Selects the first (or all) brands that meet or exceed minimum standards.
Measurement of Evaluative Criteria
Involves a determination of: Evaluative criteria used, judgements of brand performance on specific criteria, relative importance of evaluative criteria.
Determination of the relative importance of evaluative criteria
Measured by direct/indirect methods. Constant sum scale (most common direct.) Conjoint Analysis(most common indirect)
Attribute-based choice
Requires the knowledge of specific attributes at the time choice is made, and it involves attribute-by-attribute comparisons across brands.
Compensatory decision rule
brand that rates highest on the sum of the consumers judgements of the relevant evaluative criteria will be chosen. (Look at formula)
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.
