what are the three types of consumer choices
1.Affective Choice
2.Attitude-Based Choice
3.Attribute-Based Choice
what is affective choice
Holistic view about how something makes you feel
what is attitude based choice
General attitudes, do we like it or not, most of our purchases are these
what is attribute based choice
attribute by attribute comparison (limited decision making, extended decision making), picking the attributes that consumer likes
how to measure evaluative criteria
�The Evaluative Criteria Used
�Judgments of Brand Performance on Specific Criteria
�The Relative Importance of Evaluative Criteria
Types of Evaluative Criteria
direct- asking the customers
indirect (projective and perceptual mapping)-assumes why consumers don't make their decisions
how are perceptual maps quantified
�Rank ordering scales
�Semantic Differential Scales- how they feel
�Likert Scales-Strongly disagree or agree scale
Direct method for relative importance
constant sum scale
take different attributes and allocate points to most important attributes
Indirect method for relative importance
conjoint analysis
�Adding value/ features for more products and see how much willing to pay=PRICING
what does non compensatory mean
being high on one attribute doesn't mean you can be low on another
what are the 4 non compensatory attribute based decision rules
�Conjunctive Rule
�Disjunctive Rule
�Elimination-by-Aspects Rule
�Lexicographic Rule
what is the conjunctive rule
Establishes minimum required performance for each evaluative criterion.
If you don't meet minimum standards then you're tossed out
what is disjunctive rule
Establishes a minimum required performance for each important attribute (often a high level).
Only establishes minimum requirement for things that MATTER
what is elimination by aspects rule
Rank in terms of importance, set a cut off point and brands are gone if they don't meet requirements
what is lexicographic rule
Rating on importance and then taking brand that scores the highest
what is compensatory rule
states that the brand that rates highest on the sum of the consumer's judgments of the relevant evaluative criteria will be chosen
basically multi-attribute model