Consumer Behaviour class paper
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Decision Making II:
Alternative Evaluation
and Choice
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Learning Outcomes
Understand the difference between evaluative criteria and determinant criteria.
Comprehend how value affects the evaluation of alternatives.
Explain the importance of product categorization in the evaluation of alternatives process.
Distinguish between compensatory and noncompensatory rules that guide consumer choice.
LO13-1
LO13-2
LO13-3
LO13-4
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO13-1
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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- Understand the difference between evaluative criteria and determinant criteria.
LO13-1
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Evaluative and Determinant Criteria
- Attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem
- Evaluative criteria that are related to the actual choice that is made
LO13-1
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO13-1
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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- Comprehend how value affects the evaluation of alternatives.
LO13-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Value and Alternative Evaluation
- Hedonic criteria - Emotional, symbolic, and subjective attributes
A teenager’s emotional attachment to his gaming console is a hedonic criterion
- Utilitarian criteria - Functional or economic aspects
The low cost of the gaming console is a utilitarian criterion
- Bounded rationality - Perfectly rational decisions are not always feasible
LO13-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Types of Evaluation Processes
Affect-based evaluation
Evaluate products based on the overall feeling that is evoked by the alternative
Attribute-based evaluation
Evaluate alternatives across a set of attributes that are considered relevant to the purchase situation
LO13-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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- Explain the importance of product categorization in the evaluation of alternatives process.
LO13-3
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Product Categories
- Mental representations of stored knowledge about groups of products
- Category levels
Superordinate
Subordinate
LO13-3
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO13-3
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Attributes
LO13-3
Perceptual attributes
Underlying attributes
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Signals
- A characteristic that allows a consumer to diagnose something distinctive about an alternative
- Signals include:
Brand name
Price
Appearance
Retailer reputation
- Signals are used when consumers are trying to collect information about quality
LO13-3
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Factors Determining Evaluative Criteria Used
- Situational influences
- Product knowledge
- Expert opinions
- Social influences
- Online sources
- Marketing communications
LO13-3
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Consumer Judgment
- Mental assessments of the presence of attributes and the benefits associated with those attributes
- Consumers make judgments about:
Presence of features
Feature levels
Benefits associated with features
Value associated with the benefit
How objects differ from each other
LO13-3
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Issues Affecting Consumer Judgments
LO13-3
Just Noticeable Difference
Attribute Correlation
Quality Perceptions
Brand Name Associations
Consumer Personality
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO13-3
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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- Distinguish between compensatory and noncompensatory rules that guide consumer choice.
LO13-4
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Choice: Decision Rules
Compensatory rules
Allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute
Noncompensatory rules
Strict guidelines are set prior to selection, and any option that does not meet the specifications is eliminated from consideration
LO13-4
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO13-4
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Noncompensatory Models
LO13-4
Conjunctive Rule
Disjunctive Rule
Lexicographic Rule
Elimination-by-aspects Rule (EBA)
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO13-4
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Retail Outlet Selection
LO13-4
Online retailers have to thoroughly describe the evaluative criteria that consumers may use
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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