Chapter 13 Flashcards
Evaluative Criteria
attributes, feautures, or potenional benefits that consumers consider when reviewing possible solutions to a problem
Feature
performance characteristic of an object
solar panel, programmable code, ice maker
benefit
perceived favorable result that is derived from the presence of a particular feature
(enviromental friendly)
determinant criteria
evaluative criteria that are related to the actual choice is made
utilitarian criteria
functional or economic aspects associated with an alternative
hedonic criteria
emotional, symbolic, and subjective attributes or benefits that are associated with an alternative
bounded rationality
perfectly rational decisions are not always feasible due to constraints found in information processing
affect based evaluation
evaluate products based on the overall feeling that is evoked by the alternative
attribute based evaluation
evaluate alternatives across a set o attributes that are considered relevant to the purchase situation
factors determining evaluative criteria
situational influences -birthday gift product knowledge expert opinions -professional organizations -camera, computer, college social influences online sources marketing communications
product categories
mental representations of stored knowledge about groups of products
category levels
- superordinate
- subordinate
perceptual attribues
visually apparent and easily recognizable
underlying attributes
readily apparent and can only be learned through experience with the product
signal
characteristic that allows a consumer to a diagnose something distinctive about an alternative
issues that affect consumer judgments
just noticeable difference attribute correlation quality perceptions brand name associations consumer personality
compensatory rules
allows 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
used, strict guidelines are set prior to selection and any option that does not meet the specifications is eliminated from considerating
(this one is more easy to use)
compensatory models
multiattribute models (theory of reasoned action [TORA] ) -ATO model
non-compensatory models
conjunction model
disjunctive model
retail outlet selection
several factors influence the choice of retail outlet including objective and subjective criteria such as :
- product variety
- store image
- location
- service
- product quality
