Chapter 13 Flashcards
Evaluative criteria
Attributes that consumers consider when reviewing alternative solutions to a problem
Feature
Performance characteristic of an object
Benefit: perceived favorable results derived from a particular feature
Determinant criteria
Criteria that are most carefully considered and related to the actual choice that is made.
Bounded rationality
Idea that consumers attempt to act rationally within their information processing restraints.
Affect - based evaluation
Consumers evaluate product based on feelings
Attribute based evaluation
Alternatives are evaluated across a set of attributes
Product categories
Mental representations of stored knowledge about groups of products
Underlying attributes
Not readily apparent and can be learned only through experience or contact with the product.
Perceptual attributes
Visually apparent and easily recognizable
4 categories:
Superordinate
Basic
Subordinate
Features
Signal
Attribute that consumers use to infer something about another attribute
Include: brand name, price, appearance
Attribute correlation
Perceived relationship between product features
Conjoint analysis
Technique used to develop an understanding of the attributes that guide consumer preferences by comparing product preferences over varying levels of evaluative criteria and expected utility.
Compensatory Rule
Allows consumers to select products that may perform poorly on one criterion by compensating for the poor performance by good performance on another.
Simple additive rule: chooses product that has largest number of positive attributes
Weighted additive: takes into account the importance of positive attributes
High complexity
Non compensatory rule
Decision rule in which strict guidelines are set prior to selection and any option set prior to selection and any option that does not need the guidelines is eliminated from consideration.
Medium complexity
Conjunctive Rule
Non compensatory rescission rule where the option selected must surpass a minimum cutoff across all relevant attributes
Disjunctive Rule
Non compensatory rule withers the option selected surpasses a high cut off point on any attribute
Lexicographic Rule
Non compensatory decisions rule where the option selected is thought to perform best on the most important attribute
Elimination by aspects Rule
Non-compensatory decision rule where the consumer b fine evaluating options by first looking at the most important attribute and eliminating any option that does not meet a minimum cutoff point for that attribute, and evaluations proceed in order of importance until one option remains
Attitude toward the object model
Compensatory model
Even if it performs poorly on something specific, it can still win as a choice
Conjunctive, disjunctive, lexicographic & elimination by aspects Rule
Non compensatory
Strict guidelines set before evaluation
Value
What you get(benefit) - what you give(costs)
Value impacts evaluation
Salient vs determinant
Salient: important - MUST CARRY ITEM
Determinant - matters in choice
-all stores carry this item, but this store has an ATM.
Superordinate vs subordinate
Super: highest level of categorization
Sub: examine the knowledge they have of the categories ex soda flavored
Perceptual vs underlying attributes
Perceptual: apparent and recognizable qualities - color feel brand name
Underlying: experience qualities; not apparent and can only be learned through experience
