Chapter 16 Flashcards
Affective choice
tends to be more holistic in nature
Attitude-based choice:
involves the use of general attitudes, summary impression, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice
Attribute-based choice:
requires the knowledge of specific attributes at the time the choice is made and it involves attribute-by-attribute comparisons across the brands
Blind Tests:
the consumer is unaware of the product’s brand name
Bounded rationality:
a limited capacity for processing information
Compensatory decisions rule
the brand that rates highest on the sum of the consumer’s judgments of the relevant evaluative criteria will be chosen.
Conjoint analysis
most popular indirect measurement approach, the consumer is presented with a set of products or product description in which the evaluative criteria vary.
Conjunctive decisions rule
establishes minimum required performance standards for each evaluative criterion and select the first or all brands that meet or exceed these minimum standards.
Consummatory motives
underlie behavior that are intrinsically rewarding to the individual involved
Disjunctive decisions rule
establishes a minimum level of performance for each important attribute
Eliminate-by-aspect decisions rule
requires the consume to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion
Evaluative criteria:
the various dimensions, features, or benefits a consumer looks for in response to a specific problem
Instrumental motives:
activate behavior designed to achieve a second goal
Lexicographic decision rule:
requires the consumer to rank the criteria in order of importance
Metagoal:
refers to the general nature of the outcome being sought
Perceptual mapping
indirect technique for determining evaluative criteria->consumers simply rank the similarity between all pairs of alternative and perceptual configuration is derived in which the consumer’s still-unnamed evaluative criteria are the dimension of the configurations
Projective techniques
indirect measurement techniques -> allows the respondent to indicate the criteria someone else might use
Sensory discrimination
the ability of an individual to distingue between similar stimuli
Surrogate indicators:
an attribute used to stand for or indicate another attribute
Choice Overload
consumer has to many alternatives and feels overwhelmed
Heuristic
serve the practical purpose of helping consumer making “satisficing” choices that while not “maximally best” are still good enough.
product assortment optimization:
determining the appropriate number of alternative, with meaningful differentiation
Alternative selection
referred to as consumer choice
Rational choice theory:
implicitly or explicitly assume a number of things about consumer choice that are often not true.
Direct method of measurement
include asking consumer what criteria they use in a particular purchase, or in a focus group setting, noting what the consumers say about products and their attributes.
Just noticeable difference (J.N.D)
the minimum amount that one brand can differ from another, with the difference still being noticed
