Lecture 2 (1) Flashcards
when ability to evaluate high but motivation to evaluate low
Many products
When motivation to evaluate high but ability to evaluate low
Many services
External information sources:
Personal, independent source
Other consumers
second opinion
Independent consultation
External information sources:
Personal, dependent source
Sales person, sales provider
External information sources:
not in-personal, independent source
Consumer organization, government agency
External information sources: not
In-personal dependent source
Advertising, sales promotion, public relations
choice sets total set consists of
Currently activated set, currently not activated set
Currently not activated set consists of
Not remembered set and unknown set
Currently activated set consists of
Consideration set, hold set, fuzzy set and reject set
Consideration set consists of
Preference and acceptable
Preference set consists of
Single most preferred
choice heuristics (disjunctive)
Determine acceptable value (AV) for each attribute
Chose 1st option with at least one AV
Choice heuristics (conjunctive)
Determine minimum value for each attribute
Choose 1st option that performs at or exceed all minimum values
Choice heuristics lexicographic
Rank order attributes on importance
Choose option that performs best at most important attribute
If ties continue to next attribute
Choice heuristics: elimination by aspects
Rank-order attributes on importance
Then proceed disjunctive until choice
Choice heuristics
Affect referral
Choose option with best “feel”
Choice heuristics
Linear compensatory
Determine importance of attributes (I)
Determine performance of options on each of the attributes (P)
Calculate P*I product for each attribute and option
Determine sum of P*I products for each option
oreintation (compared to goods)
Customers perceive more risk and uncertainty
Customers rely on more personal, independent sources
Customers engage more in post-purchase evaluation and information search
Choice (compared to goods)
Customers consideration set is smaller (less providers, single brand providers, less well developed brands, expected benefits of search)
Customer consideration set includes self provision
Consumption (compared to goods)
Service delivery and consumption is drama
Script departures may be positive or negative
Script compatibility is positive
Moods and emotions bias evaluation of service encounters in mood congruent directions
Post evaluation (compared to goods)
Customers attribute some dissatisfaction to own inability to produce
This may lead to less complaining given dissatisfaction
Brand switching is less frequent with services
