chapter 16 exam 3 m 405

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  1. rational choice theory ( RCT implicitly or explicitly assumes a number of things about the consumer which might not be true)
    • Assumption 1: consumer seek one optimal solution to a problem and choose on that basis
    • Assumption 2: consumer have skill and motivation to find the optimal solution
    • Assumption 3: the optimal solution does not change as a function of situational factors such as time, task,or comp
  2. consumer choice process
    • Affective choice- more spontaneous in nature
    • Attitude-based choice- involve the general attitudes,impression
    • Attribute-based choice- this is when you gather knowledge on other product and compare them across different brand
  3. types of evaluative
    • tangible- cost and performance features
    • intangible- factors such as style, taste, prestige
  4. determination of which evaluative criteria are used
    • direct- method include asking consumer what criteria they use in a particular purchase (what the consumer say about the product)
    • indirect- when someone else list criteria that someone else might want
  5. perceptual mapping
    indirect techqu for determining evaluative criteria
  6. decision rules
    • conjunctive- establish mini required performance standards for brand that meet this standard
    • disjunctive- min level of performance for each important attribute
    • elimination-by- aspects- establish a cutoff point
    • lexicographic- rank criteria in order of importance
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chapter 16 exam 3 m 405
2015-08-05 16:31:53
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