refers to the general nature of the outcome being sought. Show
a limited capacity for processing information. Moreover, consumers often have goals that are different from, or in addition to, selecting the optimal alternative. underlie behaviors that are intrinsically rewarding to the individual involved activate behaviors designed to achieve a second goal Involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice. • Requires the knowledge of specificattributes at the time the choice is made, and it involves attribute-by-attribute comparisonsacross brands. various dimensions, features, or benefits a consumer looks for in response to a specific problem • allow the respondent to indicate the criteria someone else might use. a means of displaying in two dimensions the location of products or brands in customers minds consumer is present with set of products which evaluative criteria vary The ability of an individual to distinguish between similar stimuli. An attribute used to stand or indicate another attribute. (Price indicates quality) The consumer is not aware of the product's brand name. conjunctive decision rule establishes min requried performance standards for each evaluative criterion and selects first or all brands that meet or exceed these min standards disjunctive decision rule Establishes a minimum level of performance for each important attribute (often fairly high). All brands that meet or exceed the performance level for any key attribute are considered acceptable. elimination by aspects decision rule requires consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each
criterion, all brands are considered on the most important criterion and dropped if they dont meet the cutoff, continue until only one brand left. Lexicographic decision rule Required the consumer to rank the criteria in order of importance. The consumer then selects the brand that performs best of the most important attribute. 4 noncompensatory decision rules
compensatory decision rule the brand that rates highest on the sum of the sonsumer's judgements of the relevant evaluative criteria will be chosen. The fact that consumers have limited capacity for processing information is referred to as _____ requires knowledge of specific attributes and involves attribute-by-attribute comparisons across brands A choice based on the "how do I feel about it" heuristic is referred to as the motives that underlie behaviors designed to acieve a second goal are termed Advertising can affect the importance of evaluative criteria increasing attention on the evaluative criteria and increasing elaborative processing The ______ decision rule establishes a minimum level of performance for each important attribute, and all brands that meet or exceed the performance level for any key attribute are considered acceptable The ____ decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most importnact attribute choice overload is more likely to occur when the consumers are familiar and confident in their knowledge to make a choice among a small number of alternative products with similar features cognitive motives underlie behaviors that are intrinsically rewarding to the individual involved The various dimensions, features, or benefits consumers look for in response to a specific problem are called heuristics Firms with a limited reputation sometimes form brand alliances with a reputable firm in order to gain from the quality associated with the known brand Consumers are not aware of product brand names in generic tests Price, advertising, intensity, warranties, brand and country of origin are examples of surrogate indicators Sensory perception relates to an individual's ability to distinguish between similar stimuli The decoy effect comes into play when choosing among three options, we tend to prefer, and choose, the one that is physically positioned in the middle Which decision rule requires the consumer to rank the criteria in order of importance and then the consumer selects the brand that performs best?The lexicographic decision rule requires the consumer to rank the criteria in order of importance. The consumer then selects the brand that performs best on the most important attribute.
What are the five decision rules commonly used by consumers?What is the consumer decision making process. The consumer decision-making process involves five basic steps. This is the process by which consumers evaluate making a purchasing decision. The 5 steps are problem recognition, information search, alternatives evaluation, purchase decision and post-purchase evaluation.
What methods are available for measuring consumers Judgements of brand performance on specific attributes?A variety of methods are available for measuring consumers' judgments of brand performance on specific attributes. These include rank-ordering scales, semantic differential scales, and Likert scales (see Appendix A and Appendix Table A-3). The semantic differential scale is probably the most widely used technique.
Which of the following is a Noncompensatory decision rule quizlet?Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.
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What is the decision rule that selects the brand that is the best on the most important attribute?
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