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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
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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
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types of evaluative
- tangible- cost and performance features
- intangible- factors such as style, taste, prestige
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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
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perceptual mapping
indirect techqu for determining evaluative criteria
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decision rules
non-compensatory/compensatory
- 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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