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Chapter 13Decision Making II: Alternative
Evaluation and Choice
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Learning Outcomes
• Understand the difference between evaluative criteria and determinant criteria
• Comprehend how value affects the evaluation of alternatives
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© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
• Explain the importance of product categorization in the evaluation of alternatives process
• Distinguish between compensatory and noncompensatory rules that guide consumer choice
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© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Evaluative Criteria
• Attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem
• Feature - Performance characteristic of an object
• Benefit - Perceived favorable result that is derived from the presence of a particular feature
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Determinant Criteria
• Determinant criteria - Evaluative criteria that are related to the actual choice that is made
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Value and Alternative Evaluation
• Hedonic criteria - Emotional, symbolic, and subjective attributes or benefits that are associated with an alternative
• Utilitarian criteria - Functional or economic aspects associated with an alternative
• Bounded rationality - Perfectly rational decisions are not always feasible due to constraints found in information processing
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Types of Evaluation Processes
• Affect-based evaluation– Evaluate products
based on the overall feeling that is evoked by the alternative
• Attribute-based evaluation– Evaluate alternatives
across a set of attributes that are considered relevant to the purchase situation
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Product Categorization and Criteria Selection
• Product categories - Mental representations of stored knowledge about groups of products
• Category levels– Superordinate – Subordinate
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Perceptual and Underlying ¬Attributes
• Perceptual attributes - Visually apparent and easily recognizable
• Underlying attributes - Readily apparent and can only be learned through experience with the product– Signal - Characteristic
that allows a consumer to diagnose something distinctive about an alternative
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Factors Determining Evaluative Criteria Used
Situational Influences
Product Knowledge
Expert Opinions
Social Influences
Online Sources
Marketing Communications
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Issues That Affect Consumer Judgments
• Just noticeable difference• Attribute correlation• Quality perceptions• Brand name associations• Consumer personality
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Consumer Choice: Decision Rules
• Compensatory rules - Allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute
• Noncompensatory rules - Used, strict guidelines are set prior to selection, and any option that does not meet the specifications is eliminated from consideration
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Noncompensatory Models
Conjunctive Rule
Disjunctive Rule
Lexicographic Rule
Elimination-by-aspects Rule (EBA)
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Retail Outlet Selection
• Several factors influence the choice of retail outlet including objective and subjec tive criteria such as:– Product variety– Store image– Location– Service– Product quality