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CHAPTER SIXTEEN

Alternative Evaluation and SelectionAlternative Evaluation and Selection

McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

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Figure 16-1

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How Consumers Make Choices

• Bounded Rationality: a limited capacity for processing information

• Affective Choice: choices driven by how they make the user feel

• Attribute-Based vs. Attitude-Based Choice:• Knowledge of specific attributes

• The use of attitudes, intuitions, and heuristics

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Consumer Insight 16-1

• Do you agree with the four metagoals described above? What others do you think are common?

• What are the marketing implications of each of the metagoals described above (assume all four are widely used by consumers)?

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Evaluative Criteria

• Nature of Evaluative Criteria• Tangible

• Intangible

• Measurement of Evaluative Criteria• Which criteria are used?

• Brand performance on criteria

• Relative Importance of Criteria

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Perceptual Mapping

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Individual Judgment

• Accuracy of Individual Judgments: the ability to judge performance of competing brands

• Use of Surrogate Indicators: an attribute used to stand for or indicate another attribute (e.g.. Price)

• Influence on Marketing Strategy:• Understanding the criteria

• Recognize the ability of individuals to judge

• Focus on surrogate indicators

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Performance on Each Evaluative Criteria

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Decision Rules Used by Consumers

Conjunctive: Select all (or any or first) brands that surpass a minimum level on each relevant evaluative criterion.

Disjunctive: Select all (or any or first) brands that surpass a satisfactory level on any relevant evaluative criterion.

Elimination- Rank the evaluative criteria in terms of importance and establish by-aspects satisfactory levels for each. Start with the most important attribute

and eliminate all brands that do not meet the satisfactory level. Continue through the attributes in order of importance until only one brand is left.

Lexicographic: Rank the evaluative criteria in terms of importance. Start with the most important criterion and select the brand that scores highest on that

dimension. If two or more brands tie, continue through the attributes in order of importance until one of the remaining brands outperforms the others.

Compensatory: Select the brand that provides the highest total score when the performance ratings for all the relevant attributes are added (with or without importance weights) together for each brand.

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Conjunctive Decision Ad

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Disjunctive Decision Ad

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Elimination-by-Aspects Ad

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Lexicographic Decision Ad

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Understanding which decision rules are being used…