chap016 cb

Download Chap016 cb

Post on 17-May-2015




7 download

Embed Size (px)


  • 1. CHAPTER SIXTEEN Alternative Evaluation and Selection McGraw-Hill/Irwin Copyright 2004 by The McGraw-Hill Companies, Inc.All rights reserved.

2. Figure 16-1 3. 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

4. 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)?

5. Evaluative Criteria

  • Nature of Evaluative Criteria
    • Tangible
    • Intangible
  • Measurement of Evaluative Criteria
    • Which criteria are used?
    • Brand performance on criteria
    • Relative Importance of Criteria

6. Perceptual Mapping 7. 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

8. Performance on Each Evaluative Criteria 9. Decision Rules Used by Consumers Conjunctive: Selectall(or any or first) brands that surpass a minimum level oneach relevant evaluative criterion. Disjunctive: Selectall(or any or first) brands that surpass a satisfactory level onany relevant evaluative criterion. Elimination-Rank the evaluative criteria in terms of importance and establishby-aspects satisfactory levels for each.Start with the most important attributeand eliminate all brands that do not meet the satisfactory level.Continue through the attributes in order of importance until onlyone brand is left. Lexicographic: Rank the evaluative criteria in terms of importance.Start with the mostimportant criterion and selectthebrand that scores highest on thatdimension.Iftwo or more brands tie, continue through the attributesin order of importance untiloneof the remaining brands outperformsthe others. Compensatory: Selectthebrand that provides the highest total score when theperformance ratings for all the relevant attributes are added (with orwithout importance weights) together for each brand. 10. Conjunctive Decision Ad 11. Disjunctive Decision Ad 12. Elimination-by-Aspects Ad 13. Lexicographic Decision Ad 14. Understandingwhichdecision rulesare being used