HOW CONSUMERS MAKE

CHOICES

Team 1

Francis Martinez | Michela Caltran | Roushan Kumar

Roman Malyshev | Gregory Vanhaute | Ding Zhao

The aim of marketing is

to know and understand the customer

so well the product or service

fits him and sells itself.

- Peter Drucker

A consumer choice is a

complex nonlinear

process:

Bounded Rationality: a

limited capacity for

processing information

Preferences are not stable

They construct a decision process that is appropriate

for the situation at hand.

Affective Based Choice

Based primarily on the immediate

emotional response to the

product or service.

The underlying motive is

consummatory: rewarding to the

individual.

Marketers should help consumers

visualize how they will feel during

and after the consumption

experience.

Can you think of a recent

purchase, where you made

an affective choice?

Attribute Based Choice

Attribute-based choice requires the

knowledge of the specific attributes

of the alternatives at the time the

choice is made, and it involves

attribute-by-attribute comparisons

across brands.

This is an effortful and time-

consuming process. It also tends

to produce a more nearly optimal

decision

What product categories do you think

will fall under the attribute-based choice?

• Vehicles

• Sport equipment

• Technology products

Attitude Based Choice

Attitude-based choice involves the use

of general attitudes, summary

impressions, intuitions, or heuristics;

no attribute-by-attribute comparisons

are made at the time of choice.

General attitudes

Summary impression

Intuition or heuristics

In which situation would you base

your purchase on someone’s opinion

rather than affective

or attribute-based choice?

Conclusion

Motivation, information availability and situational factors interact to

determine which choice process will be used.

Three types of consumer choice processes are:

Affective choice

Attribute-based choice

Attitude-based choice

These are not mutually exclusive and combinations may be used in

a single decision.

Thank you for

your participation!