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Evaluating and Selecting Alternatives. The nature of evaluative criteria The measurement aspects of consumer evaluative criteria Consumers’ individual judgments are not necessarily accurate The role of surrogate indicators The types of decision rules consumers may apply

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evaluating and selecting alternatives

Evaluating and Selecting Alternatives

  • The nature of evaluative criteria
  • The measurement aspects of consumer evaluative criteria
  • Consumers’ individual judgments are not necessarily accurate
  • The role of surrogate indicators
  • The types of decision rules consumers may apply
  • The implications of evaluative criteria for marketing strategy

Chapter 5

1

alternative evaluation
Alternative Evaluation
  • Evaluation criteria
    • price
    • brand name
    • country of origin
  • Determinants of criteria
  • Measuring evaluation criteria
    • identify salient criteria
    • assess degree of salience
    • measure alternative performance

2

alternative e valuation cont
Alternative Evaluation (cont.)
  • Determining the alternatives
  • Evaluating alternatives
  • Selecting a decision rule
    • non-compensatory
    • compensatory
    • constructive decision rules
    • phased decision strategies
  • Marketing implications

3

decision r ules u sed by c onsumers
Decision RulesUsed by Consumers
  • Conjunctive
  • Disjunctive
  • Elimination-by-aspects
  • Lexicographic
  • Compensatory

10