Transcript BABIN / HARRIS CONSUMER BEHAVIOR

BABIN / HARRIS
CB
PART 4
CHAPTER 13
Decision Making II:
Alternative Evaluation
and Choice
©2012 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
1. Understand the difference between evaluative
criteria and determinant criteria.
2. Comprehend how value affects the evaluation of
alternatives.
3. Explain the importance of product categorization
in the evaluation of alternatives process.
4. Distinguish between compensatory and
noncompensatory rules that guide consumer
choice.
13-2
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Decision-Making Model
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Need recognition
Search for information
Alternative evaluation
Choice
Postchoice evaluation
LO1
13-3
©2012 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
• The attributes, features, or potential
benefits that consumers consider when
reviewing possible solutions to a problem.
• Feature—a performance characteristic of
an object.
• Benefit—a perceived favorable result that
is derived from the presence of a particular
feature.
LO1
13-4
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Determinant Criteria
• The evaluative criteria that are related to
the actual choice that is made.
• Can depend largely on the situation in
which a product is consumed.
LO1
13-5
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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.
LO2
13-6
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Rationality
• Bounded rationality—perfectly rational
decisions are not always feasible due to
constraints found in information
processing.
LO2
13-7
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Types of Evaluation Processes
• Affect-based evaluation—consumers
evaluate products based on the overall
feeling that is evoked by the alternative.
• Attribute-based evaluation—alternatives
are evaluated across a set of attributes
that are considered relevant to the
purchase situation.
LO2
13-8
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Product Categories
• Mental representations of stored
knowledge about groups of products.
• Product category levels:
• Superordinate categories—abstract in nature
and represent the highest level of
categorization.
• Subordinate categories—more detailed.
LO3
13-9
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Attributes
• Perceptual attributes—visually apparent and
easily recognizable.
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Search qualities
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Experience qualities
• Underlying attributes—not readily apparent
and can only be learned through experience.
• Signal—a characteristic that allows a
consumer to diagnose something distinctive
about an alternative.
LO3
13-10
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Factors Determining Evaluative
Criteria Used
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Situational influences
Product knowledge
Expert opinions
Social influences
Online sources
Marketing communications
LO3
13-11
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Judgment
• Mental assessments of the presence of
attributes and the benefits associated with
those attributes.
• Consumers make judgments about:
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LO3
Presence of features
Feature levels
Benefits associated with features
Value associated with the benefit
How objects differ from each other
13-12
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Issues Affecting Consumer
Judgments
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Just noticeable difference
Attribute correlation
Quality perceptions
Brand name associations
LO3
13-13
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Conjoint Analysis
• Marketers use conjoint analysis to
understand the attributes that guide
preferences.
• This is accomplished by having consumers
compare products across levels of evaluative
criteria and the expected utility associated
with the alternatives.
LO3
13-14
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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—strict guidelines
are set prior to selection and any option
that does not meet the specifications is
eliminated from consideration.
LO4
13-15
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Compensatory Model
• Attitude-toward-the-object model
(Fishbein model)
LO4
13-16
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Noncompensatory Model
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Conjunctive rule
Disjunctive rule
Lexicographic rule
Elimination-by-aspects rule (EBA)
LO4
13-17
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Use of Decision Rules
• Noncompensatory rules are often used in lowinvolvement decisions because they help
consumers simplify the decision making process.
• Consumers can combine rules to reach a final
decision.
• Lexicographic rule is most often used because
consumers usually already know what features are
important to them.
• Consumers use these rules frequently. The
comparisons are made mentally, without the use
of a formula.
LO4
13-18
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.