Consumer Behavior: Chapter 12

Front 1

Evaluation Criteria

Back 1

-attributes that consumers consider when reviewing alternative solutions to a problem

Front 2

Feature

Back 2

-performance characteristic of an object

Front 3

Benefit

Back 3

-perceived favorable results derived from a particular feature

Front 4

Determinant Criteria

Back 4

-criteria that are most carefully considered and most directly related to the actual choice made

Front 5

Bounded Rationality

Back 5

-idea that consumers attempt to act rationally within their information-processing constraints
-perfectly rational decisions are not always possible

Front 6

Affect-Based Evaluation

Back 6

-consumer evaluate products based on overall feeling

Front 7

Attribute-Based Evaluation

Back 7

-evaluative process wherein alternatives are evaluate across a set of attributes that are considered relevant to the purchase

Front 8

Determinants of Criteria Selection

Back 8

1. situation influences (hedonic vs utilitarian)
2. product knowledge
3. expert opinions
4. social influences
5. online sources
6. marketing communications

Front 9

Judgments

Back 9

-mental assessments of the presence of attributes and the consequences associate with those attributes

Front 10

Judgment Factors

Back 10

1. presence of features
2. feature levels (how many songs does it hold)
3. benefits associated with features
4. value associated with benefit (that would be nice)0
5. how alternatives differ from each other

Front 11

Just Noticeable Difference

Back 11

-how much stronger one stimulus must be compared to another if one is to notice that the two are not the same

Front 12

Attribution Correlation

Back 12

-perceived correlation between product features
-ex. wait time and service quality arent always correlated

Front 13

Four Consumer Judgement Elements

Back 13

1. Just Noticeable Difference
2. Attribute Correlation
3. Quality Perception
4. Brand Name Association

Front 14

Objective Quality

Back 14

-actual quality of the product that can be assessed through industry specifications and expert rating

Front 15

Perceived Quality

Back 15

-based on consumer perceptions alone

Front 16

Compensatory Rules

Back 16

-allow consumers to select products that may perform poorly on attribute by compensating for the poor performance by good performance on another attribute

Front 17

Non-Compensatory Rules

Back 17

-strict guidelines are set prior to selection, and any option that does not meet the specifications is eliminated from consideration

Front 18

Conjunctive Rule

Back 18

-consumer sets a minimum mental cutoff point for various features and rejects any feature that fails to meet or
exceed this cutoff point
-product had no bad features

Front 19

Disjunctive Rule

Back 19

-consumer sets a minimum mental cutoff point for various features but the cutoff point is usually high
-selects product with the high performance rating, regardless of attribute

Front 20

Lexicographic Rule

Back 20

-selects the product that he or she believes performs the best on the most important feature
-select most important attribute and find highest performance

Front 21

Elimination by Aspect Rule (EBA)

Back 21

-consumer looks at the most important attribute and eliminates any option that does not meet cutoff point, continues down to the least important attribute