Choices and Evaluation Processes in Consumer Behavior - Prof. K. Smith, Study notes of Marketing

Download Choices and Evaluation Processes in Consumer Behavior - Prof. K. Smith and more Study notes Marketing in PDF only on Docsity! December 3, 2020 SQ16 - CHAPTER 16 ALTERNATIVE EVALUATION AND SELECTION 1) What are the differences between affective, attribute-based, and attitude-based choice processes?  Affective Choice: choices tend to be more holistic in nature. The brand is not decomposed into distinct components, each of which is evaluated separately from the whole. The evaluation of such products is generally focused on the way they will make the user feel as they are used. Consumers imagine or picture using the product or service and evaluate the feeling that this use will produce. Underlying motives influence the use of affective choice.  Attribute-based choice: requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands. *specific and detailed*  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; longer choice process. *general and simple* 2) What are the differences between consummatory motives and instrumental motives?  Consummatory Motives: underlie behaviors that are intrinsically rewarding to the individual involved (affective choice) (ex: Ben & Jerry’s ice cream)  Instrumental motives: activate behaviors designed to achieve a second goal. (ex: proactive, axe body spray) o Ex: one person might read a best-seller for the pleasure of reading the book (consummatory motive), whereas another might read the same book to be able to appear “with it” to his or her friends (instrumental motive). 3) Would you use an attribute-based, attitude-based, or affective choice process for each of the following? Why? a) a present for your romantic partner i) Affective choice – emotions run wild. You want to get the best present for your romantic partner. b) a present for your Mom or Dad i) Attribute-based – it is based on a conscious evaluation of various products in mind. c) a movie i) Attribute-based – it is based on a conscious evaluation of various movies in mind. I can also be an affective choice – when picking a movie to watch you do go through emotions. You can go through consummatory motives (watch a movie for the pleasure of watching it), whereas someone else might go see a certain movie because you want to appear “with it” to your friends (instrumental). d) a motorcycle i) Attribute-based choice – it is based on a conscious evaluation of the various features of a motorcycle. Several different motorcycles exist and have differences among them. e) a cat i) Attitude – when picking an animal the impressions of the cat come up. f) a smart phone i) Attribute-based choice – it is based on a conscious evaluation of the various features of a smart phone. Several different smart phones exist and have differences among them. 4) What are evaluative criteria?  Evaluation criteria: the various dimensions, features, or benefits a consumer looks for in response to a specific problem; every person's list of criteria is different; Ex: before purchasing a computer, you might be concerned with cost, speed, memory, operating system, display, and 16-1 December 3, 2020 warranty. These would be your evaluation criteria. Someone else could approach the same purchase with an entirely different set of evaluation criteria. They are typically product features or attributes associated with either benefits desired by customers or the costs they must incur. o The type of evaluative criteria: Tangible cost and performance features to intangible factors such as style, taste, prestige, feelings generated, and brand image. 5) What evaluative criteria would be important in the purchase of a car by: a) Yourself i) Aesthetics ii) Fuel Efficiency iii) Price iv) Safety v) Dependability/Performance b) 55-year-old bank president i) Power (Performance) ii) Features iii) Safety iv) Price v) Newness c) 23-year-old, single, male blue collar worker i) Price ii) Dependability/Durability iii) Fuel (Gas Mileage) iv) Aesthetics v) Safety d) 30-year-old married, female with small children i) Safety ii) Price iii) Size (roomy) iv) Fuel Efficiency v) Dependability/Durability e) 40-something couple, both working, with 5 children i) Safety ii) Size (roomy) iii) Price iv) Fuel Efficiency v) Dependability/Durability 6) Discuss surrogate indicators that could be used to evaluate perceived quality for each of the following. i) Surrogate indicator: an attribute used to stand for or indicate another attribute. a) a new shampoo: if a new shampoo is high priced someone may think that it might be high quality shampoo. b) a personal trainer: if he is very muscular you may get the idea that you can end up looking exactly like him if you train with him. c) a new movie: if it has a lot of great actors in it you may assume it’s going to be a good movie. d) a cat: you might assume that this cat lives outside wondering around at night. e) a university: full of college students f) a business suit: people who wear business attire are professional. 7) The table below represents a particular consumer’s evaluative criteria, criteria importance, acceptable level of performance, and judgments of performance with respect to several brands of mopeds. Discuss the brand choice this consumer would make when using the conjunctive, lexicographic, and compensatory rules. 16-2