Chapter 16: Part 2 Flashcards
(15 cards)
Evaluative criteria
typically associated with desired benefits
Before a marketing manager or public policy decision-maker can develop a sound strategy to influence consumers decisions, he/she must determine:
- Which evaluative criteria are used by the consumer
- How the customer perceives the various alternatives on each criterion
- Relative importance of each criterion
Direct methods
include asking customers what criteria they will use for a specific purchase
Indirect methods
includes projective techniques and perceptual mapping
Projective techniques
allow respondents to indicate criteria someone else may use
Perceptual mapping
indirect, visually displays perceptions of brands that consumers have
Conjoint analysis
consumer is presented with a set of products or product descriptions in which evaluative criteria may vary
Noncempensatory rule
high level of one attribute cannot offset a low level of another
Compensatory rule
consumers average across attribute levels
Conjuctive decision rule
establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these expectations
Disjunctive decision rule
establishes a minimum level of performance for each important attribute
Elimination-by-aspects decision rule
requires consumer to rank the evaluative criteria in terms of their importance and establish a cutoff point for each criterion
Lexicographic decision rule
requires consumer to rank the criterion in order of importance
Compensatory decision rule
brand that rates the highest on the sum of the consumer’s judgements of the relevant evaluative criteria will be chosen
Products/services targeting consumers likely to use a compensatory rule can
offset low performance on some features with high performance on others
