2. ALTERNATIVE EVALUATION AND SELECTION16
CHAPTER
ALTERNATIVE EVALUATION AND SELECTION

3. Alternative Evaluation and Selection

4. How Consumers Make Choices
In reality, all consumers have bounded rationality
A limited capacity for processing information.
Consumers also often have goals that are different from, or in addition to, selecting the optimal alternative.
A metagoal refers to the general nature of the outcome being sought.

5. How Consumers Make Choices
Metagoals in Decision Making
Maximize the accuracy of the decision
Minimize the cognitive effort required for the decision
Minimize the experience of negative emotion
Maximize the ease of justifying the decision

6. How Consumers Make Choices
Affective Choice
Attitude-Based Choice
Attribute-Based Choice
Three types of consumer choice processes:

7. How Consumers Make Choices
Affective Choice
Affective choices tend to be more holistic. Brand not decomposed into distinct components for separate evaluation.
Evaluations generally focus on how they will make the user feel as they are used.
Choices are often based primarily on the immediate emotional response to the product or service.

8. How Consumers Make Choices
Attribute- versus Attitude-Based Choice Processes
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.
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.

9. Evaluative Criteria Nature of Evaluative Criteria
Evaluative criteria are typically product features or attributes associated with either benefits desired by customers or the costs they must incur.
Evaluative criteria can differ in
type
number
importance