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Related Flashcards
Related Topics
Cards In This Set
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Amazon is coming up with simpler packaging that uses less plastic and wire.
This makes it cheaper for Amazon, better for the environment, and easier for consumers to open. Which are the features and which are the benefits? Features: Benefits: Which will sell better? |
Which are the features and which are the benefits? Features: less plastic and wire Benefits: cheaper, green, easier to open
Which will sell better? If you said Benefits you are correct! Direct consumer benefits key...green is indirect and many don’t care. Has been labeled “Frustration-Free Packaging” to emphasize the direct consumer benefit. |
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In reality, all consumers have
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Bounded rationality
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A limited capacity for processing information.
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Bounded rationality
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Consumers also often have goals that are different from, or in addition to,
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Selecting the optimal alternative.
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Refers to the general nature of the outcome being sought.
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A metagoal
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Metagoals in Decision Making:
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Maximize the accuracy of the decision
maximize the cognitive effort required for the decision minimize the experience of negative emotion maximize the ease of justifying the decision |
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Three types of consumer choice processes:
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1. Affective Choice
2. Attitude-Based Choice 3. Attribute-Based Choice |
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Tend to be more holistic. Brand not
decomposed into distinct components for separate evaluation. |
Affective choices
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Evaluations generally focus on how they will make the user feel
as they are used. |
Affective choices
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Choices are often based primarily on the immediate emotional response to the product or service.
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Affective choices
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Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by- attribute comparisons across brands.
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Attribute-Based Choice
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•Involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by- attribute comparisons are made at the time of choice.
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Attitude-Based Choice
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The Eton Radio ad provides consumers all the great features of its radio and uses the
ttag line “Tune in: to independence.” |
This is an example of attribute-based decision making.
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Are typically product features or attributes associated with either benefits desired by customers or the costs they must incur
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Nature of Evaluative Criteria
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Evaluative criteria can differ in
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type number importance
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