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CHAPTER SIXTEEN Alternative Evaluation and Selection McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc.  All rights reserved.
Figure 16-1
How Consumers Make Choices ,[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Insight 16-1 ,[object Object],[object Object]
Evaluative Criteria ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Perceptual Mapping
Individual Judgment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Performance on Each Evaluative Criteria
Decision Rules Used by Consumers Conjunctive: Select  all  (or any or first) brands that surpass a minimum level on  each relevant evaluative criterion. Disjunctive: Select  all  (or any or first) brands that surpass a satisfactory level on  any relevant evaluative criterion. Elimination-  Rank the evaluative criteria in terms of importance and establish  by-aspects satisfactory levels for each.  Start with the most important attribute  and eliminate all brands that do not meet the satisfactory level.  Continue through the attributes in order of importance until only  one   brand is left. Lexicographic: Rank the evaluative criteria in terms of importance.  Start with the most  important criterion and select  the  brand that scores highest on that  dimension.  If  two or more brands tie, continue through the attributes  in order of importance until  one  of the remaining brands outperforms  the others. Compensatory: Select  the  brand that provides the highest total score when the  performance ratings for all the relevant attributes are added (with or  without importance weights) together for each brand.
Conjunctive Decision Ad
Disjunctive Decision Ad
Elimination-by-Aspects Ad
Lexicographic Decision Ad
Understanding  which  decision rules  are being used…

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Chap016 cb

  • 1. CHAPTER SIXTEEN Alternative Evaluation and Selection McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
  • 3.
  • 4.
  • 5.
  • 7.
  • 8. Performance on Each Evaluative Criteria
  • 9. Decision Rules Used by Consumers Conjunctive: Select all (or any or first) brands that surpass a minimum level on each relevant evaluative criterion. Disjunctive: Select all (or any or first) brands that surpass a satisfactory level on any relevant evaluative criterion. Elimination- Rank the evaluative criteria in terms of importance and establish by-aspects satisfactory levels for each. Start with the most important attribute and eliminate all brands that do not meet the satisfactory level. Continue through the attributes in order of importance until only one brand is left. Lexicographic: Rank the evaluative criteria in terms of importance. Start with the most important criterion and select the brand that scores highest on that dimension. If two or more brands tie, continue through the attributes in order of importance until one of the remaining brands outperforms the others. Compensatory: Select the brand that provides the highest total score when the performance ratings for all the relevant attributes are added (with or without importance weights) together for each brand.
  • 14. Understanding which decision rules are being used…