The document discusses three types of consumer choice processes: 1) Affective-based choice, which is based on an immediate emotional response to a product without considering attributes. Marketers should help consumers envision how a product will make them feel. 2) Attribute-based choice, which involves comparing a product's specific attributes to other options. This process is more effortful and takes more time. 3) Attitude-based choice, where decisions are made based on general attitudes, impressions, intuitions or heuristics rather than comparing attributes. The type of choice process used depends on motivation, available information, and the situation. Combinations of these processes may be used for a single decision.

1. HOW CONSUMERS MAKE
CHOICES
Team 1
Francis Martinez | Michela Caltran | Roushan Kumar
Roman Malyshev | Gregory Vanhaute | Ding Zhao

2. The aim of marketing is
to know and understand the customer
so well the product or service
fits him and sells itself.
- Peter Drucker

3. A consumer choice is a
complex nonlinear
process:
 Bounded Rationality: a
limited capacity for
processing information
 Preferences are not stable
They construct a decision process that is appropriate
for the situation at hand.

4. Affective Based Choice
 Based primarily on the immediate
emotional response to the
product or service.
 The underlying motive is
consummatory: rewarding to the
individual.
 Marketers should help consumers
visualize how they will feel during
and after the consumption
experience.

6. Can you think of a recent
purchase, where you made
an affective choice?

7. Attribute Based Choice
 Attribute-based choice requires the
knowledge of the specific attributes
of the alternatives at the time the
choice is made, and it involves
attribute-by-attribute comparisons
across brands.
 This is an effortful and time-
consuming process. It also tends
to produce a more nearly optimal
decision

9. What product categories do you think
will fall under the attribute-based choice?
• Vehicles
• Sport equipment
• Technology products

10. Attitude Based Choice
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.
General attitudes
Summary impression
Intuition or heuristics

12. In which situation would you base
your purchase on someone’s opinion
rather than affective
or attribute-based choice?

13. Conclusion
Motivation, information availability and situational factors interact to
determine which choice process will be used.
Three types of consumer choice processes are:
 Affective choice
 Attribute-based choice
 Attitude-based choice
These are not mutually exclusive and combinations may be used in
a single decision.

14. Thank you for
your participation!