Alternative Evaluation Process

Consumers have evaluation criteria

o usually no more than 6
o salience: relative importance of criteria
o price, brand, country of origin
consumer decision rules
o noncompensatory:
one in which the weaknesses of a possible
alternative are not offset by its strengths. This means
that if a product does not meet certain consumer
requirements, it is eliminated from further
consideration
simple additive
consumer scores each alternative on each of
the evaluative criteria. The scores typically run
from 1 to 10, with 10 being the best score. A
score for each alternative is determined by
 summing its individual evaluative criterion
scores. The highest score wins.
weighted average
Relative Supplier Supplier
Weights A B

Monthly rates 4 5 7

Number of dropped calls 2 8 6

Itemized billing 1 10 8

Customer service 3 9 7

multiply each one by the weights, then add by
supplier
o compensatory
allows for trade-offs among strengths and
weaknesses.
disjunctive
consumer first decides which criteria are
determinant and which are not and then
establishes a minimum score or level of
benefits to be delivered on each one.
Each alternative considered must meet this
score on each determinant attribute to be
acceptable. If more than one product meets
the minimum, there is no winner and some
other rule must be used to lead to a final
choice
conjunctive
consumer considers all evaluative criteria as
determinant, and a minimum/maximum
acceptable value or score is established for
each one.
lexicographic
the consumer places the evaluative criteria in
rank order of importance. The alternatives are
then compared on the most important
evaluative criterion. If one of them has a higher
score (is a better choice) than any of the
remaining alternatives, that one is the
winner. If two or more alternatives have the
same highest score on the highest-ranked
criterion, the consumer drops the other
alternatives and goes to the second evaluative
 criterion following the same procedure just
described.
Elimination by aspects
consumer again ranks the evaluative criteria
and also sets minimum scores that must be
met on each of them. The alternatives that do
not meet each minimum on one or more of the
evaluative criteria are eliminated. The
remaining alternatives are then compared
using the same procedure as followed when
applying the lexicographic rule.
Ch.8, communication
Heirarchy of effects
o Refers to a sequence of cognitive, affective, and conative
responses consumers experience in relation to exposure to
marketing communication messages.
o AIDA
four steps to motivate a consumer to purchase. The
marketer must create attention, capture interest,
stimulate desire, and invoke action.
o Elaboration likelihood model
factual methods likely to be persuasive
Two conditions affect elaboration likelihood
motivation and ability
message relevance
o Source Factors
credibility
attractiveness
identification with actual vs ideal self
o message factors
tone
processing
pace
emotional appeals
o fear
o humor
o sex
o ego
Self & Lifestyle
Self image
 o

actual self
private self
self-consistency
o drives people to remain consistent to
actual self
ideal self
how youd like to be
self-esteem
o drives people to be constant with ideal
self-image
social self
how we believe others see us
o Self-image congruence
when consumers image matches brand-user image
Personality
o 3 states
compliance
A personality trait describing a tendency to
deal with anxiety by moving toward people and
complying with their wishes.
Aggressiveness
 A personality trait describing a tendency to
deal with anxiety by moving against people
and confronting them.
Detachment
A personality trait describing a tendency to
deal with anxiety by moving away from people
and asserting ones independence.
o Generalized self confidence
someone comfortable making decisions
o dogmatic
closed minded
o rigidity
o tolerance of ambiguity
o self-esteem
o self-monitoring
o self-consciousness
o attention to social comparison
o separateness vs connectedness
o impulsiveness
o extraversion and neuroticism
o need for cognition
o affect intensity
Some people consistently experience emotions with
greater strength than others do when exposed to
emotionally provocative situations, regardless of
whether these emotions are positive or negative.
o Regulatory focus (Higgins)
people are motivated by two distinct motivational
systems with different strategic means for self-
regulation guide behaviornamely, promotion focus
and prevention focus
Promotion-focused consumers use strategic
means that are approach oriented, whereas
prevention-focused consumers use means that
are avoidance oriented
Trait Effect

High-compliance consumers tend to be reluctant to make

Compliance decisions; they have a preference for products designed to
enhance social relationships.

High-aggressiveness consumers have a preference for products

Aggressiveness
with high status and success images.
 High-detachment consumers have a tendency to move away
Detachment
from stress; they have a desire to be left alone.

High-generalized-self-confidence consumers are early adopters

of new products; they have a tendency against store loyalty.
Generalized
Low-generalized-self-confidence consumers have preference for
self-confidence
brands from highly visible manufacturers; they have a tendency
toward store loyalty.

High-self-consciousness consumers have a tendency to use

Self-
products in a manner that conveys what they feel is an
consciousness
appropriate self-image.

Self-monitoring High-self-monitoring consumers have a tendency to be

influenced more by image advertising than by informational
advertising.

Low-self-esteem consumers have a preference for portion-

Self-esteem
controlled snack items because of lack of self-control.

Consumers high on dogmatism tend to be reluctant to accept

Dogmatism
new or unfamiliar products.

Consumers high on rigidity tend to be unwilling to risk the

Rigidity
purchase of new products.

Consumers high on intolerance of ambiguity tend to be reluctant

Intolerance of
to seek information about products; they also have a tendency to
ambiguity
buy typical rather than atypical products.

Attention to
Consumers high on attention to social comparison have a
social
tendency to choose brands preferred by others.
comparison

Optimum Consumers with a high optimum stimulation level have a

stimulation tendency to respond cognitively to advertising; they are easily
level bored by repetitious advertising; they have a tendency to seek
more information about and variety in products; they are riskier
decision makers.

State versus Consumers high on action orientation have a tendency to try

action new products or brands; the opposite is true of state-oriented
orientation consumers.

Consumers high on separateness have a tendency to react

Separateness
positively to ads reflecting independence and individualism.
versus
Consumers high on connectedness have a tendency to react
connectedness
positively to ads reflecting relationships and togetherness.
 Consumers high on impulsiveness have a tendency to be driven
Impulsiveness by emotion rather than utilitarian need when buying products
and services.

Consumers high on extraversion have a tendency to experience

Extraversion
more positive than negative feelings in response to advertising.

Consumers high on neuroticism have a tendency to experience

Neuroticism
more negative than positive feelings in response to advertising.

Consumers high on need for power have a tendency to prefer

Need for power
products and services high in status and prestige.

Consumers high on need for affiliation have a tendency to prefer

Need for
products and services that serve to bring people together and
affiliation
help with personal relationships.

Consumers high on need for achievement have a tendency to

Need for
prefer products and services that serve to get the job done and
achievement
achieve excellence in task achievement.

Consumers high on affect intensity have a tendency to overreact

Affect intensity to emotional advertising. Those low on affect intensity tend to
underreact to emotional advertising.

Consumers high on need for cognition have a tendency to

Need for respond to advertising with quality arguments. Those who are
cognition low on need for cognition tend to respond to advertising
featuring attractive endorsers.

Compared with consumers with a prevention focus, those with a

promotion focus have a tendency to experience temptations
Regulatory more intensely but exert more self-control. Also, similar brand
focus (Higgins) extensions are evaluated more favorably than less similar
extensions when consumers are prevention focused than when
they are promotion focused.

Trait Effect

Market mavens tend to gather information and coupons about a

variety of products and brands, shop around for new products,
Market maven
and advise others about what is good and bad in the
marketplace.

Consumer People high on consumer innovativeness tend to adopt

innovativeness technological innovations.
 Consumers high on opinion leadership tend to educate and
Opinion
inform others about the introduction of a new product or service
leadership
that falls within the opinion leaders area of expertise.

Product-specific Consumers with high product-specific self-confidence tend to

self-confidence purchase from specialty stores.

Product-specific Consumers with low product-specific self-efficacy tend to resist

self-efficacy adoption of technological innovations.

Product-specific Consumers with high product-specific subjective knowledge tend

subjective to be innovative, be emotionally involved, and buy and consume
knowledge the product category more than others.

Coupon Consumers high on coupon proneness tend to redeem coupons

proneness more than others.

Value Consumers high on value consciousness tend to prefer brands

consciousness having high value for the money spent.

Consumers who are highly deal prone tend to look for deals and
Deal proneness
bargains.

Consumers with high product-specific involvement tend to inject

Product-specific
meaning into the various attributes and features of a particular
involvement
product or service.

Consumer
Relationship-prone consumers tend to engage in relationships
relationship
with retailers of particular product category.
proneness

Technology Consumers high on technology anxiety tend to feel more anxious

anxiety when using self-serving technologies.

Need for tactile Consumers with a strong need for tactile input tend to inspect
input and evaluate the product by touching it.

Centrality of Consumers with a high level of centrality of visual product

visual product aesthetics tend to notice and dwell on the aesthetics aspects of
aesthetics product design.

Lifestyle
consumer lifestyle
Lifestyle is a group phenomenon
o An individuals lifestyle is influenced by a variety of
factors, including participation in social groups and
relationships with significant others.
 Lifestyle influences many aspects of behavior
o A persons lifestyle commits that individual to a certain
consistency in behavior. Knowing our conduct in one aspect
of life enables marketers to predict how we are likely to
behave in other areas
Lifestyle implies a central life interest
o A distinct lifestyle may be identified when some activity or
interest influences other, even unrelated, activities. A
persons central interest, for example, may be family,
work, leisure, or religion. The upper-middle-class lifestyle,
for instance, is usually regarded as education and career
oriented.
o Lifestyles vary according to sociologically relevant
variables
o These include such determinants as age, sex, sexual
orientation, ethnicity, social class, region, and many more.
The rate of social change also has a great deal to do with
variation in lifestyles.
VALS
Group & social influnce
Ch 11