Consumer
Behavior
Tutorial 5
Table of contents
01 02 03
Alternative
Case Study Quiz 2
evaluation overview
Consumer Decision Making Process
Alternative Evaluation and Selection
Attitude Vs Attribute Based Choices
❖ 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.
❖ 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 Vs Attribute Based Choices
Decision Rules for Attribute-Based Choices
⮚ Conjunctive Rule
⮚ Disjunctive Rule
⮚ Elimination-by-Aspects Rule
⮚ Lexicographic Rule
⮚ Compensatory Rule
Conjunctive rule
● Establishes minimum required performance for each evaluative criterion.
Selects the first (or all) brand(s) that meet or exceed these minimum standards.
If minimum performance was:
Conjunctive rule
● Lenovo, Acer, Dell, and Toshia are eliminated because
they fail to meet all the minimum standards.
Disjunctive rule
● Establishes a minimum required performance for each important attribute
(often a high level). All brands that meet or exceed the performance level
for any key attribute are acceptable. If minimum performance was:
Disjunctive rule
Acer, Compaq, and Dell meet minimum for at
least one important criterion and thus are
acceptable.
Elimination by Aspects
● First, evaluative criteria ranked in terms of importance
Second, cutoff point for each criterion is established. Finally
(in order of attribute importance) brands are eliminated if
they fail to meet or exceed the cutoff. If rank and cutoff
were:
Lexicographic rule
• Consumer ranks the criteria in order of importance.
• Then selects brand that performs best on the most important attribute.
• If two or more brands tie, they are evaluated on the second most
important attribute.
• This continues through the attributes until one brand outperforms the
others.
Compensatory rule
• The compensatory decision rule states that the brand that rates highest
on the sum of the consumer’s judgments of the relevant evaluative
criteria will be chosen.
Compensatory rule
Using this rule, Dell has the highest preference and
would be chosen.
Case Study
Discussion Questions
1. Linking to the case study, discuss the type of consumer decision making
process. Mention whether it is a generic or selective problem recognition,
type of information search, and degree of involvement.
2. What were the brands and the evaluative criteria considered?
3. Where do Apple and Samsung lie on the importance performance
Analysis Matrix?
4. In your opinion, how Samsung could have avoided such an issue?
Midterm Format
Exam is from lecture 1-6.
• Mcq
• False questions with
justification
• Problem solving
• Case study
Thank You