(See related pages)
|
|
|
| Affective choice | choice based on the evaluation of a product generally focused on the way they will make the user feel as the product is used. (See page(s) 557) |
| |
| |
| |
| 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. (See page(s) 561) |
| |
| |
| |
| 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. (See page(s) 561) |
| |
| |
| |
| Blind tests | a test in which the consumer is not aware of the product’s brand name. (See page(s) 570) |
| |
| |
| |
| Bounded rationality | a limited capacity for processing information. (See page(s) 557) |
| |
| |
| |
| Compensatory decision rule | states that the brand that rates the highest on the sum of the consumer’s judgments of the relevant evaluative criteria will be chosen. (See page(s) 577) |
| |
| |
| |
| Conjoint analysis | the most popular indirect measurement approach, the consumer is presented with a set of products or product descriptions in which the evaluative criteria vary. (See page(s) 567) |
| |
| |
| |
| Conjunctive decision rule | establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that surpass these minimum standards. (See page(s) 572) |
| |
| |
| |
| Constant sum scale | the most common method of direct measurement, it assesses the importance assigned to evaluative criteria. (See page(s) 567) |
| |
| |
| |
| Consummatory motives | underlie behaviors that are intrinsically rewarding to the individual involved. (See page(s) 559) |
| |
| |
| |
| Disjunctive decision rule | establishes a minimum level of performance for each important attribute. (See page(s) 572) |
| |
| |
| |
| Elimination-by-aspects decision rule | requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion. (See page(s) 574) |
| |
| |
| |
| Evaluative criteria | the various dimensions, features, or benefits a consumer looks for in response to a specific problem. (See page(s) 562) |
| |
| |
| |
| Instrumental motives | activate behaviors designed to achieve a second goal. (See page(s) 559) |
| |
| |
| |
| Lexicographic decision rule | requires the consumer to rank the criteria in order of importance. (See page(s) 575) |
| |
| |
| |
| Metagoal | refers to the general nature of the outcome being sought. (See page(s) 558) |
| |
| |
| |
| Perceptual mapping | another indirect technique that generally involves the consumer first looking at possible pairs of brands and indicating which pair is most similar, which is second most similar, and so forth until all pairs are ranked. (See page(s) 566) |
| |
| |
| |
| Projective techniques | a form of indirect methods that allow the respondent to indicate the criteria someone else might use. (See page(s) 565) |
| |
| |
| |
| Sensory discrimination | the ability of an individual to distinguish between similar stimuli. (See page(s) 568) |
| |
| |
| |
| Surrogate indicator | an attribute used to stand for or indicate another attribute. (See page(s) 568) |