| 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.
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| 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.
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| 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.
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| Blind tests | A test in which the consumer is not aware of the product's brand name.
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| Bounded rationality | A limited capacity for processing information.
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| 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.
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| 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.
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| Conjunctive decision rule | Establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that surpass these minimum standards.
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| Consummatory motives | Underlie behaviors that are intrinsically rewarding to the individual involved.
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| Disjunctive decision rule | Establishes a minimum level of performance for each important attribute.
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| 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.
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| Evaluative criteria | The various dimensions, features, or benefits a consumer looks for in response to a specific problem.
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| Instrumental motives | Activate behaviors designed to achieve a second goal.
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| Lexicographic decision rule | Requires the consumer to rank the criteria in order of importance.
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| Metagoal | Refers to the general nature of the outcome being sought.
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| 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.
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| Projective techniques | A form of indirect methods that allow the respondent to indicate the criteria someone else might use.
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| Sensory discrimination | The ability of an individual to distinguish between similar stimuli.
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| Surrogate indicator | An attribute used to stand for or indicate another attribute.
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