Alternative Evaluation and Selection
Compare and contrast the three types of consumer choice processes.
Define evaluative criteria, and discuss the two types.
Amelia is a marketing researcher and conducts studies to determine which evaluative criteria consumers use in a given purchase situation, their judgments of brand performance on specific criteria, and the relative
Explain the difference between a compensatory decision rule and a noncompensatory decision rule.
Think of a major purchase decision you (or your family) have made. Identify from the decision rules discussed in the text the specific rule you used (or combination of rules), define that rule, and describe how you used that rule to select the alternative that you purchased. If you cannot think of a recent major purchase in your life, explain the decision rule you would use to make a major purchase decision (e.g., purchasing a car, computer, home, etc.).