Cognitive Dissonance
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buyer's regret
Elimination by aspect rule (two parts)
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Non-compensatory decision rule. Products are eliminated based on
specific cut offs for predetermined attributes
Extensive problem solving (two parts).
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Consumers have not established criteria for evaluating the product.
Consumers have not narrowed the number of brands to be considered as
part of evoked set
Mental accounting
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The process in which decisions are influenced by the way the program is
posed (framing) and whether is in terms of loss or gain
Compensatory decision rules (two parts)
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Consumer evaluates brands in terms of each attribute and computes a
summated score for each brand. Allows a positive evaluation on one
attribute to balance out a negative evaluation on another attribute
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buyer's regret
Elimination by aspect rule (two parts)
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Non-compensatory decision rule. Products are eliminated based on
specific cut offs for predetermined attributes
Extensive problem solving (two parts).
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Consumers have not established criteria for evaluating the product.
Consumers have not narrowed the number of brands to be considered as
part of evoked set
Mental accounting
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The process in which decisions are influenced by the way the program is
posed (framing) and whether is in terms of loss or gain
Compensatory decision rules (two parts)
Give this one a try later!
Consumer evaluates brands in terms of each attribute and computes a
summated score for each brand. Allows a positive evaluation on one
attribute to balance out a negative evaluation on another attribute
