Which type of consumer choice process requires the knowledge of specific attributes?

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based exclusively or primarily on the immediate emotional response to the product or service.Attribute-based choicerequires the knowledge of specific attributes at the time the choice ismade, and it involves attribute-by-attribute comparisons across brands.Attitude-basedchoices,on the other hand, involve the use of general attitudes, summary impressions,intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice.There can also be combinations of these forms. Motivation, information availability, andsituational factors interact to determine which choice process will be used. The greater themotivation to make an optimal decision, the more likely an attribute-based choice will be made.In general, the importance of making an optimal decision increases with the value of the itembeing considered and consequences of a nonoptimal decision.AACSB: AnalyticBlooms: ComprehensionDifficulty: 2 MediumLearning Objective: 16-02 Summarize the types of choice processes consumers engage inTopic: Types of Consumer Choice Processes100.(p. 549)Evaluative criteriaare the various dimensions, features, or benefits a consumer looks for inresponse to a specific problem. Discuss the two types.The type of evaluative criteria a consumer uses in a decision varies fromtangiblecost andperformance features tointangiblefactors such as style, taste, prestige, feelings generated,and brand image.AACSB: AnalyticBlooms: ComprehensionDifficulty: 1 EasyLearning Objective: 16-03 Explain evaluative criteria and their measurementTopic: Nature of Evaluative Criteria101.(p. 551-553)Amelia is a marketing researcher and conducts studies to determine which evaluative criteriaconsumers use in a given purchase situation, their judgments of brand performance onspecific criteria, and the relative importance they place on evaluative criteria. Explain howAmelia does this.Determination of Which Evaluative Criteria Are Used.To determine which criteria are usedby consumers in a specific product decision, the marketing researcher can utilize either director indirect methods of measurement. Direct methods include asking consumers what criteriathey use in a particular purchase or, in a focus group setting, noting what consumers sayabout products and their attributes. Direct measurement techniques assume that consumerscan and will provide data on the desired attributes. Indirect measurement techniques differfrom direct in that they assume consumers will not or cannot state their evaluative criteria.

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What are the three types of consumer choice processes?

Which type of consumer choice process involves the use of general attitudes?

What methods are available for measuring consumers judgments of brand performance on specific attributes?

Which decision rule requires knowledge of importance rankings of evaluative criteria?