BA 3301 Lecture Notes - Lecture 29: Decision-Making, Toothpaste, Impression Management
Document Summary
Number of items being chosen, clutter, noise etc. Product is seen as a set of outcomes or solutions. Consumers tend to think of product or services in terms of their consequences which are specilc events or outcomes that consumers experience when they purchase and/or consume a product or service. Suppose your roommates said they had a real hankering for chocolate and you decide to surprise them by buying some. After the consideration set is selected, have to evaluate the information to make a choice. Mixed choice: some brands present, others not. More general theory; more applicable for high involvement choices. Compensatory model involved a weighted average one attribute may compensate for another . A very few important and highly rated attributes can carry the choice less is better . Even the simplest choice requires a complex calculation! Do we know what a 9 is? (more later) Public vs. private choice processes self monitoring and impression management.
