BUS 343 Chapter Notes - Chapter 5: Brand Loyalty, Cognitive Dissonance, Customer Relationship Management
25 May 2011
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Encourage consumers to see that existing state doesn"t equal desired state. Provide information and where consumers are likely to search. Understand the criteria consumers use in comparing brands and communicate own brand superiority. Understand choice heuristics used by consumers and provide communication that encourages brand decisions. Simple additive: sum the scores of each brand rating on each attribute, choose the brand with the highest overall score. Weighted additive: give weights to each criteria, for each brand multiply the rating and the weight, sum the scores and choose the brand with the highest overall score. Lexicographic: rank the decision criteria; evaluate the brands on the most important criteria. Choose the brand with the highest rating on the most important criteria. If there is a tie, go on to the next most important criteria until a brand is chosen. Elimination by aspects: rank the decision criteria, and determine minimal acceptable levels for each criterion.
