Decisions based on Product Attributes

Attribute processing which occurs when consumers compare across

brands one attribute at a time, such as comparing each brand on price.

According to additive difference model, brands are compared by

attribute, two brands at a time.

With the lexicographic model, consumers order attributes in terms of

importance and compare the options one attribute at a time.

The elimination-by-aspects model is similar to lexicographic model but

incorporates the notion of an acceptable cutoff.
Decisions based on Gains and Losses

Research shows that the decisions consumers

make also depend on whether the consumer is
motivated to seek gains or to avoid losses.
According to prospect theory, losses loom
larger than gains for consumers even when the
two outcomes are of the same magnitude.
 DECIDING WHAT BRAND TO CHOOSE:
HIGH-EFFORT FEELING-BASED DECISIONS

With affective decision making, consumers make

a decision because the choice feels right rather
than because they have made a detailed,
systematic evaluation of offerings.

• Appraisal and Feelings

Appraisal theory examines how our emotions are
determined by the way that we think about or “appraise”
the situation, a field being explored by many researchers.
 • Affective Forecasts and Choices

What Will I Feel? How Much Will I Feel How Long Will I Feel It?
It?
• Valence (good or • Intensity • Duration
bad)
• Nature of feeling
(specific emotion
on such as
happiness, regret,
guilt, shame)

• Imagery
Consumers can attempt to imagine themselves
consuming the product or service.
 ADDITIONAL HIGH-EFFORT DECISIONS

Consumers in high-effort situations face two more key decisions. First, should they delay
the decision or make it right now? And second, how can they make a decision when the
alternatives cannot be compared?

Decision Making When Alternatives

Decision Delay Cannot Be Compared

If consumers perceive the Consumers sometimes

decision to be too risky or if need to choose from a set
it entails an unpleasant of options that cannot be
task, they may delay directly compared on the
making a decision. same attributes.