CHAPTER 16
ALTERNATIVE EVALUATION AND SELECTION
1 CONSUMER CHOICE AND TYPES OF CHOICE PROCESS
1.1 Types of consumer Choice Processes
2 EVALUATIVE CRITERIA
2.1 Nature of Evaluative Criteria
2.2 Measurement of Evaluative Criteria
2.2.1 Determination of Which Evaluative Criteria Are Used
3 INDIVIDUAL JUDGEMENT AND EVALUATIVE CRITERIA
3.1 Accuracy of Individual Judgments
3.3 The Relative Importance and Influence of Evaluative Criteria
4 DECISION RULES FOR ATTRIBUTE-BASED CHOICES
4.1 Conjunctive Decision Rule
4.4 Lexicographic Decision Rule
4.5 Compensatory Decision Rule