MKTG 207 Lecture Notes - Lecture 5: Store Brand, Marketing Mix
Document Summary
An affective choice is a choice based on how a product or brand will make the user feel as they are used, therefore it tends to be more holistic in nature. It is more likely to occur when the underlying motive is consummatory, meaning the motives that underlie behaviors that are intrinsically rewarding to the individual. An attitude-based choice involves the use of general attitudes, summary impressions, intuitions, or heuristics. On the other hand, attribute-based choice requires the knowledge of specific attributes and involves attribute-by- attribute comparisons. Attitude based choices occur when motivation to make the optimal choice is low and when the motivation to make the optimal choice is high, consumers make attribute based choices. Surrogate indicators are attributes used to stand for or indicate other attributes. They include factors such as price, advertising intensity, warranties, brand, and country of origin.
