BU352 Chapter Notes - Chapter 4: Decision Rule, Financial Risk, Determinant
Document Summary
Affective component: a component of attitude that reflects what a person feels about the issue at hand his or her like or dislike of something. Attitude: a person"s enduring evaluation of his or her feelings about and behavioural tendencies toward an object or idea; consists of three components: cognitive, affective, and behavioural. Behavioral component: a component of attitude that comprises the actions a person takes with regard to the issue at hand. Cognitive component: a component of attitude that reflects what a person believes to be true. Compensatory decision rule: is at work when the consumer is evaluating alternatives and trades off one characteristic against another, such that good characteristics. Consumer decision rules: the set of criteria consumers use consciously or subconsciously to quickly and efficiently select from among several alternatives. Decision heuristics: mental shortcuts that help consumers narrow down choices; examples include price, brand, and product presentation.
