Chapter16

Chapter16
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16-1

16-1
rational choice theorybounded rationality

consummatory motivesinstrumental motives

http://www.youtube.com/watch?v=sfKKvXX5HSk&feature=related

:sony:SAMSUNG

sonySAMSUNGsony

attribute-based choiceattitude-base choice

16-2

16-2
evaluative criteria

1. 2.

projective techniques- perceptual mapping- =

perceptual mapping

conjoint analysis

49.999.9

16-3

sensory discrimination

surrogate indicator
Made in china
Made in Japan

predictive valueconfidence value

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usage situation
competitive context
advertising effects

blind tests

16-4

Decision Rules for Attribute-Based Choices

16-4

conjunctive decision rule

disjunctive decision rule

elimination-by-aspects decision rule

lexicographic decision

compensatory decision rule
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