2-24-09.docx - Non Compensatory Model Consumers rate brands...

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Non Compensatory Model - Consumers rate brands by one criterion at a time. A bran can be eliminated a result of a deficiency on one attribute o Conjunctive strategy A consumer considers a brand only if it meets a minimum acceptable level of standards on all key attributes. o Lexicographic Strategy A consumer ranks product attributes from the most to the least important. The brand that performs the best on the most important attribute is selected. o In case of a tie brands are evaluated on the next most important attribute and so on until the tie is broken. - Product Choice o Sales Techniques that Influence Purc hase Commitment Reciprocation Scarcity Ex Scarcity Study Study Procedure Participants tasted a chocolate chip cookie from jar and rated its quality For ½ the rates, the jar contained 10 of the “target” cookies. For the other ½ the raters, the jar contained 2 target cookies. o
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2-24-09.docx - Non Compensatory Model Consumers rate brands...

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