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SQ16 - SQ16 CHAPTER 16 ALTERNATIVE EVALUATION AND SELECTION...

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September 29, 2011 SQ16 - CHAPTER 16 ALTERNATIVE EVALUATION AND SELECTION 1) What are the differences between affective, attribute-based , and attitude-based choice processes ? Affective choice- tend to more holistic, focused on how it will make the user feel as they are used. Attribute- based choice- requires the knowledge of specific attributes at the time the choice is made, and it involves attribute- based choice. Attitude based- involves the use of general attitudes, summary impressions, intuition, or heuristics, no attribute-by attribute comparisons are made at the time of choice. 2) What are the differences between consummatory motives and instrumental motives? Consummatory motives- underlie behaviors that are intrinsically rewarding to the individual involved. Instrumental motives- activate behaviors designed to achieve a second goal. 3) Would you use an attribute-based, attitude-based, or affective choice process for each of the following. Why?
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