10 9 7 10 affordable price 8 10 7 10 convenient hours

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10 9 7 10 Affordable price 8 10 7 10 Convenient  hours 7 8 10 5 Variety of  classes 4 5 8 0   Select alternative that performs the best on most important attribute
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23 Noncompensatory Attribute Importance Crunch 24 Hour Fitness Clarke Convenient  location 10 9 7 10 Affordable price 8 10 7 10 Convenient  hours 7 8 10 5 Variety of  classes 4 5 8 0   Set mental cutoff for attributes (e.g., 7) Reject alternatives that fail to meet or exceed
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24 Noncompensatory Attribute Importance Crunch 24 Hour Fitness Clarke Convenient  location 10 9 7 10 Affordable price 8 10 7 10 Convenient  hours 7 8 10 5 Variety of  classes 4 5 8 0   Set mental cutoff for attributes (e.g., 7) Start with most important,  reject those that don’t meet or exceed. Go the next most  important… Q8
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25 Purchase & consumption Post-purchase 4 5
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26 Give Trade-off Get Needs Satisfied Monetary Price Nonmonetary Value Costs Benefits  Value Q9 & cognitive dissonance
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27 Delight Expected  Service Expectation Perceived  Performance Satisfaction Perceived  Performance Perceived  Performance Satisfaction
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28 Cognitive Dissonance Doubt the decision Cognitive dissonance Q9-10
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29 Needs/wants Search for Alternatives Evaluate Alternatives 1 2 3 Purchase Evaluate Post-Purchase 4 5
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