SM120 University of Texas Consumer Psychology Brand Selection Project

Project Description:

In the

Consideration

stage (Project 5) you narrowed your choices to a Final Consideration Cluster.

In the

Choice

stage, consumers evaluate selected brands in the considered cluster via a

compensatory

process (weighing trade-offs between brands or versions, where the various qualities of the choices are

compared) to select the final one best alternative.

For this project, you will create a compensatory point system based on desired features, capabilities, or

qualities, and apply this compensatory point system to your Final choice Cluster from Project 5 to make

a final selection (choice).

Submit all of the worksheets below to the

Project 6 Dropbox folder on D2L

.

WORKSHEETS:

E.

COMPENSATORY POINT SYSTEM

F.

FINAL DECISION: APPLY COMPENSATORY POINT SYSTEM TO CONSIDERATION CLUSTER

G.

EVALUATION OF DECISIO