Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 32

Develop a list of evaluative criteria that students might use in evaluating alternative apartments they might rent. After listing these criteria, go to the local newspaper or student newspaper, select several apartments, and list them in a table similar to the one in Question 31. Then have five other students evaluate this information and have each indicate the apartment he or she would rent if given only those alternatives. Next, ask them to express the importance they attach to each evaluative criterion, using a 100-point constant sum scale. Finally, provide them with a series of statements that describe different decision rules and ask them to indicate the one that best describes the way they made their choice. Calculate the choice they should have made given their importance ratings and stated decision rules. Have them explain any inconsistent choices. Report your results.