Alternative Evaluation \& Selection Its basic components How Consumers make choices (Bounded Rationality and Affective Decisions) Evaluative Criteria and Its Determination (direct vs. indirect methods e.g., projective techniques) Individual Judgment (understand the implications for marketers) Sensory Discrimination (accuracy) and Just Noticeable Difference (j.n.d.) Surrogate Indicators (importance and examples) Decision Rules Compensatory Weighted additive Non-compensatory rules Lexicographic, EBA, Conjunctive, and Disjunctive Understand the nature of compensatory vs. non-compensatory rules and their differences