Chapter 8 - Judgement & Decision - Making Based on High-Effort

on

Judgement & Decision - Making Based on High-Effort 

By Samantha Buendia

High Effort Judgement Process

Judgments are the evaluations regarding the likelihood that a product will have certain features or perform in a certain manner. This is important to the decision-making process, however, it is not the same as decision-making, which can involve choosing between the options that are available. When it comes to Audi's products, the consumer can judge on whether they like the products or not, compare them to other brands, and how expensive the brand can be. Now seeing how a consumer's judgment is an important factor to decision-making, it is best for the marketer to understand the consumer's judgments of:
  • The Likelihood
  • The Goodness of Badness
  • Mental and Emotional Accounting 

Likelihood


With Audi have such a strong brand, consumers can determine the probability of when buying one of its products, it will not breakdown. Based on advertisements, consumers with more expensive tastes can concur that Audi will have certain features and perform in a certain manner. They will make the judgment that the products will have the likelihood of satisfying their needs, therefore they will like it.                                           

Goodness / Badness


Although Audi may seem like a good brand and create a positive judgment for customers, the products do have a few problems. According to the article,  Audi: What's Wrong - And What's Coming Next, Audi's sales had been decreasing back in March 2019 due to their engines not meeting the European Efficiency Test. This caused Audi models that were available to have limited engine choices. Another problem that seems to be damaging their brand is their all-electric product, E-Tron. The product is said to be not only over budget but also late to the market.


The goodness of Audi is their innovative future and what is coming next for the brand. One of their biggest projects at the moment is having a number of all-electric cars and crossover SUVs. It is stated that these models will have more style and emotion, so the customers can connect with the product more. https://www.automobilemag.com/news/audi-struggles-turnaround-plan-ev-e-tron-future-product/  lists the new all-electric products that are on their way. 

Mental and Emotional Account 

Consumers use mental accounting in order to categorize how and where to spend and save their money. For Audi products, many consumers usually use a credit card account. This type of category allows them to make mobile payments for the product. Emotional accounting is the negative or positive feeling associated with each different account. This influences consumers to purchase behavior. When buying an Audi vehicle, the consumer will have a positive account due to the fact of buying a high-end car. However, this also influences their purchase behavior by doing more research on what they buying and how much to buy.



Sources:
https://youtu.be/UaHRkdi98g0


Comments

Post a Comment