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2.1.1 Affective-based choice
According
to
Hawkins,Motherbaugh,Best (2005), Affective-based choice is a
choice of all about the way the products will make the customers feel as they use
or consume them. In other hand, affective
component
represent
feelings
or
emotional reactions to an object. Affective-based choice is affected by 2 motives:
1. Consummatory
Motives-
underlie
behaviors
that
are
intrinsically
rewarding to individual involved.
2. Instumental
Motives-
activate
behaviors
designed
to
achieve
a
second
goal.
For
example,
one
customer
might
dine
out
at
Pizza
Marzano
to
fullfill
his/her
need of hungry mood to consume a delicious food (consummatory motive),
whereas another customer
might dine out at Pizza Marzano
in
looking
for a great
ambiance of the restaurant (instumental motive).
2.1.2 Cognitive-Based Choice
A
cognitive
based
choice
consists of
consumer’s
belief
about
an object.
Hawkins,Motherbaugh,Best
(2005)
state
that
its
require
the
knowledge of
specific
attributes
of
the
time
the
choice
is
made.
Pizza
Marzano’s
customers
may believe that Pizza Marzano is a suitable place for dine out with a reasonable
price that match with its high quality of food which served using imported
ingredients.
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