Persuasive Communication - How Audiences Decide. 2nd Edition

Cognitive Processes in Audience Decision Making 131

Sometimes, when faced with a large number of alternatives, audience members start with a

noncompensatory choice rule in order to quickly reduce the number of alternatives under con-

sideration and then switch to a compensatory rule.^253 Consumers use such a two-phase choice

strategy, particularly when choosing among six or more alternative brands.^254 Consumers eliminate

the unacceptable alternatives in the fi rst phase and then compare the remaining alternatives in

more detail in the second phase. In a study of consumers choosing among a number of brands of

typewriters, consumers fi rst eliminated any alternative with a low value for an important criterion

or attribute and then computed the total values for the remaining alternatives.^255 In a study of

experienced consumers choosing among multiple brands of microwave ovens, consumers started

with a noncompensatory evaluation of the microwaves, comparing each microwave to benchmark

standards. Only after eliminating failing alternatives did they compare the remaining microwaves to

each other using a compensatory choice rule.^256

Audiences sometimes use noncompensatory choice rules even when the number of alterna-

tives is small, especially when the decision they are making is not important to them. For example,

consumers choosing stores at which to shop use simple noncompensatory choice rules to plan

shopping trips for unimportant items.^257 They only use the more complex compensatory choice

rules to plan shopping trips for important items.

Audiences may also use noncompensatory choice rules when faced with a large number of attri-

butes.^258 In such cases, they often rely on a two-phase strategy similar to the two-phase strategy for

deciding among multiple alternatives described previously. First they eliminate less important attri-

butes. Then they use a compensatory choice rule to compare their alternatives along the remaining

attributes.^259 A two-phase strategy can work in the other direction as well. When incomparable

scaling of attribute values across alternatives makes comparisons diffi cult, for example, when the

price of similar foreign products is quoted in different currencies, audiences may switch from com-

pensatory to noncompensatory choice rules.^260

COGNITIVE PROCESSES IN AUDIENCE DECISION MAKING:

IMPLICATIONS FOR COMMUNICATORS

• The main takeaway for communicators in Chapter 3 is that in order for audiences to arrive
  at a rational decision, they must first be able to complete a specific set of cognitive pro-
  cesses. The audience’s decision-making process is not a black box. It is predictable and
  subject to many information-processing constraints.


• Use the information presented in the chapter to make stylistic and organizational choices
  that aid audience decision making, to diagnose problems with ineffective communica-
  tions, and to handle communication issues with new media adaptively.


• Why use the information? To help your audience make decisions faster and more effi-
  ciently. To reduce the risk that your audience will discard your information because it
  seems unclear or disorganized to them.


• To apply the information presented in the chapter, (1) identify likely problems when edit-
  ing or planning communications; (2) determine which cognitive process is affected by
  each problem; and (3) refer to the section of Chapter 4 dealing with proven techniques
  for aiding that particular process.