Consumer Behaivor Quiz 7

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, and no attribute-by-attribute comparisons are made at the time of choice?

attitude-based choice

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?

consummatory motive

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?

tangible

Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of use = 3, which of the following computers would be chosen using the conjunctive decision rule?

Dell

Which of the following statements is true regarding consumer choice processes?

Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.

Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation?

blind tests

Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using?

compensatory

Which of the following is NOT a decision rule used by consumers?

conjoint

Which of the following is a noncompensatory decision rule?

conjunctive disjunctive lexicographic elimination-by-aspects

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?

indirect

Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school. For Hannah, which type of motive is most likely underlying her request for that specific brand?

instrumental motive

Which type of motives activates behaviors designed to achieve a second goal?

instrumental motives

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?

intangible

The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______.

just noticeable difference

Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute?

lexicographic

Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent?

perceptual mapping

Which of the following is often used as a surrogate indicator of quality?

price advertising intensity warranties country of origin

An attribute used to stand for or indicate another attribute is known as a _____.

surrogate indicator

A metagoal refers to _____.

the general nature of the outcome being sought

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____.

which evaluative criteria are used by the consumer how the consumer perceives the various alternatives on each criterion the relative importance of each criterion