Chapter 16

The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion.

False

Indirect measurement techniques used to determine consumers' evaluative criteria differ from direct measurements in that they assume consumers will not or cannot state their evaluative criteria.

True

The conjunctive decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards.

True

Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as?

projective technique

Consumers make decisions with the help of recommendation agents or bots when ___

there are numerous alternatives

Evaluative criteria can differ on which of the following?

type number importance Correct a, b, and c

Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine all EXCEPT which of the following?

all of the above must be determined

Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands?

attribute-based choice

Evaluative criteria differ on all EXCEPT which of the following?

quality

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

Instrumental motives

Affective choices tend to be holistic in nature.

True

Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.

True

Which of the following is a decision rule used by consumers?

all of the above

Which of the following motives are most likely in affective choices?

consummatory motives

Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable?

disjunctive

Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using?

elimination-by-aspects

Which of the following is NOT a type of consumer choice process?

rational choice

Sam is a retiree with considerable resources, so he doesn't really spend much time on purchase decisions. His belief is that the most expensive brand is probably also the best in terms of quality. Sam uses price as a _____ indicator of quality.

surrogate

A metagoal refers to _____.

the general nature of the outcome being sought

Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance the places of various criteria?

usage situation