MKG 310 Quiz 16

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

all of the above are types of consumer choice processes

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

all of the above

A limited capacity for processing information is known as _____.

bounded rationality

A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate?

brand alliance

Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen?

compensatory

Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria?

constant sum scales

Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion, and all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?

elimination-by-aspects

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use?

projective techniques

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

surrogate indicator