MKT351 ch16
10. The fact that consumers have limited capacity for processing information is referred to as _____. A. bounded rationality B. instrumental capacity C. cognitive capacity D. cognitive dissonance E. all of the above
a
13. Which of the following tends to be more holistic in nature, and the brand is not decomposed into distinct components that are evaluated separately from the whole? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice
a
14. Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice
a
15. Which of the following motives are most likely in affective choices? A. consummatory motives B. primary motives C. affective motives D. immediate motives E. instrumental motives
a
18. Which type of motives activates behaviors designed to achieve a second goal? A. instrumental motives B. affective motives C. cognitive motives D. consummatory motives E. personal motives
a
19. 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? A. instrumental motive B. affective motive C. cognitive motive D. consummatory motive E. personal motive
a
3. Which of the following does NOT influence the evaluation of alternatives on each criterion? A. decision rules applied B. evaluative criteria C. importance of criteria D. alternatives considered E. All of the above influence the evaluation of alternatives on each criterion.
a
30. Cost and performance features are examples of which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E. instrumental
a
31. 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? A. tangible B. intangible C. primary D. secondary E. instrumental
a
37. Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes? A. direct B. indirect C. projective D. perceptual mapping E. word association
a
38. Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz? A. direct B. indirect C. projective D. perceptual mapping E. word association
a
44. 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? A. perceptual mapping B. conjoint analysis C. evaluative mapping D. regression analysis E. factor analysis
a
9. Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____. A. metagoals B. rational goals C. evoked goals D. affective goals E. primary goals
a
22. Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, as well as no attribute-by-attribute comparisons being made at the time of choice? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice
b
23. Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice
b
29. The two types of evaluative criteria are _____. A. primary and secondary B. tangible and intangible C. manifest and latent D. direct and indirect E. consummatory and instrumental
b
32. Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E. instrumental
b
33. Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria. A. tangible B. intangible C. primary D. secondary E. consummatory
b
39. Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria? A. direct B. indirect C. primary D. secondary E. differential
b
46. Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes? A. rank ordering scales B. semantic differential scales C. constant sum scales D. Likert scales E. nominal scales
b
8. A metagoal refers to _____. A. the overall amount of energy devoted to any given purchase B. the general nature of the outcome being sought C. the conscious thinking of all decision processes D. using nonfinancial criteria to make purchase decisions E. none of the above
b
12. Which of the following is(are) NOT a type of consumer choice process? A. affective choice B. attitude-based choice C. rational choice D. A and B E. All of the above are types of consumer choice processes.
c
2. Marketing strategies to deal with choice overload include A. increasing the number of product assortments. B. selecting alternatives that have little meaningful differences. C. subscription decision services such as e-tailer Stich Fix. D. increasing the square footage in brick and mortar stores. E. none of the above.
c
24. Which of the following statements is TRUE regarding consumer choice processes? A. Attitude-based choices require the knowledge of specific attributes at the time the choice is made. B. The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made. C. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made. D. Consumers do not use attitude-based choices for important products. E. Attitude-based choices require the comparison of each specific attribute across all brands considered.
c
28. Evaluative criteria differ on all EXCEPT which of the following? A. type B. number C. quality D. importance E. Evaluative criteria can differ on all of the above.
c
36. To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement? A. primary and secondary B. manifest and latent C. direct and indirect D. immediate and delayed E. nominal and interval
c
41. Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use? A. tangible B. intangible C. projective techniques D. perceptual mapping E. conjoint analysis
c
42. 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? A. tangible technique B. intangible technique C. projective technique D. perceptual mapping E. conjoint analysis
c
6. A limited capacity for processing information is known as _____. A. working memory B. bounded memory C. bounded rationality D. bounded processing E. finite processing
c
7. Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as _____. A. working memory B. bounded memory C. bounded rationality D. bounded processing E. finite processing
c
16. Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved? A. instrumental motives B. affective motives C. cognitive motives D. consummatory motives E. personal motives
d
17. Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive? A. instrumental motive B. affective motive C. cognitive motive D. consummatory motive E. personal motive
d
20. Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made and involves attribute-by-attribute comparisons across brands? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice
d
21. Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice
d
25. The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____. A. alternatives B. choices C. heuristics D. evaluative criteria E. motives
d
26. Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____. A. alternatives B. choices C. heuristics D. evaluative criteria E. motives
d
35. 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? A. which evaluative criteria are used by the consumer B. how the consumer perceives the various alternatives on each criterion C. the relative importance of each criterion D. all of the above E. none of the above
d
40. Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria? A. conjoint analysis and factor analysis B. factor analysis and regression analysis C. regression analysis and perceptual mapping D. projective techniques and perceptual mapping E. projective techniques and regression analysis
d
43. A technique that requires consumers to judge the similarity of alternative brands is _____. A. conjoint analysis B. attitude survey C. semantic differential scale D. perceptual mapping E. none of the above
d
45. With the information provided by perceptual mapping, the marketer can determine all of the following EXCEPT _____. A. how the position of brands changes in response to marketing efforts B. how different brands are positioned according to evaluative criteria C. how to position new brands using evaluative criteria D. how consumers will trade one evaluative criteria for another E. all of the above
d
5. Attribute-based choice requires _____. A. the knowledge of specific attributes at the time the choice is made B. attribute-by-attribute comparisons across brands C. summary impressions D. A and B E. all of the above
d
1. When experiencing choice overload, consumers may A. respond with "analysis paralysis" and make no decision. B. use heuristics to make a decision. C. end up feeling dissatisfied with their choice. D. blame themselves for making a bad choice. E. all of the above.
e
11. Which of the following is(are) a type of consumer choice process? A. affective choice B. attitude-based choice C. attribute-based choice D. A and B E. A, B, and C
e
27. Evaluative criteria can differ on which of the following? A. type B. number C. importance D. A and B E. A, B, and C
e
34. Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____. A. which evaluative criteria are used by the consumer B. how the consumer perceives the various alternatives on each criterion C. the relative importance of each criterion D. A and B E. A, B, and C
e
4. Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as _____. A. consumers seek one optimal solution to a problem and choose on that basis B. consumers have the skill and motivation to find the optimal choice C. the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context D. A and C E. all of the above
e
