MKTG351 Final - Alternative Selection

Affective choice

-Affective choices tend to be more holistic. Brand not decomposed into distinct components for separate evaluation. -Evaluations generally focus on how they will make the user feel as they are used. -Choices are often based primarily on the immediate emotional response to the product or service.

Conjunctive Rule

-Establishes minimum required performance for each evaluative criterion. -Selects the first (or all) brand(s) that meet or exceed these minimum standards. If minimum performance was

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) attribute-based choice

A) affective choice

Which 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? A) conjunctive B) disjunctive C) lexicographic D) elimination-by-aspects E) compensatory

A) conjunctive

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) a and b

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) attribute-based choice

Which of the following is a noncompensatory decision rule? A) conjunctive B) disjunctive C) lexicographic D) elimination-by-aspects E) all of the above

E) all of the above

Which of the following is NEVER 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

E) all of the above are types of consumer choice processes

Attribute-Based Choice

Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands.

Compensatory Decision Rule

States that the brand that rates highest on the sum of the consumer's judgments of the relevant evaluative criteria will be chosen.

Three types of consumer choice processes:

-Affective Choice -Attitude-Based Choice -Attribute-Based Choice

Lexicographic Decision Rule

-Consumer ranks the criteria in order of importance. -Then selects brand that performs best on the most important attribute. -If two or more brands tie, they are evaluated on the second most important attribute. This continues through the attributes until one brand outperforms the others. -Acer would be chosen because it performs best on Price, our consumer's most important attribute.

Disjunctive Rule

-Establishes a minimum required performance for each important attribute (often a high level). -All brands that meet or exceed the performance level for any key attribute are acceptable. If minimum performance was

Elimination-by-Aspects Rule

-First, evaluative criteria ranked in terms of importance. -Second, cutoff point for each criterion is established. -Finally (in order of attribute importance) brands are eliminated if they fail to meet or exceed the cutoff. If rank and cutoff were:

Attitude-Based Choice

Involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice.

Decision Rules for Attribute-Based Choices

Non-compensatory: -Conjunctive Rule -Disjunctive Rule -Elimination-by-Aspects Rule -Lexicographic Rule Compensatory: -Compensatory Rule