Chapter 16
The most common method of direct measurement to determine the relative importance of evaluative criteria is the semantic differential.
False
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
The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion.
False
Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity? A) Number of diapers per package was not important to consumers. B) The reduction in the quantity did not reach the level of a just noticeable difference. C) Price is more important than quantity to consumers. D) Consumers are price conscious for this product category. E) Consumers are brand loyal.
B) The reduction in the quantity did not reach the level of a just noticeable difference.
How did Sunbeam Appliance Company use conjoint analysis to help them redesign its many lines of small kitchen appliances? A) It was used to determine how and for what purpose products in the product category are used, frequency of use, brand ownership, brand awareness, and attitudes toward the product. B) It was used to provide importance ratings of product attributes and benefits desired from the product category, along with perceptions of the degree to which each brand provides the various attributes and benefits. C) It was used to provide data on the structure of consumers' preferences for product features and their willingness to trade one feature for more of another feature. D) It was used to determine emotional dimensions of food processors. E) It was used to determine consumers' evoked sets with respect to small kitchen appliances.
C) It was used to provide data on the structure of consumers' preferences for product features and their willingness to trade one feature for more of another feature.
The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this? A) surrogate tests B) generic tests C) blind tests D) primary tests E) perceptual tests
C) blind tests
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) projective technique
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) projective techniques
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) quality
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) projective techniques and perceptual mapping
Sensory discrimination is _____. A) the minimum amount that one brand can differ from another with the difference still being noticed B) the maximum amount that one brand can differ from another without it being perceived as unreasonable by consumers C) the ability of an individual to distinguish between distinctly different stimuli D) the ability of an individual to distinguish between similar stimuli E) the relative importance consumers place on evaluative criteria
D) the ability of an individual to distinguish between similar stimuli
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) a, b, and c
Attitude-based choices are not used for important decisions.
False
Affective choices tend to be holistic in nature.
True
All consumers have a bounded rationality.
True
Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.
True
Evaluative criteria can differ in type, number, and importance.
True
Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects.
True
For a target market using the elimination-by-aspects rule, it is critical to meet or surpass the consumers' requirements on one more (in order) of the criteria used than the competition.
True
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
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 which choice process will be used. D) Consumers do not use attitude-based choices for important decisions. E) Attitude-based choices require the comparison of each specific attribute across all brands considered.
C) Motivation, information availability, and situational factors interact to determine which choice process will be used.
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? A) surrogate tests B) generic tests C) blind tests D) primary tests E) perceptual tests
C) blind tests
Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? A) NEC B) Compaq C) IBM D) Compaq and IBM would be considered further. E) Compaq and NEC would be considered further.
E) Compaq and NEC would be considered further.
An attribute used to stand for or indicate another attribute is known as a proxy indicator.
False
Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics.
False
In a compensatory decision, a brand's weakness on one attribute cannot be overcome by it's strength on another attribute.
False
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? A) IBM B) NEC C) Compaq D) There's not enough information to decide. E) None of the above computers would be chosen.
A) IBM
Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule? A) Sony B) Sanyo C) Pioneer D) Sony and Pioneer would be considered further. E) none of the above compact disc players would be chosen
A) Sony
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) affective choice
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) affective choice
The multiattribute model is which type of decision rule? A) compensatory B) noncompensatory C) disjunctive D) lexicographic E) elimination-by-aspects
A) compensatory
Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more that $1200, the computer must weigh no more that 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet ALL of these minimum requirements, he will not consider it further. Which decision rule is Conrad using? A) conjunctive B) disjunctive C) lexicographic D) elimination-by-aspects E) compensatory
A) conjunctive
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
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) consummatory motives
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) decision rules applied
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) direct
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) direct
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) instrumental motive
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) instrumental motives
Maximizing the accuracy of the decision or minimizing the experience of negative emotion while making the decision are examples of consumer _____. A) metagoals B) rational goals C) evoked goals D) affective goals E) primary goals
A) metagoals
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) perceptual mapping
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. A) surrogate B) proxy C) primary D) substitute E) secondary
A) surrogate
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) tangible
Cost and performance features are examples of which type of evaluative criteria? A) tangible B) intangible C) primary D) secondary E) instrumental
A) tangible
John drinks Schwepps Ginger Ale for dinner as a beverage, while Jack uses it only as a mixer in his cocktails. Which factor that influences the importance of evaluative criteria is this? A) usage situation B) competitive context C) advertising effects D) quantity of criteria E) temporal perspective
A) usage situation
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 he places of various criteria? A) usage situation B) competitive context C) advertising effects D) experience E) social influences
A) usage situation
Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives? A) Telephone Consumer Protection Act B) Truth-in-Lending law C) Federal Trade Commission Act D) Wheeler-Lea Amendment E) Just Noticeable Difference law
B) Truth-in-Lending law
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) attitude-based choice
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? A) affective choice B) attitude-based choice C) rational choice D) attribute-based choice E) instrumental choice
B) attitude-based choice
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? A) blind test B) brand alliance C) two-sided message D) conjoint alliance E) conjunctive alliance
B) brand alliance
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? A) conjunctive B) disjunctive C) lexicographic D) elimination-by-aspects E) compensatory
B) disjunctive
Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand? A) conduct blind tests B) form brand alliances C) use two-sided messages D) form conjoint alliances E) form conjunctive alliances
B) form brand alliances
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) indirect
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) intangible
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) intangible
Which theory assumes that the consumer is a rational decision maker with well-defined, stable preferences, and has sufficient skills to calculate which option will maximize his or her value and will choose on this basis? A) attribution theory B) rational choice theory C) dual coding theory D) affect theory E) calculated theory
B) rational choice theory
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) semantic differential scales
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) tangible and intangible
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) the general nature of the outcome being sought
Which type of test is one in which the consumer is not aware of the product's brand name? A) surrogate tests B) generic tests C) blind tests D) primary tests E) perceptual tests
C) blind tests
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) bounded rationality
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) bounded rationality
Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria? A) rank ordering scales B) semantic differential scales C) constant sum scales D) Likert scales E) nominal scales
C) constant sum scales
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) direct and indirect
The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______. A) discriminatory difference B) sensory difference C) just noticeable difference D) recognition difference E) obvious difference
C) 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? A) conjunctive B) disjunctive C) lexicographic D) elimination-by-aspects E) compensatory
C) lexicographic
Which of the following is NOT a type of consumer choice process? A) affective choice B) attitude-based choice C) rational choice D) metachoice E) all of the above are types of consumer choice processes
C) rational choice
An attribute used to stand for or indicate another attribute is known as a _____. A) determinant attribute B) substitute indicator C) surrogate indicator D) secondary indicator E) proxy
C) surrogate indicator
Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule? A) IBM B) A tie between Compaq and IBM. C) NEC D) Compaq E) A tie between NEC and IBM.
D) Compaq
Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule? A) Sony B) Sanyo C) Pioneer D) Sony and Pioneer would be considered further. E) none of the above
D) Sony and Pioneer would be considered further.
Which of the following does NOT affect how important various criteria are for consumers? A) usage situation B) competitive context C) advertising effects D) all of the above E) none of the above
D) all of the above
Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, her 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 must be determined E) none of the above
D) all of the above must be determined
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 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? A) affective choice B) attitude-based choice C) rational choice D) attribute-based choice E) instrumental choice
D) attribute-based choice
In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features? A) perceptual mapping B) regression analysis C) factor analysis D) conjoint analysis E) cluster analysis
D) conjoint analysis
Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using? A) perceptual mapping B) regression analysis C) factor analysis D) conjoint analysis E) cluster analysis
D) conjoint analysis
Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria? A) perceptual mapping B) regression analysis C) factor analysis D) conjoint analysis E) cluster analysis
D) conjoint analysis
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) consummatory motive
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) consummatory motives
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? A) conjunctive B) disjunctive C) lexicographic D) elimination-by-aspects E) compensatory
D) elimination-by-aspects
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? A) conjunctive B) disjunctive C) lexicographic D) elimination-by-aspects E) compensatory
D) elimination-by-aspects
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) evaluative criteria
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) evaluative criteria
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) how consumers will trade one evaluative criteria for another
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) perceptual mapping
What is the task in the rational choice theory? A) to identify a consumer's evoked set B) to identify the feelings and emotions influencing consumers' decisions C) to identify the trade offs consumers are willing to accept with respect to product attributes D) to identify or discover the one optimal choice for the decision confronting the decision maker E) to identify the cognitive structure of consumers when making a choice
D) to identify or discover the one optimal choice for the decision confronting the decision maker
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) a, b, and c
Which of the following is 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) a, b, and c
Which of the following is a decision rule used by consumers? A) conjunctive B) disjunctive C) lexicographic D) compensatory E) all of the above
E) all of the above
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 an example of a metagoal? A) maximizing the accuracy of the decision B) minimize the cognitive effort required for the decision C) minimize the experience of negative emotion while making the decision D) maximize the ease with which a decision can be justified E) all of the above
E) all of the above
Which of the following is often used as a surrogate indicator of quality? A) price B) advertising intensity C) warranties D) country of origin E) all of the above
E) all of the above
Which of the following was used by Sunbeam Appliance Company to assist in redesigning its many lines of small kitchen appliances? A) consumer usage and attitude survey B) consumer attribute and benefit survey C) conjoint analysis D) product line sales and market share simulations E) all of the above
E) all of the above
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? A) conjunctive B) disjunctive C) lexicographic D) elimination-by-aspects E) compensatory
E) compensatory
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? A) conjunctive B) disjunctive C) lexicographic D) elimination-by-aspects E) compensatory
E) compensatory
Which of the following is NOT a decision rule used by consumers? A) conjunctive B) disjunctive C) lexicographic D) compensatory E) conjoint
E) conjoint
The ability of an individual to distinguish between similar stimuli is called _____. A) stimulus generalization B) perceptual generalization C) perceptual discrimination D) sensory perception E) sensory discrimination
E) sensory discrimination