MAR 4503 Ch. 16

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?

lexicographic

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer

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?

perceptual mapping

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives?

Truth In Lending Act

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

surrogate indicator.

Andrew is considering the purchase of a portable e-reader. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?

tangible

Cost and performance features are examples of which type of evaluative criteria?

tangible

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?

attitude-based choice

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?

attribute-based choice

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

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

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?

compensatory

Which of the following is often used as a surrogate indicator of quality?

All of these choices are correct. price advertising intensity warranties country of origin

Which of the following is a noncompensatory decision rule?

All of these choices are correct. conjunctive disjunctive lexicographic elimination-by-aspects

Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as

All of these choices are correct. - consumers seek one optimal solution to a problem and choose on that basis. - consumers have the skill and motivation to find the optimal choice. - the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context. - consumers seek one optimal solution to a problem and choose on that basis and the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context.

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? HP Dell Samsung Price 4 5 2 Quality 3 4 5 Ease of Use. 4 4 4

Dell

Which of the following statements is true regarding consumer choice processes?

Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.

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? HP Samsung. Dell. Price. 4 4 3 Quality. 3 5 5 Ease of Use. 5. 3 5

Samsung

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? HP Dell Samsung Price 5 4 4 Quality 3 3 5 Ease of Use. 3 3 1

Samsung and HP would be considered further.

Given the following information, which of the following Blu-Ray DVD players would be chosen using the lexicographic decision rule? PERFORMANCE Rank Cutoff Point Sanyo Sony Pioneer Price 1 4 4 5. 4 Quality. 2 4 5 1 5 Style. 3 3 4 2 5

Sony

Given the following information, which of the following Blu-Ray DVD players would be chosen using the elimination-by-aspects decision rule? PERFORMANCE Rank Cutoff PointSanyo Sony Pioneer. Price 1 4 3 5 4 Quality 2 4 4 5 4 Style 3 3 5 5 3

Sony and Pioneer would be considered further.

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?

The reduction in the quantity did not reach the level of a just noticeable difference.

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?

affective choice

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?

conjoint analysis

Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria?

conjoint analysis

Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than $1200, the computer must weigh no more than 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?

conjunctive

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

constant sum scales

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?

consummatory motive

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

consummatory motives

Which of the following does not influence the evaluation of alternatives on each criterion?

decision rules applied

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 $25,000. 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

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

evaluative criteria.

With the information provided by perceptual mapping the marketer can determine all of the following except

how consumers will trade one evaluative criteria for another.

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?

indirect

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 and she wants to fit in. For Hannah, which type of motive is most likely underlying her request for that specific brand?

instrumental motive

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.

intangible

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

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?

projective techniques and perceptual mapping

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?

usage situation

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine

which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each criterion, and the relative importance of each criterion.

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?

blind tests

The multiattribute model is which type of decision rule?

compensatory

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?

direct

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?

direct and indirect

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

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

irrational choice

Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes?

semantic differential scales

Marketing strategies to deal with choice overload include

subscription decision services such as e-tailer Stich Fix.

Attribute-based choice requires

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

Evaluative criteria can differ on which of the following?

type, number, and importance