Ch. 9 Consumer Behavior, Ch. 8 Consumer Behavior, Ch. 7 Consumer Behavior, Ch. 13 Consumer Behavior, Ch. 12 Consumer Behavior, 153 Final Exam

76. Brands are associated with global affective evaluations that can be recalled from memory when making a choice. This process has been called a. affect referral. b. emotional transfer. c. emotional retrieval. d. global evaluative associations. e. evaluative recall.

A. affect referral

44. Price comparison shopping in which consumers compare each brand on price and select the one with the desired price is an example of ____ processing. a. attribute b. classification c. compensatory d. noncompensatory e. brand

A. attribute

16. A low level of motivation to process is most often found with a. common repeat-purchase products. b. products overseas. c. large and expensive but functional products. d. hedonic products. e. goods and services with symbolic value.

A. common repeat-purchase products

47. All of the following might be choice tactics that are used in low-effort processing situations except ____ tactics. a. conjunctive b. normative c. variety-seeking d. affect e. performance

A. conjunctive

30. Before deciding to purchase a digital camera, Dan imagined himself using one in different contexts. This imagery would help Dan to a. estimate its likelihood, goodness, or badness. b. increase short-term memory for a product's attributes. c. decrease short-term memory for a product's attributes but increase it for the overall evaluation. d. decrease the number of associations attached to the event schema. e. strengthen brand associations.

A. estimate its likelihood, goodness, or badness

22. Upon entering the East German market, Coca-Cola took advantage of the fact that most consumers were used to taking their soft drinks from vending machines to focus on vending machines when setting up their distribution system. They were utilizing ____ to capture consumers. a. habit b. brand loyalty c. price d. additive differential decisions e. buying the most familiar brand

A. habit

25. In planning a trip, we might judge how good or bad it is that Santa Barbara is fun and expensive. This is an example of a. judgment of goodness and badness. b. an anchoring and adjustment process. c. the assessment process. d. belief strength. e. an estimation of likelihood.

A. judgment of goodness and badness

68. Li purchases only Dove, Ivory, and Irish Spring soaps. She is what is best known as a. multibrand loyal. b. a habitual buyer. c. operant conditioned. d. a repeated-brand purchaser. e. a multicommitted buyer.

A. multibrand loyal

53. Overall, ____ has been found to be a very critical factor in brand choice. a. past experience b. brand name length c. the color of packaging d. partially implicit target resubstantiation e. partially explicit target resubstantiation

A. past experience

38. John really did not think much about Wind Out breath mints until he bought a pack and realized how strong they were. Then he decided he liked them. This is an example of how, for these types of products, a. strong attitudes are more likely to develop after purchase. b. advertising has a strong effect on purchase. c. word of mouth has a strong effect on purchase. d. repetition has little effect on decision making. e. processing of information about att

A. strong attitudes are more likely to develop after purchase.

63. Shaping involves a. taking consumers through a series of successive steps to lead them to a desired response. b. focusing consumer attention on processing the positive attributes of the brand so that they will form a positive overall evaluation. c. focusing consumer attention on processing the negative attributes of the competing brand so that they will form a negative overall evaluation. d. the strengthening of brand associations. e. utilizing the law of small numbers to form evaluations.

A. taking consumers through a series of successive steps to lead them to a desired response.

36. David was ready to buy a pair of pants he saw in the J Crew catalog that were priced at $25.00 until he noticed two other pairs of pants priced at $65.00 and $95.00. Suddenly the $25.00 pair of pants seemed too cheap. This is an example of a. the attraction effect. b. an inert set. c. goal-driven choice. d. construal theory. e. prospect theory.

A. the attraction effect

31. A confirmation bias in processing information leads consumers to a. be underconfident in their judgments. b. be overconfident in their judgments. c. be negative in evaluations. d. make emotional judgments. e. make cognitive judgments.

B. be overconfident in their judgments

22. Judgments do not require a. the retrieval of information. b. information processing. c. making a decision. d. evaluations. e. estimations.

C. making a decision

52. A common feature of noncompensatory models is that consumers set up ____ and reject the brand if it does not meet that standard. a. ideal levels for each brand b. schemas for each brand c. brand images for each product d. a combined score e. a cutoff level

E. a cutoff level

42. A consumer making a computer purchase might collect information about an Apple computer and make a judgment on it before moving on to the next brand. This is an example of a(n) ____ model of decision making. a. attribute processing b. classification c. compensatory d. noncompensatory e. brand processing

E. brand processing

46. A ____ is best when the customer wishes to choose the brand with the greatest number of positive features. a. brand awareness state b. lexicognitive strategy c. subjunctive model d. conjunctive model e. compensatory strategy

E. compensatory strategy

20. Making a selection between options or courses of action is a. consumer information-gathering. b. making choices. c. retrieving information from short-term memory. d. retrieving information from long-term memory. e. decision making.

E. decision making

33. When a consumer is exposed to a new brand extension, the existing brand name can serve as a positive anchor for subsequent judgments by a. increasing the connections in both echoic and iconic memory. b. altering the overall evaluation. c. decreasing short-term memory for the attributes, thus increasing image. d. altering the individual attributes of the product. e. eliciting prior affect from memory.

E. eliciting prior affect from memory.

23. A judgment of how probable something is to occur is known as a(n) a. randomizer process. b. conjunctive process. c. differential network. d. motivational insight. e. estimation of likelihood.

E. estimation of likelihood

41. The hierarchy of effects for pure affective choice would be a. thinking, feeling, behavior. b. feeling, thinking, behavior. c. thinking, behavior, feeling. d. behavior, feeling, thinking. e. feeling, behavior, thinking.

E. feeling, behavior, thinking

32. The ____ is the expectation that information obtained from a small sample of people represents the larger population. a. representativeness heuristic b. unrepresentativeness heuristic c. estimation assumption d. telescoping assumption e. law of small numbers

E. law of small numbers

52. If a consumer buys Liquid Tide and is impressed by its ability to clean clothes, he will be more likely to buy it again. This is best thought of as an example of the nature of ____ obtained from former actions. a. physiological response b. cognitive dissonance c. retrieval d. cognitive approval e. reinforcement

E. reinforcement

26. The process referred to as the ____ occurs when consumers make comparisons to a category prototype or exemplar. a. prototype process b. comparative process c. exemplar model d. conjunctive model e. representativeness heuristic

E. representativeness heuristic

27. If we want to estimate the likelihood that a new, low-calorie frozen dinner is of high quality, we might compare it to a very common brand such as Weight Watchers. This is an example of a(n) a. prototype process. b. comparative process. c. exemplar model. d. conjunctive model. e. representativeness heuristic.

E. representativeness heuristic

56. The key to development of performance-related tactics is a. high elaboration. b. negative affect. c. cognitive effort. d. information processing. e. satisfaction.

E. satisfaction

61. ____ is the term for operant conditioning used to elicit repeat purchases. a. Charging b. Modeling c. Foot in the door d. Eliciting e. Shaping

E. shaping

62. A free sample generates a trial use of a brand. A high-value coupon might be included with the sample to induce the consumer to purchase the product. Then, a series of lower-value coupons are used to promote further repurchase. When the coupons are withdrawn, marketers hope that the consumer will purchase by habit. This is an example of a. reinforcement. b. punishment. c. risk aversion. d. retrieval conditioning. e. shaping.

E. shaping

33. Word-of-mouth communication is powerful because we tend to have confidence that the opinions of friends or relatives are more reflective of the majority than they may be. This is an example of a. size distortion. b. the extrapolation bias. c. the infrequency bias. d. sample error. e. the law of small numbers.

E. the law of small numbers

53. With a conjunctive model, consumers set up a. minimum cutoffs for each attribute that represent the absolute lowest value they are willing to accept. b. ordinal values that automatically compare attributes with others in memory to determine the highest value. c. absolute values. d. maximum cutoffs for each attribute that represent the absolute highest value they are willing to accept. e. ordinal values that automatically compare attributes with others in memory to determine the lowest value.

a. minimum cutoffs for each attribute that represent the absolute lowest value they are willing to accept.

36. Trident gum's ads focus on the base rate information that 4 out of 5 dentists recommend Trident. They humorously show what happened to the 5th dentist, such as falling asleep or being bitten by a squirrel to explain why 100% of the dentist are not endorsing Trident. This is an example of a. providing consumers with vivid, base rate information. b. making word-of-mouth information more specific. c. increasing the number of brands available. d. focusing consumer attention on attribute processing. e. encouraging consumers to engage in noncompensatory processing.

a. providing consumers with vivid, base rate information.

57. Advertising can play a central role in influencing performance evaluations by a. setting up expectations of reinforcement. b. increasing the number of source derogations for a brand. c. increasing the processing of positive cognitions about the product. d. aiding in the retrieval of overall brand evaluations for decision making. e. increasing the number of support arguments for a brand.

a. setting up expectations of reinforcement.

47. Brand-based compensatory models are helpful at providing guidance to marketers about all of the following except a. which product or service might be below a cutoff and thus be rejected frequently by customers. b. identifying which alternatives may be chosen. c. which outcomes associated with the product need to be reinforced. d. identifying which alternatives may be rejected. e. which outcomes associated with the product need to be changed.

a. which product or service might be below a cutoff and thus be rejected frequently by customers.

23. In low-effort purchase situations a. consumers search for information to ensure correct choices. b. Consumers may use a multiattribute model to choose between brands. c. consumers are likely to be very brand loyal. d. environmental stimuli such as the ambient scent in a store may result in unconscious decision-making. e. consumers do not satisfice.

b. Consumers may use a multiattribute model to choose between brands.

42. Zone of acceptance refers to consumers' a. choices of the first acceptable alternative. b. acceptable range of prices for any purchase situation. c. rate of complex feelings of satisfaction. d. rate at which consumers are satisfied with purchases. e. likelihood consumers are satisfied when making a low-effort decision.

b. acceptable range of prices for any purchase situation.

48. In the ____ model, brands are compared by attribute, two at a time. a. dual attribute b. additive difference c. conjunctive d. lexicographic e. elimination-by-aspects

b. additive difference

48. A consumer says "I like the brand, so I bought it." This could best be described as a(n) ____ tactic. a. conjunctive b. affect c. normative d. variety-seeking e. performance

b. affect

26. In consumer judgment, starting with an initial evaluation and adjusting it with additional information is known as a. the judgment of goodness and badness. b. an anchoring and adjustment process. c. the assessment process. d. belief strength. e. an estimation of likelihood.

b. an anchoring and adjustment process

27. A consumer sees an ad for a Nissan Altima. If the consumer's prior evaluation of the Nissan name is positive, additional information about the car obtained from the ad can then be used to adjust this initial value either upward or downward. This is an example of a. judgment of goodness and badness. b. an anchoring and adjustment process. c. the assessment process. d. belief strength. e. an estimation of likelihood.

b. an anchoring and adjustment process.

65. In one study, eye-catching displays increased sales of frozen dinners by 245 percent, laundry detergent by 207 percent, and salty snacks by 172 percent. This is best thought of as an example of marketers attempting to a. shape buyers' habits. b. capture the habitual buyer's attention. c. reinforce purchasing behavior. d. punish incorrect purchasing behavior. e. utilize the strength of brand associations to promote products.

b. capture the habitual buyer's attention.

43. Nancy wants to make a decision about a new car quickly. She first dismisses any model that does not have four-wheel drive. This is an example of a(n) ____ model. a. disjunctive b. conjunctive c. multiattribute d. compensatory e. intractable

b. conjunctive

21. Judgments are a(n) ____ the decision-making process. a. major outcome of b. critical input into c. minor outcome of d. affective component of e. estimate of the likelihood of

b. critical input into

18. When consumers make a judgment about a soft drink such as Coca-Cola or Pepsi Cola, they will likely a. utilize high-elaboration processing. b. employ "rules of thumb." c. utilize high levels of cognitive processing. d. utilize high levels of affective processing. e. examine choices by attribute.

b. employ "rules of thumb"

72. Sophie is very brand loyal to Duracell batteries. She needs new batteries for her digital camera and she is leaving for a vacation the next day. When she goes to a local discount store to purchase batteries, the Duracell batteries she needs are out of stock. Sophie will probably a. buy Energizer batteries as they are probably just as good. b. go to another store to buy Duracell batteries. c. fill out a rain check form to get Duracell batteries in 2 weeks. d. write a letter to the parent company of the store. e. go to Duracell's website and file a complaint.

b. go to another store to buy Duracell batteries.

34. A major contributing factor to the ____ of low-effort decision making by consumers is the relative unimportance of these decisions. a. vividness b. high frequency c. high elaboration d. cognitive nature e. greater availability

b. high frequency

19. In their advertising, Lexus stressed several key features, including the quality of construction, the smoothness of ride, and the high performance of the navigation. These features are important in how consumers think about the quality of and how much they like the car. In other words, these consumers are a. making consumer appraisals. b. making judgments. c. retrieving information from short-term memory. d. retrieving information from long-term memory. e. making a decision.

b. making judgments

45. TORA is an example of a(n) a. decision calculus model. b. multiattribute model. c. associative model. d. judgment model. e. low-elaboration model.

b. multiattribute model

58. An advertisement for "Bounty, the quicker picker-upper," is an example of a marketing strategy appealing to consumers' use of ____ tactics. a. subjunctive b. performance c. normative d. variety-seeking e. conjunctive

b. performance

50. Judy wears a new pair of shoes and gets several compliments about them from her friends. In operant conditioning terms, this would be considered a. a conditioned stimulus. b. positive reinforcement. c. affect referral. d. punishment. e. conditional approval.

b. positive reinforcement

54. A consumer may have a bad experience with a product or service and decide not to purchase it again. In operant conditioning terms, this is known as a. negative evaluation. b. punishment. c. a negative affective reaction. d. non-repurchase. e. a null response.

b. punishment

17. When MAO to process is low, consumers use heuristics to a. increase attention to the decision-making process. b. reduce the effort at making a judgment. c. increase cognitive processing. d. increase affective processing. e. reduce the choice process to a lexicographic process.

b. reduce the effort at making a judgment.

69. To identify the truly brand-loyal customer, ____ must be measured. a. repeat purchase behavior b. repeat purchase behavior and preference c. preference d. brand association retrieval e. brand association retrieval and preference

b. repeat purchase behavior and preference

77. ____ can lead to affect generation through brand familiarity. a. The brand familiarity effect b. The mere exposure effect c. Schema processing d. High-exposure processing e. Operant conditioning

b. the mere exposure effect

28. A commercial for the Nissan Altima contains two pieces of information: it is similar in style to a Jaguar but costs much less. Which of the following is true? a. The order of information processing does not matter because consumers are unable to process two contradictory pieces of information to form a judgment. b. If an initial judgment is formed based on the style information, a lower judgment of quality is likely. c. If an initial judgment is formed based on the price information, a lower judgment of quality is likely. d. Both pieces of information will result in a low judgment of quality, regardless of the order of processing. e. Both pieces of information will result in a high judgment of quality, regardless of the order of processing.

c. If an initial judgment is formed based on the price information, a lower judgment of quality is likely.

75. Every three weeks Coca Cola products go on sale at 30% off the regular price. How is this likely to affect consumers' perceptions? a. They will infer that Coca Cola is inferior to Pepsi. b. They will infer that Coca Cola is a superior brand to store brands. c. They will begin to believe that the sale price is the regular price and not buy Coca Cola unless it is on sale. d. They will consider brand switching. e. It will have no effect on consumers' perceptions.

c. They will begin to believe that the sale price is the regular price and not buy Coca Cola unless it is on sale.

28. Suppose you purchased an automobile that was a lemon. It required constant repair. This experience may still color your judgment of the quality of the brand even though the brand has few breakdowns today. This is an example of how ____ is more likely to be recalled and thus, influence judgments. a. representative knowledge b. base-rate information c. accessible information d. attribute-based linkage e. affective habit

c. accessible information

30. One study demonstrated that consumers who were given case history scenarios of refrigerator breakdown provided 30 percent higher estimates of breakdown than those who were given actual statistics about the incidence of breakdown. This is an example of how the ____ can bias judgment. a. accessibility model b. attribute recall heuristic c. availability heuristic d. judgment-encoding process model e. cognition-recall process model

c. availability heuristic

32. Focusing consumers' attention on certain attributes is a good way to increase the probability that judgments of their products and services are a. evaluated by a noncompensatory process. b. evaluated by a peripheral-route process. c. being anchored by a positive initial value. d. subject to the sleeper effect. e. judged by cutoff values.

c. being anchored by a positive initial value.

49. With the additive difference model, a. judgments are made on the basis of schema-consistent information. b. consumers choose the brand with the greatest number of positive features. c. brands are compared by attribute, two at a time. d. negative information leads to the immediate rejection of the brand or service from the consideration set. e. consumers evaluate one brand at a time.

c. brands are compared by attribute, two at a time.

24. When MAO is low, individuals are motivated to be a. affectively involved. b. cognitively involved. c. cognitive simplifiers. d. makers of whole evaluations. e. evaluators of products by single attributes.

c. cognitive simplifiers

39. When using a ____ model, consumers choose the brand that has the greatest number of positive features relative to the negative features. a. attribute b. classification c. compensatory d. noncompensatory e. brand

c. compensatory

40. For some U.S. consumers, a negative feature of Japanese products is that these products are foreign. However, this shortcoming can be overcome if they are rated highly on other aspects, such as reliability and price. This is an example of a(n) ____ model of decision making. a. attribute b. classification c. compensatory d. noncompensatory e. brand

c. compensatory

43. Caroline realized she needed gas but she did not care much about where she fills up, as long as it is the cheapest per gallon. Caroline, here is a a. market maven. b. price purveyor. c. deal-prone consumer. d. high-effort decision maker. e. price perception consumer.

c. deal-prone consumer.

21. Amber is buying music on iTunes. Her likely hierarchy of effects is a. impulse purchasing. b. behaving-thinking-feeling. c. feeling-behaving-thinking. d. behaving-feeling-thinking. e. thinking-feeling-behaving.

c. feeling-behaving-thinking

70. Price-related tactics are more likely to be employed when there are a. big differences in quality between brands and a weak price-quality relationship. b. strongly established brand images. c. few perceived differences among brands. d. a few brands with strong brand loyalty established among consumers. e. many habitual buyers in the market.

c. few perceived differences among brands.

44. Most low-effort decisions are made a. with considerable effort. b. with a high level of cognition but a low level of affect. c. frequently and repeatedly over time. d. to choose the best possible selection. e. occasionally but with considerable expense.

c. frequently and repeatedly over time

38. Ryan likes expensive dark beer and often buys a six pack for his personal quaffing pleasure. However, when he invites his friends over for beers, he usually buys an inexpensive brand. This is an example of a. a consumer using a compensatory model. b. a consumer using a noncompensatory model. c. goals affecting criteria that drive a consumer's choice. d. the inability to buy more expensive beer. e. the inopportunity to buy more expensive beer.

c. goals affecting criteria that drive a consumer's choice.

59. ____ can be characterized by little or no processing. a. Performance processing b. Attribute-based decisions c. Habit d. Emotional processing e. Noncompensatory decisions

c. habit

19. Representativeness and availability are two major types of a. compensatory processes. b. noncompensatory processes. c. heuristics. d. evaluations. e. emotional processing.

c. heuristics

35. ____ refers to the progression of thinking, feeling, and doing during consumers' decision making. a. Satisficing b. Progressive system c. Hierarchy of effects d. Flowing structure e. Sequential system

c. hierarchy of effects

39. Kimberly thought about buying a book. When she went into the bookstore, a cover attracted her eye and she wanted to purchase the book. She grabbed it and went to the cashier. It was only after she began to read the book that she began forming an attitude about it. This is best known as the a. progression theory. b. cognitive primacy model. c. hierarchy of effects. d. TFD model. e. central processing theory.

c. hierarchy of effects

74. Regarding price changes, consumers tend to be a. relatively insensitive to any price change. b. equally responsive to price increases and to price decreases. c. more responsive to price decreases than to price increases. d. only responsive to price changes when elaboration is high. e. more responsive to price increases than to price decreases.

c. more responsive to price decreases than to price increases.

55. In ____, learning occurs because the same act is repeatedly reinforced or punished over time. a. incidental learning b. classical conditioning c. operant conditioning d. passive learning e. schematic learning

c. operant conditioning

64. All of the following are techniques commonly used to change the purchasing habits of habitual buyers of other brands except a. free samples and coupons. b. introduction of a new and unique benefit. c. reinforcement of repeat purchasing behavior. d. an end-of-aisle display. e. electronic bulletin boards.

c. reinforcement of repeat purchasing behavior

35. Options that are unacceptable to consumers are known as a. rejection choices. b. evocation choices. c. the inept set. d. the inert set. e. illusory choices.

c. the inept set

78. Healthy Choice ice cream co-branded with the Butterfinger brand of candy bars to come up with a new flavor. Why did Healthy Choice do this? a. because there is a negative affect associated with a healthy product b. to attract older customers c. to benefit from the combined power and familiarity of both brand names d. because it wanted to increase Butterfinger's profitability e. because the CEO of Healthy Choice likes Butterfinger candy bars

c. to benefit from the combined power and familiarity of both brand names

79. A consumer might drink Classic Coke on a regular basis, but one day suddenly gets the urge to have a Pepsi, and then returns to Coke for later purchases. In marketing and consumer behavior, this phenomenon has been referred to as a. affect. b. hedonic consumption. c. variety seeking. d. impulse purchase. e. symbolic consumption.

c. variety seeking

31. ____ tells us how often the event occurs across all consumers. a. Representativeness b. Hierarchy of effect c. An event judgment d. Base-rate information e. Availability

d. base-rate information

37. One study examined how quickly consumers make decisions about their laundry detergent. The study found that on average, it takes ____ for consumers to make a decision. a. several minutes b. about a minute c. a fraction of a second d. 85 seconds e. 2 minutes

d. 85 seconds

24. Georgia imagined herself driving a rented convertible during her upcoming vacation to Hawaii. She imagined the view of the ocean, the smell of tropical flowers and the wind in her hair. However, when she actually got to Hawaii, it rained her entire visit and her rental car had engine problems. Georgia's imagery resulted in a. a negativity bias. b. a mood congruent bias. c. an attraction effect. d. a positivity bias. e. consumer underconfidence.

d. a positivist bias

20. All of the following are choice tactics used under low-effort consumer judgments and decision making except a. habit. b. brand loyalty. c. utilizing price-quality relationships. d. additive differential decisions. e. buying the most familiar brand.

d. additive differential decisions

29. Judgments based on the availability heuristic are biased because they ignore a. representativeness. b. hierarchies of effect. c. judgments. d. base-rate information. e. availability.

d. base-rate information

40. Some researchers have challenged the belief-behavior link in low involvement situations. Robert Zajonc and others believe that consumers can make a decision based primarily on a. cognitions. b. schemas. c. associations. d. feelings. e. spreading activation.

d. feelings

29. In one study, consumers were asked to make judgments about ground beef. One group was told that the beef was 75 percent lean and another group was told that it was 25 percent fat. Even though these two statements contain identical information, the "lean" group produced significantly more positive ratings than the "fat" group. This process is called a. perceptual mapping. b. retrieval processing bias. c. quality processing bias. d. framing. e. identical differentiation.

d. framing

80. Mel went into the car dealership just to look, but he walked out with a brand new automobile. This is an example of a. affect. b. hedonic consumption. c. variety seeking. d. impulse purchase. e. symbolic consumption.

d. impulse purchase

34. While searching for information about models of an SUV, Tony did not even consider a Mitsubishi because he did not know that Mitsubishi offered an SUV. Thus the Mitsubishi SUV was in Tony's a. consideration set. b. evoked set. c. inept set. d. inert set. e. disconfirmation set.

d. inert set

37. Regarding laundry detergent brands, Nathan loved Tide and Bold, hated Suds and Bleach Out, and did not have much of an opinion about Stain Out. Stain Out is clearly in Nathan's a. rejection choices. b. evocation choices. c. inept set. d. inert set. e. illusory choices.

d. inert set

41. With a(n) ____ model, negative information about an important attribute leads to immediate rejection of the brand or service from the consideration set. a. attribute b. classification c. compensatory d. noncompensatory e. brand

d. noncompensatory

51. Operant conditioning views behavior as being influenced by a. a conditioned stimulus being attached to an unconditioned stimulus. b. an unconditioned stimulus being attached to a conditioned stimulus. c. cognitive dissonance. d. previous actions and the reinforcement from these actions. e. cognitive reasoning built up from previous decisions.

d. previous actions and the reinforcement from these actions.

45. Low-effort decisions are often made by a. selecting among brands, one by one, based on overall evaluations. b. selecting brands by comparing the attributes of each brand. c. the careful consideration of only product category information. d. remembering previous decisions for the next choice. e. attention to marketing communications regarding that brand.

d. remembering previous decisions for the next choice.

25. Two major types of heuristics that have major implications for consumer behavior are a. attribute and brand processing. b. central and peripheral processing. c. conjunctive and subjunctive judgments. d. representativeness and availability. e. additive and subtractive differentials.

d. representativeness and availability

51. Consumers might often not choose to use compensatory models primarily because they a. result in a negativity bias in evaluations. b. result in a positivity bias in evaluations. c. are not accurate. d. require a significant amount of effort. e. do not fit with most product or service decision-making situations.

d. require a significant amount of effort.

60. Habit simplifies the decision-making process. Consumers do not have to spend any time evaluating the alternatives. It also reduces a. operant conditioning. b. reinforcement. c. classical conditioning. d. risk. e. encoding.

d. risk

49. A consumer says "I need to try something different." This could best be described as a(n) ____ tactic. a. conjunctive b. affect c. normative d. variety-seeking e. performance

d. variety-seeking

66. An out-of-stock condition could force a consumer to break a habit because a. she will have a negative impression of the brand. b. she will forget about the brand. c. there will be fewer brand associations to process, thus breaking the consumer's purchasing habit. d. without a strong preference, the consumer is more likely to buy another brand than go to another store. e. of a lack of affective processing.

d. without a strong preference, the consumer is more likely to buy another brand than go to another store.

73. Naoki feels strongly that between $10 and $20 is a suitable price for a meal at a buffet restaurant. This is what is best known as his a. range of acceptability. b. expectation pricing. c. known price range. d. zone of acceptance. e. appropriate acceptability range.

d. zone of acceptance

71. What is the best way to attract the brand loyal customers of a competing brand? a. discount coupons b. special promotions such as contests and sweepstakes c. a frequency program where every 12th item purchased is free d. shaping e. It is usually better to avoid marketing to these consumers as they are already strongly committed to the competitor's brand.

e. It is usually better to avoid marketing to these consumers as they are already strongly committed to the competitor's brand.

50. All of the following statements are true about compensatory decision-making models except a. they are a way of quantifying mental cost benefit analysis. b. consumers do not formally make these ratings when making a decision. c. they predict a consumer's bias toward a product. d. they can be used to predict which brand a consumer is more likely to choose. e. consumers set up cutoff levels for each attribute and reject a brand if it is below the cutoff.

e. consumers set up cutoff levels for each attribute and reject a brand if it is below the cutoff.

46. Choice tactics allow consumers in common, repeat-purchase situations to a. memorize tasks through scripts. b. increase MAO. c. decrease MAO. d. have high-elaboration for the schemas. e. make quick, effortless decisions.

e. make quick, effortless decisions.

67. Brand loyalty is a. the optimization of consumer utility through a brand image. b. the repeat purchase of a brand because of habit. c. a reduction of cognitive processes through low-effort brand retrieval. d. also known as affective purchasing. e. the repeat purchase of the brand because of a conscious evaluation.

e. the repeat purchase of the brand because of a conscious evaluation.