Chapter 16, MKGT Test 3

perceuptual mapping

A technique that requires consumers to judge the similarity of alternative brands is _____. Question options: conjoint analysis attitude survey semantic differential scale perceptual mapping none of the above

bounded rationality

A limited capacity for processing information is known as _____. Question options: working memory bounded memory bounded rationality bounded processing finite processing

the general nature of the outcome being sought

A metagoal refers to _____. Question options: the overall amount of energy devoted to any given purchase the general nature of the outcome being sought the conscious thinking of all decision processes using nonfinancial criteria to make purchase decisions none of the above

tangible

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? Question options: tangible intangible primary secondary instrumental

A and B

Attribute-based choice requires _____. Question options: the knowledge of specific attributes at the time the choice is made attribute-by-attribute comparisons across brands summary impressions A and B all of the above

A A B and C

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____. Question options: which evaluative criteria are used by the consumer how the consumer perceives the various alternatives on each criterion the relative importance of each criterion A and B A, B, and C

conjunctive

Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than $1,200, the computer must weigh no more than 4 pounds, and battery life must be 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? Question options: conjunctive disjunctive lexicographic elimination-by-aspects compensatory

a, b, and c

Evaluative criteria can differ on which of the following? Question options: type number importance A and B A, B, and C

perceptual mapping

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? Question options: perceptual mapping conjoint analysis evaluative mapping regression analysis factor analysis

Compaq and NEC would be considered further.

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? Question options: NEC Compaq Dell Compaq and Dell would be considered further. Compaq and NEC would be considered further.

compaq

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? Question options: Dell a tie between Compaq and Dell NEC Compaq a tie between NEC and Dell

Sony and Pioneer would be considered further.

Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule? Question options: Sony Sanyo Pioneer Sony and Pioneer would be considered further. none of the above

projective techniques

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? Question options: tangible technique intangible technique projective technique perceptual mapping conjoint analysis

instrumental motive

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? Question options: instrumental motive affective motive cognitive motive consummatory motive personal motive

conjoint analysis

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? Question options: perceptual mapping regression analysis factor analysis conjoint analysis cluster analysis

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? Question options: perceptual mapping regression analysis factor analysis conjoint analysis cluster analysis

usage situation

John drinks Schweppes 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? Question options: usage situation competitive context advertising effects quantity of criteria temporal perspective

attribute 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? Question options: affective choice attitude-based choice rational choice attribute-based choice instrumental choice

evaluative criteria

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 _____. Question options: alternatives choices heuristics evaluative criteria motives

consummatory motives

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive? Question options: instrumental motive affective motive cognitive motive consummatory motive personal motive

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

Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., more than $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? Question options: Number of diapers per package was not important to consumers. The reduction in the quantity did not reach the level of a just noticeable difference. Price is more important than quantity to consumers. Consumers are price conscious for this product category. Consumers are brand loyal.

all of the above

Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as _____. Question options: 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 A and C all of the above

surrogate

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. Question options: surrogate proxy primary substitute secondary

the ability of an individual to distinguish between similar stimuli

Sensory discrimination is _____. Question options: the minimum amount that one brand can differ from another with the difference still being noticed the maximum amount that one brand can differ from another without it being perceived as unreasonable by consumers the ability of an individual to distinguish between distinctly different stimuli the ability of an individual to distinguish between similar stimuli the relative importance consumers place on evaluative criteria

consummatory motives

Which of the following motives are most likely in affective choices? Question options: consummatory motives primary motives affective motives immediate motives instrumental motives

sensory discrimination

The ability of an individual to distinguish between similar stimuli is called _____. Question options: stimulus generalization perceptual generalization perceptual discrimination sensory perception sensory discrimination

bounded rationality

The fact that consumers have limited capacity for processing information is referred to as _____. Question options: bounded rationality instrumental capacity cognitive capacity cognitive dissonance all of the above

blind tests

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? Question options: surrogate tests generic tests blind tests primary tests perceptual tests

just noticeable difference

The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______. Question options: discriminatory difference sensory difference just noticeable difference recognition difference obvious difference

compensatory

The multiattribute model is which type of decision rule? Question options: compensatory noncompensatory disjunctive lexicographic elimination-by-aspects

direct & indirect

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement? Question options: primary and secondary manifest and latent direct and indirect immediate and delayed nominal and interval

disjunctive

Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level) and says that all brands that meet or exceed the performance level for any key attribute are considered acceptable? Question options: conjunctive disjunctive lexicographic elimination-by-aspects compensatory

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? Question options: conjunctive disjunctive lexicographic elimination-by-aspects compensatory

projective techniques

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use? Question options: tangible intangible projective techniques perceptual mapping conjoint analysis

decision rules applied

Which of the following does NOT influence the evaluation of alternatives on each criterion? Question options: decision rules applied evaluative criteria importance of criteria alternatives considered All of the above influence the evaluation of alternatives on each criterion.

conjoint

Which of the following is NOT a decision rule used by consumers? Question options: conjunctive disjunctive lexicographic compensatory conjoint

all of the above

Which of the following is a decision rule used by consumers? Question options: conjunctive disjunctive lexicographic compensatory all of the above

truth in lending law

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives? Question options: Telephone Consumer Protection Act Truth-in-Lending law Federal Trade Commission Act Wheeler-Lea Amendment Just Noticeable Difference law

semanatic differential scales

Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes? Question options: rank ordering scales semantic differential scales constant sum scales Likert scales nominal scales

rational choice

Which of the following is(are) NOT a type of consumer choice process? Question options: affective choice attitude-based choice rational choice A and B All of the above are types of consumer choice processes.

A, B, and C

Which of the following is(are) a type of consumer choice process? Question options: affective choice attitude-based choice attribute-based choice A and B A, B, and C

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

Which of the following statements is TRUE regarding consumer choice processes? Question options: Attitude-based choices require the knowledge of specific attributes at the time the choice is made. The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made. Consumers do not use attitude-based choices for important products. Attitude-based choices require the comparison of each specific attribute across all brands considered

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? Question options: affective choice attitude-based choice rational choice attribute-based choice instrumental choice

attitude based choice

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? Question options: affective choice attitude-based choice rational choice attribute-based choice instrumental choice

attribute based choice

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? Question options: affective choice attitude-based choice rational choice attribute-based choice instrumental choicejosep

instrumental motives

Which type of motives activates behaviors designed to achieve a second goal? Question options: instrumental motives affective motives cognitive motives consummatory motives personal motives

consummatory motives

Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved? Question options: instrumental motives affective motives cognitive motives consummatory motives personal motives

blind tests

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? Question options: surrogate tests generic tests blind tests primary tests perceptual tests

which evaluative criteria are used by the consumer

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? Question options: which evaluative criteria are used by the consumer how the consumer perceives the various alternatives on each criterion the relative importance of each criterion all of the above none of the above

meta goal

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____. Question options: metagoals rational goals evoked goals affective goals primary goals