Chapter 16 Quiz

Sensory perception relates to an individual's ability to distinguish between similar stimuli.

False

Price, advertising intensity, warranties, brand, and country of origin are examples of surrogate indicators.

True

The decoy effect comes into play when choosing among three options, we tend to prefer, and choose, the one that is physically positioned in the middle.

False

The various dimensions, features, or benefits consumers look for in response to a specific problem are called heuristics.

False

The __________ 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 conjunctive elimination-by-aspects compensatory lexicographic

disjunctive

Advertising can affect the importance of evaluative criteria by increasing attention on the evaluative criteria. increasing elaborative processing. decreasing the decision processing. increasing attention on the evaluative criteria and increasing elaborative processing. All of these choices are correct.

increasing attention on the evaluative criteria and increasing elaborative processing.

The motives that underlie behaviors designed to achieve a second goal are termed latent motives. affective motives. consummatory motives. instrumental motives. None of these choices are correct.

instrumental motives.

The __________ 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. disjunctive lexicographic elimination-by-aspects conjunctive compensatory

lexicographic

The fact that consumers have limited capacity for processing information is referred to as bounded rationality. instrumental capacity. cognitive capacity. cognitive dissonance. None of these choices are correct.

bounded rationality.

__________ requires knowledge of specific attributes and involves attribute-by-attribute comparisons across brands. Attribute-based choice Simultaneous choice Sequential choice Attitude-based choice None of these choices are correct.

Attitude-based choice

Choice overload is more likely to occur when consumers are familiar and confident in their knowledge to make a choice among a small number of alternative products with similar features.

False

Cognitive motives underlie behaviors that are intrinsically rewarding to the individual involved.

False

Consumers are not aware of product brand names in generic tests.

False

Firms with a limited reputation sometimes form brand alliances with a reputable firm in order to gain from the quality associated with the known brand.

True

A choice based on the "how do I feel about it" heuristic is referred to as constructive choice. affective choice. attribute-based choice. conjunctive choice. None of these choices are correct.

affective choice.