exam 4 / chapter 16

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 these

E

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?

?

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: price = 4 / quality = 3 / ease of use = 4 Dell: price = 5 / quality = 4 / ease of use = 4 Samsung: price = 2 / quality = 5 / ease of use = 4 A. dell B. HP C. samsung D. there's not enough information to decide E. none of these

A

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? A. instrumental motive B. cognitive motive C. consummatory motive D. affective motive E. personal motive

A

The ability of an individual to distinguish between similar stimuli is called A. sensory discrimination B. perceptual generalization C. perceptual discrimination D. sensory perception E. stimulus generalization

A

The fact that consumers have limited capacity for processing information is referred to as A. bounded rationality B. instrumental capacity C. cognitive capacity D. Cognitive dissonance E. none of these

A

The fact that consumers have limited capacity for processing information is referred to as A. bounded rationality B. instrumental capacity C. cognitive capacity D. cognitive dissonance E. all of these

A

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. A. elimination-by-aspects B. lexicographic c. compensatory D. disjunctive E. conjunctive

B

Which of the following is NOT a decision rule used by consumers? A. compensatory B. conjoint C. lexicographic D. conjunctive E. disjunctive

B

A choice based on the "how do I feel about it" heuristic is referred to as A. constructive choice B. affective choice C. attribute-based choice D. conjunctive choice E. none of these

B

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. attribute-based choice B. affective choice C. instrumental choice D. attitude-based choice E. rational choice

B

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. attribute-based choice B. affective choice C. instrumental choice D. rational choice E. attitude-based choice

B

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 non-financial criteria to make purchase decisions E. non of these

B

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. bounded processing B. working memory C. bounded rationality D. finite processing E. bounded memory

C

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. quantity of criteria B. advertising effects C. usage situation D. competitive context E. temporal perspective

C

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. primary tests B. generic tests C. blind tests D. perceptual tests E. surrogate tests

C

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 these

D

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

D

An attribute used to stand for or indicate another attribute is known as a A. secondary indicator B. substitute indicator C. determinant attribute D. surrogate indicator E. proxy

D

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria? A. direct B. differential C. secondary D. primary E. indirect

E

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? 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 these E. none of these

D

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

D

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. rational choice C. instrumental choice D. attribute-based choice E. attitude-based choice

D

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria? A. projective techniques and regression analysis B. factor analysis and regression analysis C. conjoint analysis and factor analysis D. regression analysis and perceptual mapping E. projective techniques and perceptual mapping

E

Which of the following is a decision rule used by consumers? A. conjunctive B. disjunctive C. lexicographic D. compensatory E. all of these

E

A limited capacity for processing information is known as A. bounded memory B. finite processing C. bounded processing D. working memory E. bounded rationality

E

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. two-sided message B. conjoint alliance C. conjunctive alliance D. blind test E. brand alliance

E

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. rational choice B. attribute-based choice C. instrumental choice D. affective choice E. attitude-based choice

E

Evaluative criteria differ on all EXCEPT which of the following? A. evaluative criteria can differ on all of the above B. importance C. type D. number E. quality

E

Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria? A. semantic differential scales B. nominal scales C. noncomparitive rating scales D. likert scales E. constant sum scales

E

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. attribute-based choice B. rational choice C. affective choice D. instrumental choice E. attitude-based choice

E

sensory discrimination is

the ability of an individual to distinguish between similar stimuli

The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the A. just noticeable difference B. discriminatory difference C. obvious difference D. sensory difference E. recognition difference

A

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. disjunctive B. elimination-by-aspects C. lexicographic D. compensatory E. conjunctive

A

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 these choices

A

Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes? A. semantic differential scales B. likert scales C. rank ordering scales D. nominal scales E. constant sum scales

A

__________ requires knowledge of specific attributes and involves attribute-by-attribute comparisons across brands. A. attribute-based choice B. simultaneous choice C. Sequential choice D. attitude based choice E. none of these

A

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. price is more important than quantity to consumers B. the reduction in the quantity did not reach the level of a just noticeable difference C. consumers are price conscious for this product category D. consumers are brand loyal E. number of diapers per package was not important to consumers

B

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. A. lexicographic B. disjunctive C. conjunctive D. elimination-by-aspects E. compensatory

B

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. conjoint analysis B. regression analysis C. perceptual mapping D. evaluative mapping E. factor analysis

C

Given the following information, which of the following Blu-Ray DVD players would be chosen using the lexicographic decision rule? RANK: price = 1 / quality = 2 / style = 3 CUTOFF POINT: price = 4 / quality = 4 / style = 3 SANYO: price = 4 / quality = 4 / style = 3 SONY: price = 5 / quality = 1 / style = 2 PIONEER: price = 4 / quality = 5 / style = 5 A. sony B. sanyo C. pioneer D. sony and pioneer would be considered further E. none of these

C

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. compensatory D. elimination-by-aspects E. lexicographic

C

Marketing strategies to deal with choice overload include A. increasing the number of product assortments B. selecting alternatives that have little meaningful differences C. subscription decision services such as e-tailer Stitch Fix D. increasing the square footage in brick and mortar stores E. non of these are correct

C

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? A. compensatory B. lexicographic C. elimination-by-aspects D. disjunctive E. conjunctive

C

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? A. instrumental B. secondary c. primary D. tangible E. intangible

D

Attribute-based choice requires A. the knowledge of specific attributes at the time the choice is made B. attribute-by attribute comparisons across brands C. summary impressions D. the knowledge of specific attributes at the time the choice is made and attribute-by-attribute comparisons across brands. E. all of these

D

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 these

D

to determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement? A. nominal and interval B. manifest and latent C. immediate and delayed D. direct and indirect E. primary and secondary

D

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. perceptual mapping B. word association C. indirect D. projective E. direct

E

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. cluster analysis B. perceptual mapping C. regression analysis D. factor analysis E. conjoint analysis

E

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. cluster analysis B. regression analysis C. perceptual mapping D. factor analysis E. conjoint analysis

E

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. heuristics C. choices D. motives E. evaluative criteria

E

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. cognitive motive C. personal motive D. affective motive E. consummatory motive

E

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. proxy B. substitute C. secondary D. primary E. surrogate

E

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? A. compensatory B. conjunctive C. lexicographic D. disjunctive E. elimination-by-aspects

B

Cost and performance features are examples of which type of evaluative criteria? A. intangible B. tangible C. secondary D. instrumental E. primary

B

Evaluative criteria can differ on which of the following? A. type B. type, number, and importance C. type and number D. number E. importance

B

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. form conjunctive alliances B. form brand alliances C. form conjoint alliances D. conduct blind tests E. use two-sided messages

B

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. projective technique C. conjoint analysis D. perceptual mapping E. intangible technique

B

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? HP: price = 5 / quality = 3 / ease of use = 3 Dell: price = 4 / quality = 3 / ease of use = 3 Samsung: price = 4 / quality = 5 / ease of use = 1 A. samsung B. dell C. samsung and HP would be considered further D. samsung and dell would be considered further E. HP

C

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer A. primary goals B. affective goals C. metagoals D. rational goals E. evoked goals

C

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria? A. tangible B. secondary C. intangible D. instrumental E. primary

C

The multiattribute model is which type of decision rule? A. noncompensatory B. disjunctive C. compensatory D. elimination-by-aspects E. lexicographic

C

The various dimensions, features, or benefits consumers look for in response to a specific problem are called A. alternatives B. heuristics C. evaluative criteria D. motives E. choices

C

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. lexicographic B. compensatory C. elimination-by-aspect D. disjunctive E. conjunctive

C

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use? A. conjoint analysis B. intangible C. projective techniques D. tangible E. perceptual mapping

C

Which of the following is NOT a type of consumer choice process? A. affective choice B. attitude-based choice C. irrational choice D. affective choice and attitude-based choice E. all of these

C

Which of the following is a type of consumer choice process? A. attitude-based choice B. affective choice and attitude-based choice C. affective choice, attitude-based choice, and attribute-based choice D. attribute-based choice E. affective choice

C

Which of the following motives are most likely in affective choices? A. primary motives B. instrumental motives C. consummatory motives D. immediate motives E. affective motives

C

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. instrumental choice B. rational choice C. attribute-based choice D. affective choice E. attitude-based choice

C

Which type of motives activates behaviors designed to achieve a second goal? A. personal motives B. affective motives C. instrumental motives D. consummatory motives E. cognitive motives

C

Given the following information, which of the following Blu-Ray DVD players would be chosen using the elimination-by-aspects decision rule? RANK: price = 1 / quality = 2 / style = 3 CUTOFF POINT: price = 4 / quality = 4 / style = 3 SANYO: price = 3 / quality = 4 / style = 5 SONY: price = 5 / quality = 5 / style = 5 PIONEER: price = 4 / quality = 4 / style = 3 A. Sony B. sanyo C. pioneer D. sony and pioneer would be considered further E. none of these choices are correct

D

The motives that underlie behaviors designed to achieve a second goal are termed A. latent motives B. affective motives C. consummatory motives D. instrumental motives E. none of these

D

The two types of evaluative criteria are A. manifest and latent B. primary and secondary C. consummatory and instrumental D. tangible and intangible E. direct and indirect

D

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. lexicographic B. elimination-by-aspects C. compensatory D. conjunctive E. disjunctive

D

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. elimination-by-aspects C. disjunctive D. compensatory E. lexicographic

D

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 thier attributes? A. perceptual mapping B. indirect C. word association D. direct E. projective

D

Which of the following affects how important various criteria are for consumers? A. usage situation B. competitive context C. advertising effects D. all of these E. none of these

D

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives? A. wheeler-lea amendment B. just noticeable difference law C. federal trade commission act D. truth in lending act E. telephone consumer protection act

D

Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria? A. perceptual mapping B. cluster analysis C. regression analysis D. conjoint analysis E. factor analysis

D

Which type of motives underlie behaviors that are intrinsically rewarding to the individual behavior A. personal motives B. affective motives C. cognitive motives D. consummatory motives E. instrumental motives

D

Which type of test is one in which the consumer is not aware of the product's brand name? A. primary tests B. perceptual tests C. surrogate tests D. blind tests E. generic tests

D

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. generic tests B. primary tests C. surrogate tests D. perceptual tests E. blind tests

E

Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as A. consumers seek one optimal solution to a problem and choose on that basis B. consumers have the skill and motivation to find the optimal choice C. the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context. D. 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. E. all of these choices are correct

E

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. secondary B. tangible C. consummatory D. primary E. intangible

E

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. experience B. advertising effects C. competitive context D. social influences E. usage situation

E

When experiencing choice overload, consumers may A. respond with "analysis paralysis" and make no decision. B. use heuristics to make a decision C. end up feeling dissatisfied with their choice D. blame themselves for making a bad choice E. all of these choices are correct

E

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. compensatory B. conjunctive C. disjunctive D. elimination-by-aspects E. lexicographic

E

Which of the following is a noncompensatory decision rule? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. all of these

E

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. Attitude-based choices require the comparison of each specific attribute across all brands considered C. The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made D. Consumers do not use attitude-based choices for important products. E. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made

E