MAR4503 - Chapter 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

Which of the following is a noncompensatory decision rule?

all of the above

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?

all of the above must be determined

A limited capacity for processing information is known as _____.

bounded rationality

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? NEC Compaq Dell Price 4 4 3 Quality 3 5 5 Ease of Use 5 3 5

Compaq

Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.

True

Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects.

True

Which of the following is a type of consumer choice process?

a, b, and c

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

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?

conjunctive

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

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

The conjunctive 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.

True

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

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

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 $20,000. 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

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

rational choice

The ability of an individual to distinguish between similar stimuli is called _____.

sensory discrimination