cb chapter 16

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 | Dell. .| Samsung Price 4. | 5. | 2 Quality. 3 | 4. | 5 Ease of Use4. | 4. | 4 A. Dell B. HP C. Samsung D. There's not enough information to decide. E. None of these choices are correct.

A. Dell

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

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

A. affective choice

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 the above

A. bounded rationality

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

A. consummatory motives

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 the above influence the evaluation of alternatives on each criterion.

A. decision rules applied

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

A. direct

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

A. sensory discrimination.

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

A. tangible

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

A. tangible

Which of the following affects how important various criteria are for consumers? usage situation. competitive context. advertising effects. All of these choices are correct. None of these choices are correct.

All of these choices are correct.

Which of the following is often used as a surrogate indicator of quality? price advertising intensity warranties country of origin All of these choices are correct.

All of these choices are correct. (price, advertising intensity, warranties, country of origin)

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

All of these choices are correct.(conjunctive, disjunctive, lexicographic, elimination-by-aspects)

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

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

B. attitude-based choice

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

B. conjunctive

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

B. indirect

Given the following information, which of the following Blu-Ray DVD players would be chosen using the lexicographic decision rule? PERFORMANCE Rank |Cutoff |Sanyo |Sony| P Price 1 | 4 | 3 | 5 | 4 Quality 2 | 4 | 4 |. 5 | 4 Style 3 | 3 | 5 |. 5 | 3 A. Sony B. Sanyo C. Pioneer D. Sony and Pioneer would be considered further. E. None of these choices are correct.

C. Pioneer

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? HP. Dell. Samsung Price. 5 4 4 Quality 3 3 5 Ease of Use3 3 1 A. Dell B. HP C. Samsung and HP would be considered further. D. Samsung and Dell would be considered further. E. Samsung

C. Samsung and HP would be considered further.

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

C. bounded rationality

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

C. bounded rationality

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? conjunctive lexicographic elimination-by-aspects disjunctive compensatory

Disjunctive

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. A and B E. all of the above

D. A and B (the knowledge of specific attributes at the time the choice is made, attribute-by-attribute comparisons across brands)

Given the following information, which of the following Blu-Ray DVD players would be chosen using the elimination-by-aspects decision rule? PERFORMANCE Rank |Cutoff |Sanyo |Sony| P Price 1 | 4 | 3 | 5 | 4 Quality 2 | 4 | 4 |. 5 | 4 Style 3 | 3 | 5 |. 5 | 3 A. Sony B. Sanyo C. Pioneer D. Sony and Pioneer would be considered further. E. None of these choices are correct.

D. Sony and Pioneer would be considered further.

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 the above E. none of the above

D. all of the above

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____. 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. A and B E. A, B, and C

E. A, B, and C

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

E. A, B, and C

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

E. All of these choices are correct. (conjunctive, disjunctive, lexicographic, compensatory)

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. A and C E. all of the above

E. all of the above

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? Price is more important than quantity to consumers. The reduction in the quantity did not reach the level of a just noticeable difference. Consumers are brand loyal. Number of diapers per package was not important to consumers. Consumers are price conscious for this product category.

Price is more important than quantity to consumers

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

Truth In Lending Act

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

A. instrumental motives

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

A. instrumental motives

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

A. metagoals

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

B. intangible

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

B. intangible

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

B. tangible and intangible

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 nonfinancial criteria to make purchase decisions E. none of the above

B. the general nature of the outcome being sought

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

BLIND TEST

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

C. direct and indirect

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

C. form brand alliances

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

C. projective techniques

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

C. quality

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

C. rational choice

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 Stich Fix. D. increasing the square footage in brick and mortar stores. E. none of the above.

C. subscription decision services such as e-tailer Stich Fix.

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

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

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

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

D. attribute-based choice

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

D. consummatory motive

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

D. consummatory motives

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 choices are correct.

D. how consumers will trade one evaluative criteria for another.

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

D. projective techniques and perceptual mapping

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 the above.

E. all of the above.

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

E. evaluative criteria.

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? surrogate tests perceptual tests blind tests primary tests generic tests

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? primary tests generic tests surrogate tests perceptual tests blind tests

blind tests

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

brand alliances

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? disjunctive conjunctive elimination-by-aspects compensatory lexicographic

compensatory

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

compensatory

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

conjoint

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? factor analysis perceptual mapping regression 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? factor analysis cluster analysis regression analysis perceptual mapping conjoint analysis

conjoint analysis

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

conjoint analysis

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? conjunctive elimination-by-aspects compensatory lexicographic disjunctive

conjunctive

Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria? constant sum scales noncomparative rating scales semantic differential scales Likert scales nominal scales

constant sum scales

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

d. evaluative criteria

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. intangible technique b. perceptual mapping c. tangible technique d. projective technique e. conjoint analysis

d. projective technique

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. projective c. word association d. indirect e. direct

e. direct

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

e. type, number, importance

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? conjunctive lexicographic compensatory elimination-by-aspects disjunctive

elimination-by-aspects

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? compensatory lexicographic disjunctive elimination-by-aspects conjunctive

elimination-by-aspects

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

just noticeable difference.

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? compensatory conjunctive disjunctive elimination-by-aspects lexicographic

lexicographic

A technique that requires consumers to judge the similarity of alternative brands is conjoint analysis. attitude survey. semantic differential scale. perceptual mapping. None of these choices are correct.

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? evaluative mapping perceptual mapping regression analysis factor analysis conjoint analysis

perceptual mapping.

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

semantic differential scales

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. proxy substitute primary surrogate secondary

surrogate

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

surrogate indicator

Sensory discrimination is the ability of an individual to distinguish between distinctly different stimuli. the relative importance consumers place on evaluative criteria. 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 similar stimuli. the minimum amount that one brand can differ from another with the difference still being noticed.

the ability of an individual to distinguish between similar stimuli.

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? temporal perspective advertising effects competitive context usage situation quantity of criteria

usage situation

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? experience social influences usage situation competitive context advertising effects

usage situation