Chapter 16: Alternative Evaluation & Selection

In a compensatory decision, a brand's weakness on one attribute cannot be overcome by its strength on another attribute.

False

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?

attitude-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?

attribute-based choice

The fact that consumers have limited capacity for processing information is referred to as

bounded rationality

Which of the following is not a decision rule used by consumers?

conjoint

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

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer

metagoals

An attribute used to stand for or indicate another attribute is known as a

surrogate indicator

A metagoal refers to

the general nature of the outcome being sought.

Attribute-based choice requires

the knowledge of specific attributes at the time the choice is made and attribute-by-attribute comparisons across brands.