Consumer Behavior—Chapter 16
t
T/F: For a target market using the elimination-by-aspects rule, it is critical to meet or surpass the the consumers' requirements on one more (in order) of the criteria used than the competition.
f
T/F: In a compensatory decision, a brand's weakness on one attribute cannot be overcome by its strength on another attribute.
t
T/F: Indirect measurement techniques used to determine consumers' evaluative criteria differ from direct measurements in that they assume consumers will not or cannot state their evaluative criteria.
f
T/F: The competitive context has no effect on choice.
Evaluative Criteria
The various dimensions, features, or benefits a consumer looks for in response to a specific problem.
d
The various dimensions, features, or benefits consumer look for in response to a specific problem are called _____. a. alternatives b. choices c. heuristics d. evaluative criteria e. motives
e
Which of the following is a decision rule used by consumers? a. conjunctive b. disjunctive c. lexicographic d. compensatory e. all of the above
e
Which of the following is a noncompensatory decision rule? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. all of the above
e
Which of the following is 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
Consummatory Motives
Underlie behaviors that are intrinsically rewarding to the individual involved.
Sensory Discrimination
The ability of an individual to distinguish between similar stimuli.
a
The fact that consumer have limited capacity for processing information is referred to as a. mounted rationality b. instrumental capacity c. cognitive capacity d. cognitive dissonance e. none of the above
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 the above
c
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. surrogate tests b. generic tests c. blind tests d. primary tests e. perceptual tests
e
The ability of an individual to distinguish between similar stimuli is called _____. a. stimulus generalization b. perceptual generalization c. perceptual discrimination d. sensory perception e. sensory discrimination
t
T/F: 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.
f
T/F: Online shopping services such as PriceGrabber.com assist consumers by making the final choice for them.
t
T/F: Price, advertising intensity, warranties, brand, and country of origin are examples of surrogate indicators.
f
T/F: Sensory perception relates to an individual's ability to distinguish between similar stimuli.
t
T/F: 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.
f
T/F: The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion.
f
T/F: The most common method of direct measurement to determine the relative importance of evaluative criteria is the semantic differential.
f
T/F: The various dimensions, features, or benefits consumers look for in response to a specific problem are called heuristics.
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. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory
c
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. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory
c
The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the _____. a. discriminatory difference b. sensory difference c. just noticeable difference d. recognition difference e. obvious difference
Conjoint Analysis
The most popular indirect measurement approach, the consumer is presented with a set of products or product descriptions in which the evaluative criteria vary.
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 the above
a
The multiattribute model is which type of decision rule? a. compensatory b. noncompensatory c. disjunctive d. lexicographic e. elimination-by-aspects
b
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
c
Which of the following is 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
b
Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives? a. Telephone Consumer Protection Act b. Truth-in-Lending law c. Federal Trade Commission Act d. Wheeler-Lea Amendment e. Just Noticeable Difference law
e
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 the above
t
T/F: Affective choices tend to be holistic in nature.
Metagoal
Refers to the general nature of the outcome being sought.
d
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 the above
Blind Tests
A test in which the consumer is not aware of the product's brand name.
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 the above
c
A limited capacity for processing information is known as _____. a. working memory b. bound memory c. bounded rationality d. bounded processing e. finite processing
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. none of the above
b
A new brand of peanut butter cookies include 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. blind test b. brand alliance c. two-sided message d. conjoint alliance e. conjunctive alliance
t
T/F: Evaluative criteria can differ in type, number, and importance.
t
T/F: All consumers have a bounded rationality.
Bounded Rationality
A limited capacity for processing information.
Instrumental Motives
Activate behaviors designed to achieve a second goal.
d
Advertising can affect the importance of evaluative criteria by a. increasing attention on the evaluative criteria. b. increasing elaboration of the evaluative criteria. c. influencing the decision. d. a and b e. all of the above
a
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
c
An attribute used to stand for or indicate another attribute is known as a _____. a. determinant attribute b. substitute indicator c. surrogate indicator d. secondary indicator e. proxy
Surrogate Indicator
An attribute used to stand for or indicate another attribute.
a
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
Perceptual Mapping
Another indirect technique that generally involves the consumer first looking at possible pairs of brands and indicating which pair is most similar, which is second most similar, and so forth until all pairs are ranked.
a
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
t
T/F: Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects.
d
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 must be determined e. none of the above
e
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
b
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
a
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. direct b. indirect c. projective d. perceptual mapping e. word association
Affective Choice
Choice based on the evaluation of a product generally focused on the way they will make the user feel as the product is used.
a
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. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory
c
Consumers make decisions with the help of recommendation agents or bots when _____. a. there are few evaluative criteria and the decision is less complicated. b. the decision is straight-forward and there are minimal evaluative criteria involved. c. there are numerous alternative. d. there are a limited number of evaluative criteria and the decision involves a repeat purchase. e. none of the above
a
Cost and performance features are examples of which type of evaluative criteria? a. tangible b. intangible c. primary d. secondary e. instrumental
c
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
Attitude-Based Choice
Involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice.
t
T/F: Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.
Disjunctive Decision Rule
Establishes a minimum level of performance for each important attribute.
Conjunctive Decision Rule
Establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that surpass these minimum standards.
e
Evaluative criteria can differ on which of the following? a. type b. number c. importance d. a and b e. a, b, and c
c
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
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. conduct blind tests b. form brand alliances c. use two-sided messages d. form conjoint alliances e. form conjunctive alliances
a
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, 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. perceptual mapping b. conjoint analysis c. evaluative mapping d. regression analysis e. factor analysis
e
Given attribute cutoffs of Price=5, Quality=5, and Weight=4, which of the following would be chosen using the disjunctive decision rule? a. NEC b. Compaq c. Dell d. Compaq and Dell would be considered further. e. Compaq and NEC would be considered further.
d
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? a. Dell b. A tie between Compaq and Dell. c. NEC d. Compaq e. A tie between NEC and Dell.
d
Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule? a. Sony b. Sanyo b. Pioneer d. Sony and Pioneer would be considered further. e. none of the above
a
Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule? a. Sony b. Sanyo c. Pioneer d. Sony and Pioneer would be considered further. e. mont of the above compact disc players would be chosen
a
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? a. Dell b. NEC c. Compaq d. There's not enough information to decide. e. None of the above computers would be chosen.
c
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. intangible technique c. projective technique d. perceptual mapping e. conjoint analysis
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. 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
d
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. perceptual mapping b. regression analysis c. factor analysis d. conjoint analysis e. cluster analysis
d
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. perceptual mapping b. regression analysis c. factor analysis d. conjoint analysis e. cluster analysis
e
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. lexicographic d. elimination-by-aspects e. compensatory
d
Joesph 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 alternatives on these attributes and makes a selection based on these rankings. Joesph is using which type of choice process? a. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice
a
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. usage situation b. competitive context c. advertising effects d. quantity of criteria e. temporal perspective
d
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? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory
d
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. choices c. heuristics d. evaluative criteria e. motives
a
Online services, such as PriceGrabber.com assist consumers _____. a. with more complex decisions. b. with forming their evoked sets. c. by making the final choice for them. d. a and c e. a and b
d
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
f
T/F: Consumers are not aware of product brand names in generic tests.
b
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. Number of diapers per package was not important to consumers. b. The reduction in the quantity did not reach the level of a just noticeable difference. c. Price is more important than quantity to consumers. d. Consumers are price conscious for this product category. e. Consumers are brand loyal.
Lexicographic Decision Rule
Requires the consumer to rank the criteria in order of importance.
Elimination-By-Aspects Decision Rule
Requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion.
Attribute-Based Choice
Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands.
a
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. surrogate b. proxy c. primary d. substitute e. secondary
b
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
a
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
d
Sensory discrimination is _____. a. the minimum amount that one brand can differ from another with the difference still being noticed b. the maximum amount that one brand can differ from another without it being perceived as unreasonable by consumers c. the ability of an individual to distinguish between distinctly different stimuli d. the ability of an individual to distinguish between similar stimuli e. the relative importance consumers place on evaluative criteria
a
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. usage situation b. competitive context c. advertising effects d. experience e. social influence
Compensatory Decision Rule
States that the brand that rates the highest on the sum of the consumer's judgments of the relevant evaluative criteria will be chosen.
b
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
f
T/F: An attribute used to stand for or indicate another attribute is known as a proxy indicator.
f
T/F: Attitude-based choices are not used for important decisions.
f
T/F: Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics.
f
T/F: Cognitive motives underlie behaviors that are intrinsically rewarding to the individual involved.
c
To determine which criteria are used by consumer 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
b
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. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory
a
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. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory
c
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. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory
d
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. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory
e
Which decision rule states that the brand that rates highest on the sum of the consumer's judgements of the relevant criteria will be chosen? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory
c
Which indirect measurement techniques 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
a
Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, nothing what consumers say about products and their attributes? a. direct b. indirect c. projective d. perceptual mapping e. word association
b
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
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 the above e. none of the above
d
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 technique and regression analysis
a
Which of the following does NOT influence the evaluation of alternative on each criterion? a. decision rules applied b. evaluative criteria c. importance of criteria d. alternative considered e. all of the above influence the evaluation of alternatives on each criterion
e
Which of the following is NOT a decision rule used by consumers? a. conjunctive b. disjunctive c. lexicographic d. compensatory e. conjoint
c
Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria? a. rank ordering scales b. semantic differential scales c. constant sum scales d. Likert scales e. nominal scales
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. regression analysis c. factor analysis d. conjoint analysis e. cluster analysis
b
Which of the following is the most widely used technique for measuring consumers' judgements of brand performance on specific attributes? a. rank ordering scales b. semantic differential scales c. constant sum scales d. Likert scales e. nominal scales
a
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
c
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.
a
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
b
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. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice
d
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. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice
a
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
d
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
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. surrogate tests b. generic tests c. blind tests d. primary tests e. perceptual tests
c
Which type of test is one in which the consumer is not aware of the product's brand name? a. surrogate tests b. generic tests c. blind tests d. primary tests e. perceptual tests
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 the above
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 the above
