MARK Ch.16
10. 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
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. T or F
t
13. 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
14. 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
15. 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
18. 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
19. 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
3. 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
30. Cost and performance features are examples of which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E. instrumental
a
31. 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
37. 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
38. 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
a
44. 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. perceptual mapping B. conjoint analysis C. evaluative mapping D. regression analysis E. factor analysis
a
9. 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
Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more that $1200, the computer must weigh no more that 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
a
Given the following information, which of the following Blu-Ray DVD players would be chosen using the lexicographic decision rule? PERFORMANCE Rank/Cut off Point/Sanyo/Sony/Pioneer Price 1/4/4/5/4 Quality 2/4/5/1/5 Style 3/3/4/2/5 A) Sony B) Sanyo C) Pioneer D) Sony and Pioneer would be considered further. D) None of these choices are correct.
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? HP/ Dell/ Samsung Price 4/5/2 Quality 3/4/5 Ease of Use 4/4/4 a. Dell b. HP c. Samsung d. There's not enough information to decide. e. None of these choices are correct.
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
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
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 influences
a
The multiattribute model is which type of decision rule? A) compensatory B) noncompensatory C) disjunctive D) lexicographic E) elimination-by-aspects
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
a
22. 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
23. 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
29. 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
32. 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
33. 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
39. 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
46. Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes? A. rank ordering scales B. semantic differential scales C. constant sum scales D. Likert scales E. nominal scales
b
8. 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
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) blind test B) brand alliance C) two-sided message D) conjoint alliance E) conjunctive alliance
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
b
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? HP/ Samsung/ Dell Price 4/4/3 Quality 3/5/5 Ease of use 5/3/5 A.) HP B.) Samsung C.) Dell D.) a tie between Samsung and Dell E.) a tie between HP and Dell
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., more than $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.
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
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
b
12. 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
2. 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
24. 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
28. 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
36. 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
41. 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
c
42. 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
c
47. 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
c
6. 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
7. 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
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
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
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
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
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
c
16. 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
17. 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
20. 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
21. 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
25. 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
26. 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
d
35. 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
40. 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
43. 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
d
45. 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
d
5. 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
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 Weight 3/3/1 a. Dell b. Samsung c. Samsung and Dell would be considered further. d. Samsung and HP would be considered further. e. HP
d
Given the following information, which of the following Blu-Ray DVD players would be chosen using the elimination-by-aspects decision rule? PERFORMANCE: Rank/Cut off Point/Sanyo/Sony/Pioneer 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
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
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
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
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
d
Which of the following does NOT affect 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 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
d
1. 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
11. 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
27. 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
34. 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
4. 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
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.) regression analysis B.) cluster analysis C.) factor analysis D.) perceptual mapping E.) conjoint 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
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
e
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) disjunctive C) lexicographic D) elimination-by-aspects E) compensatory
e
Which of the following is NOT a decision rule used by consumers? A) conjunctive B) disjunctive C) lexicographic D) compensatory E) conjoint
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 often used as a surrogate indicator of quality? A) price B) advertising intensity C)warranties D) country of origin E) all of the above
e
An attribute used to stand for or indicate another attribute is known as a proxy indicator. T or F
f
Attitude-based choices are not used for important decisions. T or F
f
Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics. T or F
f
In a compensatory decision, a brand's weakness on one attribute cannot be overcome by its strength on another attribute. T or F
f
Making a brand a compromise option in the choice set decreases that brand's probability of being chosen because consumers do not like "middle-of-the road" brands. T or F
f
The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion. T or F
f
The most common method of direct measurement to determine the relative importance of evaluative criteria is the semantic differential. T or F
f
Affective choices tend to be holistic in nature. T or F
t
All consumers have a bounded rationality. T or F
t
Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules. T or F
t
Evaluative criteria can differ in type, number, and importance. T or F
t
Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects. T or F
t
For a target market using the elimination-by-aspects rule, it is critical to meet or surpass the consumers' requirements on one more (in order) of the criteria used than the competition. T or F
t
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. T or F
t