MKT 334: LearnSmart Chapter 16

List the steps in sequential order, with the first step at the top, involved in conjoint analysis for determining the relative importance consumers place on evaluative criteria

1. A set of products or product descriptions is offered to a consumer in which evaluative criteria differ 2. Different evaluative criteria are graded by a consumer in terms of his or her preference for those combinations of features 3. The relative significance of each level of evaluative criteria is derived using a computer program as assigned by a consumer

What are two evaluative criteria often associated with quality?

1. Brand names 2. Higher prices

What are the five decision rules commonly used by consumers?

1. Compensatory 2. Disjunctive 3. Conjunctive 4. Lexicographic 5. Elimination-by-aspects

What two purchases might cause a consumer to use the conjunctive decision rule?

1. Determining a vacation destination 2. Buying a hosue

Suzy is shopping for a new refrigerator. What are two examples of tangible criteria Suzy might consider when evaluating various refrigerators?

1. LG is an energy saver and has the most efficient ice maker 2. Kenmore costs $150 less than the Whirlpool

Which two statements regarding consumer choice and preference are true?

1. Preferences can and do shift as a function of the situation 2. Time pressure can have an impact on a consumer's choice

List the steps that are taken in perceptual mapping of consumers' evaluative criteria in a sequential order, with the first step at the top

1. Ranking of alternative brands by consumers based on similarity 2. Processing of ranks by a computer 3. Creation of a perceptual map of brands

In sequential order, with the first step at the top, list the steps taken by consumers using the elimination-by-aspects decision rule to evaluate alternatives to a recognized problem

1. The evaluative criteria based on significance are rated by consumers and cutoff points for each criterion are established 2. All brands are considered on the most significant criterion and those that do not meet or surpass an established cut-off point are eliminated 3. Remaining brands are similarly evaluated by consumers on criteria with progressively lower importance until one brand remains

In sequential order in which they occur, list the steps, with the first step at the top, to develop marketing strategies appropriate to a target market's purchase situation

1. The rule or combination of rules most likely used by a target market in a particular purchase situation should be determined 2. Marketing strategies that correspond to the decision-making activities conducted by a target market should be developed

What are the 3 types of consumer choice processes?

1. affective 2. attribute-based 3. attitude-based

What are two intangible factors that influence the type of evaluative criteria used by consumers in making a decision?

1. brand image 2. style

What are three factors that influence the importance a consumer places on different evaluative criteria?

1. competitive context 2. advertising effects 3. usage situation

In which 3 conditions do surrogate indicators have a greater effect on consumers?

1. if informed judgments cannot be made by consumers 2. if consumers have a low interest in a decision 3. if other information regarding quality is unavailable

What are three methods marketers use to determine consumers' judgments of brand performance on specific evaluative criteria?

1. semantic differential scales 2. rank ordering scales 3. Likert scales

Match the type of motives that influences a consumer's purchase behavior with the appropriate examples

Consummatory motive = a person purchasing an expensive smartphone because it makes him or her appear trendy Instrumental motive = a person purchasing a scientific calculator to solve complicated numerical problems

Brite-White Toothpaste Co. knows consumers want a toothpaste that protects them from cavities while brightening their smiles. The company makes a point to emphasize these attributes in its packaging and advertising efforts. Which consumer decision rule most likely affected their decisions?

Disjunctive

Which consumer decision rule establishes a minimum level of importance for each product attribute?

Disjunctive

True or false: The three consumer choice processes are mutually exclusive

False

True or false: The trade-offs between hedonic and utilitarian attributes of consumers' choices are typically not considered by marketers when developing products and promotional campaigns

False

True or false: Typically, consumers only use one of the five decision rules when making a decision

False

True or false: Emotions, such as the joy of riding in a brand new car, are a form of evaluative criteria

True

True or false: One consequence of the compensatory decision rule is that consumers often find it difficult to consider more than a few attributes at once

True

A test, conducted by marketers to evaluate functional characteristics of a product, in which respondents are unaware of the product's brand name is referred to as a(n) _____ ______

blind test

Barry is participating in a consumer research panel. He is asked to taste three different cola brands. Each cola is presented to him in a small cup that does not indicate the brand of the cola. What type of research in this company conducting?

blind test

Consumers often do not have the ability or motivation to seek optimal solutions to recognized problems and are subject to ______, which limits their capacity to process information

bounded rationality

When a consumer has a limited capacity for processing information, the consumer is experiencing

bounded rationality

According to the ______ decision rule, a brand that scores highest on the sum of a consumer's judgment of significant evaluative criteria will be selected by the consumer.

compensatory

What process did Sunbeam use to redesign its food processor line when it tested 12 different attributes of the product and learned about the relative importance of these attributes?

conjoint analysis

Which indirect measurement approach presents the consumer with a set of products in which the evaluative criteria varies?

conjoint analysis

Mahut finds one dishwasher that meet the standards he is looking for and two that do not. He eliminates the two that do not and buys the other one. Which decision rule is he using?

conjunctive

Minimum required performance standards on each criterion are established and either the first or all brands that surpass or meet these minimum standards are selected using the _______ decision rule

conjunctive

While _______ motives underlie behaviors that are intrinsically fulfilling to an involved person, _______ motives trigger behaviors of a person oriented to obtain a second goal

consummatory; instrumental

When a company uses a focus group to ask consumers about one of its product, it is an example of a(n) ______ method to determine evaluative criteria

direct

The ________ decision rule establishes a minimum level of performance for each important attribute of a product

disjunctive

In response to a particular problem, a consumer looks for the various dimensions, benefits, or features that are referred to as

evaluative criteria

One feature of perceptual mapping is that it does not

involve specification of evaluative criteria by consumers

Match the types of purchases with the types of decision rules consumers typically use in those purchase situations

low-involvement purchases = relatively simple decision rules like disjunctive, conjunctive, lexicographic, or elimination-by-aspects high-involvement purchases = increase evaluation efforts in the form of complex decision rules such as compensatory rules and different stages of decision making

The general nature of the outcome a consumer seeks is referred to as a

metagoal

The first assumption of rational choice theory says that consumers seek _______ and make their choice on that basis

one optimal solution to a problem

An example of an indirect method used by marketers to measure consumers' evaluative criteria is a(n)

projective technique

The lexicographic decision rule differs from the other rules in that the customer must

rank criteria in order of importance

What is probably the most widely used technique for determining consumers' judgments of brand performance on specific attributes?

semantic differential scales

A person can differentiate between similar stimuli if he or she has the ability known as

sensory discrimination

The conjunctive decision rule is used by consumers so that the

size of an information-processing task can be decreased

The conjunctive decision rule is used by consumers to that the

size of an information-processing task can be decreased

A disadvantage of using a direct method to determine the evaluative criteria used by consumers is that

sometimes consumers are unable to vocalize their evaluative criteria

The strategy used by marketers when the disjunctive decision rule is used is to

surpass consumes' desired performance level on at least one of they key attributes

In the context of evaluative criteria, an attribute used to denote or stand for or indicate another attribute is known as a(n)

surrogate indicator

Jenni is shopping for wedding shoes and narrows her decision down to two pairs. She decides to buy the more expensive pair because she believes that the higher priced shoe must be better quality. Her belief is based on a

surrogate indicator

Shannon plans to buy a television set. She prepares a list of evaluative criteria in decreasing order of importance. She decides on a cut-off for each evaluative criterion. Then, she evaluates televisions, removing those that do not meet the cut-off for the most important criterion. She continues her search using this method until one brand remains. What decision rule is Shannon using?

the elimination-by-aspects decision rule

An understanding of the importance consumers assign to evaluative criteria is critical for marketers as

the importance of the same criterion can vary among consumers

When a consumer's choice of a product is primarily influenced by the affective component of his or her attitude, the consumer's evaluation of a product is based on

the way the product makes him or her feel

When Grace meets a colleague for a breakfast meeting, she looks for a restaurant with fast service. When she is going out for dinner with her husband, she looks for restaurants with healthy options on the menu. Which factor influences her evaluative criteria when selecting a restaurant?

usage situation

Match the factors that influence the importance a consumer places on different evaluative criteria with their appropriate descriptions

usage situations = these are conditions in which a service or product is utilized competitive context = increase variance across rival brands leads to increased efforts by consumers in a decision-making process advertising effects = those promotional campaigns which increase processing of a product attribute and the importance of that attribute

What is an example of sensory discrimination?

variance in the taste of wine

Which of these situations is most likely to be affected by the third assumption affecting consumer choice in which time pressure affects the optimal solution?

when a consumer must replace a cell phone plan

Which image-based product is often perceived by consumers as being higher quality because it is higher priced?

wine

Which consumer decision rule tends to be the most time-consuming and mentally taxing?

Compensatory

Decisions that are based on an affective choice would answer which question?

How do I feel about it?

A consumer uses the lexicographic decision rule to evaluate two alternative tire brands, "Big Tread" and "Atlantis." Assuming that both brands exhibit maximum performance at each level for the most important criterion, which strategy should marketers of Big Tread use to influence consumers to purchase Big Tread tires?

Influence consumers to choose the next most importance attribute of Big Tread

Renata is participating in a research project in which she is reviewing three different microwaves that all have the same criteria. Is this an example of conjoint analysis?

No. Conjoint analysis involves a set of products in which evaluative criteria vary

Which equation illustrates the compensatory decision rule?

Rb = ∑i=1nWiBib

What is involved in projective technique for techniques for determining consumers' evaluative criteria?

Respondents are asked to designate criteria that someone else might utilize

What is involved in projective techniques for determining consumers' evaluative criteria?

Respondents are asked to designate criteria that someone else might utilize

What aspect of evaluative criteria is of greatest interest to marketers?

The importance consumers assign to each evaluative criterion

What is an accurate statement about the nature of evaluative criteria used by consumers to make a decision?

They differ in number depending on the product category under consideration

When making a(n) _______ choice, consumers imagine using the product or service and consider how it will make them feel

affective

It is critical for marketers to understand the role of emotions and attitudes in the formation of a consumer's evoked set as

affective, emotional, and functional criteria are not always used in isolation

Consumers who rely on summary impressions and intuitions when evaluating a product demonstrate a(n) ______ choice

attitude-based

Kristine remembered that her roommate's SportsTrend bike worked well and looked sleek. Kristine had a Sunsetter bike when she was growing up which she liked but it was known for bright neon colors. At the bike store, she saw both brands for about the same price and decided to buy the SportsTrend bike. Which type of consumer choice process does this demonstrate?

attitude-based

When it is difficult to find information about a product and a purchase must be made quickly, consumers are more likely to rely on a(n) _______ choice

attitude-based

Consumers who demonstrate high purchase involvement or motivation are more likely to use which type of consumer choice process?

attribute-based

The knowledge of particular features at the time a product choice is made and conducting a characteristic-by-characteristic comparison across brands are components of ______ choice

attribute-based

Match the number of evaluative criteria used by a consumer to make a decision with the types of products they are generally associated with

few evaluative criteria = low involvement purchases such as buying toilet paper numerous evaluative criteria = high involvement purchases such as buying a laptop

Marketers must especially help those consumers visualize the experience of consuming a product who

have not consumed the product before

When marketing to consumers who use the affective choice process, companies should

help consumers envision the experience of consuming the product