QUIZ 7

Which of the following is a type of consumer choice process?

-affective choice -attitude-based choice -attribute-based choice

Attribute-based choice requires _____.

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

Online shopping services, such as PriceGrabber.com assist consumers _____.

-with more complex decisions -with forming their evoked sets

Which of the following motives are most likely in affective choices?

consummatory motives

Which of the following does NOT influence the evaluation of alternatives on each criterion?

decision rules applied

Sensory discrimination is _____.

the ability of an individual to distinguish between similar stimuli

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?

affective choice

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?

conjoint analysis

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?

direct

Which type of motives activates behaviors designed to achieve a second goal?

instrumental motives

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.

intangible

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?

lexicographic

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

metagoals

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?

projective technique

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?

projective techniques and perceptual mapping

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

surrogate indicator

Consumers make decisions with the help of recommendation agents or bots when ____.

there are numerous alternatives