Question 1

Heuristic processing is more likely when buying ketchup and less likely when buying furniture.

Accepted Answer

A) True 
 B)False  True

Question 2

Tina is driving down Main Street in the town where she lives trying to decide where to eat lunch. Many of the restaurants are right on this street and she can see their signs. Others are nearby, but she can't see them - she has to recall them. What type of choice strategy is this? And, which type of restaurant is Tina more likely to choose - one of the restaurants on Main Street or off Main Street?

Accepted Answer

This is a mixed choice type of decision. When this occurs, stimulus brands-the brands that are physically observed-usually have an advantage over memory brands-the brands not observed but drawn from memory-because consumers tend to forget specific details about memory brands. Thus, Tina is more likely to choose a restaurant on Main Street all of other factors being equal.

Question 3

Average or moderate brands are more likely to chosen from the consideration set when a person has to justify his/her decision.

Accepted Answer

A) True 
 B)False  True

Question 4

In a _____ choice strategy, good attributes can make up for bad attributes. The "Frequency of Good and Bad Features Heuristic" is an example of this type of choice strategy.

Accepted Answer

A)  attribute-based 
B)  conjunctive heuristic 
C)  compensatory 
D)  non-compensatory 
E)  None of the above is correct. 
A)  attribute-based 
B)  conjunctive heuristic 
C)  compensatory 
D)  non-compensatory 
E)  None of the above is correct.

Question 5

Sales of the Williams-Sonoma $275 home bread baking increased when Williams-Sonoma introduced a larger and more expensive model. This is an example of which phenomenon?

Accepted Answer

A)  law of large numbers effect 
B)  part-list cuing effect 
C)  attraction effect 
D)  compromise effect 
E)  MODE model effect 
A)  law of large numbers effect 
B)  part-list cuing effect 
C)  attraction effect 
D)  compromise effect 
E)  MODE model effect

Question 6

Consumers frequently consider as many as 15 brands at a time when making a choice.

Accepted Answer

A) True 
 B)False

Question 7

Reminding consumers about some brands decreases consumer memory for other brands. This phenomenon is known as the:

Accepted Answer

A)  direction-of-comparison effect 
B)  anchoring-and-adjustment effect 
C)  attraction effect 
D)  compromise effect 
E)  None of the above is correct. 
A)  direction-of-comparison effect 
B)  anchoring-and-adjustment effect 
C)  attraction effect 
D)  compromise effect 
E)  None of the above is correct.

Question 8

Which of the following about heuristics is false?

Accepted Answer

A)  Heuristics enable us to make decisions quickly and easily. 
B)  Persuasion heuristics influence consumers' beliefs and attitudes. 
C)  The MODE model is a type of choice heuristic. 
D)  Heuristic processing is particularly likely when a decision is perceived as unimportant. 
E)  Heuristics can lead consumers to overlook important information. 
A)  Heuristics enable us to make decisions quickly and easily. 
B)  Persuasion heuristics influence consumers' beliefs and attitudes. 
C)  The MODE model is a type of choice heuristic. 
D)  Heuristic processing is particularly likely when a decision is perceived as unimportant. 
E)  Heuristics can lead consumers to overlook important information.

Question 9

Culture does not influence consumer decision making.

Accepted Answer

A) True 
 B)False

Question 10

_____ consists of all of the brands a person will consider purchasing.

Accepted Answer

A)  Evoked set 
B)  Brand recall set 
C)  Consideration set 
D)  Primary decision set 
E)  Brand awareness set 
A)  Evoked set 
B)  Brand recall set 
C)  Consideration set 
D)  Primary decision set 
E)  Brand awareness set

Question 11

How can a manager use the attraction effect?

Accepted Answer

Students answers may vary slightly howev

Question 12

Adding a similar but inferior decoy product to a product line increases the attractiveness of the other products. This is known as the:

Accepted Answer

A)  part-list cuing 
B)  price-quality heuristic 
C)  attraction effect 
D)  compromise effect 
E)  anchoring-and-adjustment heuristic 
A)  part-list cuing 
B)  price-quality heuristic 
C)  attraction effect 
D)  compromise effect 
E)  anchoring-and-adjustment heuristic

Question 13

Stimulus brands typically enjoy a choice advantage because consumers may recognize that they have forgotten important details about memory brands.

Accepted Answer

A) True 
 B)False

Question 14

In mixed choice, consumers can see some brands and have to recall others.

Accepted Answer

A) True 
 B)False

Question 15

The MODE model is a dual-process model.

Accepted Answer

A) True 
 B)False

Question 16

Which of following statements about attribute-based versus attitude-based choice is false?

Accepted Answer

A)  In attitude-based choice, people make choices based on overall evaluations of brands. 
B)  Attribute information is typically more accessible than attitude information, which means the information is easier to recall. 
C)  Attribute-based choice is often preferred when brands are very similar overall. 
D)  Attribute information is considered more diagnostic than attitude information. (Diagnostic means that the information is relevant to distinguishing between choices.) 
E)  Attitude-based choice can only happen if a brand attitude exists. 
A)  In attitude-based choice, people make choices based on overall evaluations of brands. 
B)  Attribute information is typically more accessible than attitude information, which means the information is easier to recall. 
C)  Attribute-based choice is often preferred when brands are very similar overall. 
D)  Attribute information is considered more diagnostic than attitude information. (Diagnostic means that the information is relevant to distinguishing between choices.) 
E)  Attitude-based choice can only happen if a brand attitude exists.

Question 17

Consumers usually prefer a memory brand over a stimulus brand.

Accepted Answer

A) True 
 B)False

Question 18

When Jim flies home from school for break, he always chooses the cheapest flight possible. He feels this is the most important attribute of ticket purchase. (He doesn't care about carrier or flight time.) This is an example of what type of heuristic thinking?

Accepted Answer

A)  The lexicographic heuristic 
B)  A disjunctive heuristic 
C)  The attitude heuristic 
D)  A elimination-by-aspects heuristic 
E)  A peripheral cue heuristic 
A)  The lexicographic heuristic 
B)  A disjunctive heuristic 
C)  The attitude heuristic 
D)  A elimination-by-aspects heuristic 
E)  A peripheral cue heuristic

Question 19

Define stimulus-based, memory-based, and mixed choice.

Accepted Answer

When none of the relevant brands and att

Question 20

How does the lexicographic heuristic work?

Accepted Answer

The lexicographic heuristic in

Heuristic processing is more likely when buying ketchup and less likely when buying furniture.

Average or moderate brands are more likely to chosen from the consideration set when a person has to justify his/her decision.

In a _____ choice strategy, good attributes can make up for bad attributes. The "Frequency of Good and Bad Features Heuristic" is an example of this type of choice strategy.

Sales of the Williams-Sonoma $275 home bread baking increased when Williams-Sonoma introduced a larger and more expensive model. This is an example of which phenomenon?

Consumers frequently consider as many as 15 brands at a time when making a choice.

Reminding consumers about some brands decreases consumer memory for other brands. This phenomenon is known as the:

Which of the following about heuristics is false?

Culture does not influence consumer decision making.

_____ consists of all of the brands a person will consider purchasing.

How can a manager use the attraction effect?

Adding a similar but inferior decoy product to a product line increases the attractiveness of the other products. This is known as the:

Stimulus brands typically enjoy a choice advantage because consumers may recognize that they have forgotten important details about memory brands.

In mixed choice, consumers can see some brands and have to recall others.

The MODE model is a dual-process model.

Which of following statements about attribute-based versus attitude-based choice is false?

Consumers usually prefer a memory brand over a stimulus brand.

When Jim flies home from school for break, he always chooses the cheapest flight possible. He feels this is the most important attribute of ticket purchase. (He doesn't care about carrier or flight time.) This is an example of what type of heuristic thinking?

Define stimulus-based, memory-based, and mixed choice.

How does the lexicographic heuristic work?

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 4: Consumer Evaluation and Choice

Heuristic processing is more likely when buying ketchup and less likely when buying furniture.

Average or moderate brands are more likely to chosen from the consideration set when a person has to justify his/her decision.

In a _____ choice strategy, good attributes can make up for bad attributes. The "Frequency of Good and Bad Features Heuristic" is an example of this type of choice strategy.

Sales of the Williams-Sonoma $275 home bread baking increased when Williams-Sonoma introduced a larger and more expensive model. This is an example of which phenomenon?

Consumers frequently consider as many as 15 brands at a time when making a choice.

Reminding consumers about some brands decreases consumer memory for other brands. This phenomenon is known as the:

Which of the following about heuristics is false?

Culture does not influence consumer decision making.

_____ consists of all of the brands a person will consider purchasing.

How can a manager use the attraction effect?

Adding a similar but inferior decoy product to a product line increases the attractiveness of the other products. This is known as the:

Stimulus brands typically enjoy a choice advantage because consumers may recognize that they have forgotten important details about memory brands.

In mixed choice, consumers can see some brands and have to recall others.

The MODE model is a dual-process model.

Which of following statements about attribute-based versus attitude-based choice is false?

Consumers usually prefer a memory brand over a stimulus brand.

When Jim flies home from school for break, he always chooses the cheapest flight possible. He feels this is the most important attribute of ticket purchase. (He doesn't care about carrier or flight time.) This is an example of what type of heuristic thinking?

Define stimulus-based, memory-based, and mixed choice.

How does the lexicographic heuristic work?

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters