Exam 4: Consumer Evaluation and Choice

Brand loyalty can reverse the stimulus-based choice (over memory-based) choice advantage.

Regression to the mean tells us that unusual events are usually followed by more typical events.

The consideration set will typically contain a subset of the total number of alternatives available in the marketplace.

Which of the following is not a type of heuristic?

The first time Mark flew Rover Airlines, he had a terrible customer service experience. Thus, he was very surprised that his next two flights were quite average in terms of service. Mark's is experiencing what bias?

In attitude-based choice, choice is based on overall evaluations of brands.

One way marketers try to influence a consumer's consideration set is through part-list cuing, which is presenting the names of just some brands when the consumer is trying to recall as many brands as possible.

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?

John sells televisions at Best Buy (a local electronics store). He get an extra commission if he sells the Best Buy brand, "Insignia." So, when he talks to customers, instead of comparing all of the brands the store carries, he tries to focus the customer in on just one or two other brands and compares those to the Insignia. In this way, he can limit the number of brands the customer considers. In thinking about your readings on consumer decision-making, this is an example of what concept?

According to the attraction effect, a company should never encourage consumers to consider competitors' brands, even if a competitor offers an inferior brand.

The part-list cuing effect can actually help consumers be quick and efficient in decision making.

_____ heuristics are used to influence consumers' beliefs and attitudes.

Which of the following statements about the consideration set is false?

In attribute-based versus attitude-based choice, attitude information is typically more accessible than specific attribute information (meaning the information is easier to recall); but when there are few obvious differences among brands, attribute information is considered more diagnostic than attitude information (meaning the information is relevant to distinguishing between choices.)

In compensatory choice strategies, good attributes can make up for bad attributes.

If a consumer believe that Sony televisions are high quality, he/she may conclude that Sony DVD players are similarly high in quality. This is most clearly an example of what type of heuristic?

Which of the following is not an attribute-based heuristic?

Consideration sets are always formed at point of purchase.

Every time Kirk shops for wine, he chooses which brand to purchase based on the how expensive the bottles are. He tries to choose one that isn't too cheap. Kirk is using what type of heuristic?

All of the brands I can recall or remember at any time, regardless of whether I would actually consider purchasing them, is called what?