Question 1

Thinking about the attributes you don't want often leads to different choices than does thinking about the attributes you want.

Accepted Answer

A) True 
 B)False

Question 2

Why would a moderately priced camera probably be selected over a low priced or a high priced camera?

Accepted Answer

The moderately priced camera would proba

Question 3

Which statement regarding heuristics is true?

Accepted Answer

A)  Heuristics involve effortful processing. 
B)  Heuristics are useful tools that managers should use more often. 
C)  Heuristics use the scientific approach to form predictions 
D)  Heuristics are cognitive shortcuts. 
E)  None of the above is true. 
A)  Heuristics involve effortful processing. 
B)  Heuristics are useful tools that managers should use more often. 
C)  Heuristics use the scientific approach to form predictions 
D)  Heuristics are cognitive shortcuts. 
E)  None of the above is true.

Question 4

Suppose an insurance salesman in Southern California is trying to predict the likelihood of a client's house being damaged by an earthquake in order to estimate insurance premium costs. Within the last several weeks, there were three moderate earthquakes that received lots of media coverage and several stories in the news related to earthquakes. In what cognitive heuristic is the salesman most likely to engage?

Accepted Answer

A)  Representativeness heuristic 
B)  Availability Heuristic 
C)  Lexicographic Heuristic 
D)  The Price/Quality Heuristic 
E)  The Anchoring-and-Adjustment Heuristic 
A)  Representativeness heuristic 
B)  Availability Heuristic 
C)  Lexicographic Heuristic 
D)  The Price/Quality Heuristic 
E)  The Anchoring-and-Adjustment Heuristic

Question 5

Why do consumers rarely have very large consideration sets?

Accepted Answer

First, consumers just don't have the tim

Question 6

As the number of brands in the consideration set increased, the chance of our brand being chosen decreases.

Accepted Answer

A) True 
 B)False

Question 7

What does M.O.D.E. stand for in the MODE model?

Accepted Answer

A)  Motivation; Opportunity; Determinants 
B)  Memory; Opportunity; Decisions; Emotions 
C)  Memory; Opinions; Decision; Emotions 
D)  Motivation; Opinions; Determinants 
E)  None of the above is correct. 
A)  Motivation; Opportunity; Determinants 
B)  Memory; Opportunity; Decisions; Emotions 
C)  Memory; Opinions; Decision; Emotions 
D)  Motivation; Opinions; Determinants 
E)  None of the above is correct.

Question 8

The part-list cuing effect suggests that by getting his/her product into the consumer's mind, a salesperson can actually decrease the probability that other brands will be retrieved from memory.

Accepted Answer

A) True 
 B)False

Question 9

Sally believes if she just keeps playing the lottery, eventually she will win. Sally is suffering from the law of large numbers bias.

Accepted Answer

A) True 
 B)False

Question 10

Looking at an online menu and trying to decide what to order is an example of mixed choice.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following phenomenon is not a consumer consideration set phenomenon or influence?

Accepted Answer

A)  Regression to the mean effect 
B)  Part-list cuing effect 
C)  Attraction effect 
D)  Compromise effect 
E)  All of the above are consideration set influences. 
A)  Regression to the mean effect 
B)  Part-list cuing effect 
C)  Attraction effect 
D)  Compromise effect 
E)  All of the above are consideration set influences.

Question 12

For a brand to be in the consideration set, it must first have been in the evoked set.

Accepted Answer

A) True 
 B)False

Question 13

Depending on what it is compared to, nearly any brand can be a "compromise" brand.

Accepted Answer

A) True 
 B)False

Question 14

Samantha is getting married. She is currently evaluating six different catering companies to cater the reception. What concept helps best explain Samantha's consideration set?

Accepted Answer

A)  Memory-based choice 
B)  Subjective rationality 
C)  Heuristic-based choice 
D)  Attribute-based choice 
E)  Miller's Rule 
A)  Memory-based choice 
B)  Subjective rationality 
C)  Heuristic-based choice 
D)  Attribute-based choice 
E)  Miller's Rule

Question 15

The manner in which products are displayed on a grocer shelf has little effect on consumer choice when consumer attitudes are highly accessible from memory. This hypothesis is most consistent with which theory?

Accepted Answer

A)  Theory of Reasoned Action 
B)  Information Integration Theory 
C)  MODE Model 
D)  Expectancy Disconfirmation Model 
E)  Dissonance Reduction Model 
A)  Theory of Reasoned Action 
B)  Information Integration Theory 
C)  MODE Model 
D)  Expectancy Disconfirmation Model 
E)  Dissonance Reduction Model

Question 16

For attribute-based choice to work, a prior brand attitude must exist.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following influences decision difficulty?

Accepted Answer

A)  Number of brands considered 
B)  Number of attributes considered 
C)  Time pressure 
D)  Number of brands available 
E)  All of the above influence decision difficulty. 
A)  Number of brands considered 
B)  Number of attributes considered 
C)  Time pressure 
D)  Number of brands available 
E)  All of the above influence decision difficulty.

Question 18

According to your readings, puffery is illegal in the United States.

Accepted Answer

A) True 
 B)False

Question 19

The conjunctive heuristic involves choosing the best brand on the basis of all of its most important attributes.

Accepted Answer

A) True 
 B)False

Question 20

Buying the first brand that is satisfactory on all attributes in an example of which choice heuristic?

Accepted Answer

A)  Lexicographic heuristic 
B)  Additive-difference heuristic 
C)  Conjunctive heuristic 
D)  Elimination-by-aspects heuristic 
E)  Price-quality heuristic 
A)  Lexicographic heuristic 
B)  Additive-difference heuristic 
C)  Conjunctive heuristic 
D)  Elimination-by-aspects heuristic 
E)  Price-quality heuristic

Thinking about the attributes you don't want often leads to different choices than does thinking about the attributes you want.

Why would a moderately priced camera probably be selected over a low priced or a high priced camera?

Which statement regarding heuristics is true?

Why do consumers rarely have very large consideration sets?

As the number of brands in the consideration set increased, the chance of our brand being chosen decreases.

What does M.O.D.E. stand for in the MODE model?

The part-list cuing effect suggests that by getting his/her product into the consumer's mind, a salesperson can actually decrease the probability that other brands will be retrieved from memory.

Sally believes if she just keeps playing the lottery, eventually she will win. Sally is suffering from the law of large numbers bias.

Looking at an online menu and trying to decide what to order is an example of mixed choice.

Which of the following phenomenon is not a consumer consideration set phenomenon or influence?

For a brand to be in the consideration set, it must first have been in the evoked set.

Depending on what it is compared to, nearly any brand can be a "compromise" brand.

Samantha is getting married. She is currently evaluating six different catering companies to cater the reception. What concept helps best explain Samantha's consideration set?

The manner in which products are displayed on a grocer shelf has little effect on consumer choice when consumer attitudes are highly accessible from memory. This hypothesis is most consistent with which theory?

For attribute-based choice to work, a prior brand attitude must exist.

Which of the following influences decision difficulty?

According to your readings, puffery is illegal in the United States.

The conjunctive heuristic involves choosing the best brand on the basis of all of its most important attributes.

Buying the first brand that is satisfactory on all attributes in an example of which choice heuristic?

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

Thinking about the attributes you don't want often leads to different choices than does thinking about the attributes you want.

Why would a moderately priced camera probably be selected over a low priced or a high priced camera?

Which statement regarding heuristics is true?

Why do consumers rarely have very large consideration sets?

As the number of brands in the consideration set increased, the chance of our brand being chosen decreases.

What does M.O.D.E. stand for in the MODE model?

The part-list cuing effect suggests that by getting his/her product into the consumer's mind, a salesperson can actually decrease the probability that other brands will be retrieved from memory.

Sally believes if she just keeps playing the lottery, eventually she will win. Sally is suffering from the law of large numbers bias.

Looking at an online menu and trying to decide what to order is an example of mixed choice.

Which of the following phenomenon is not a consumer consideration set phenomenon or influence?

For a brand to be in the consideration set, it must first have been in the evoked set.

Depending on what it is compared to, nearly any brand can be a "compromise" brand.

Samantha is getting married. She is currently evaluating six different catering companies to cater the reception. What concept helps best explain Samantha's consideration set?

The manner in which products are displayed on a grocer shelf has little effect on consumer choice when consumer attitudes are highly accessible from memory. This hypothesis is most consistent with which theory?

For attribute-based choice to work, a prior brand attitude must exist.

Which of the following influences decision difficulty?

According to your readings, puffery is illegal in the United States.

The conjunctive heuristic involves choosing the best brand on the basis of all of its most important attributes.

Buying the first brand that is satisfactory on all attributes in an example of which choice heuristic?

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