Exam 10: Product Consideration, Evaluation, and Choice

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

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

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

How does the availability heuristic influence how consumers make predictions about products?

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?

You hear a small group of people talking about a movie at a party.Everyone in the group seems to have liked the movie.You assume the movie must be good.This assumption is based on what bias?

How does the lexicographic heuristic work?

Which of the following heuristics is similarity based?

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.)

Identify the ways in which to influence the consideration set discussed in your readings.

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

The compromise effect is increased under what condition?

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.

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

Which of the following about heuristics is false?

When Jim flies horne 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?

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

Why do consumers rarely have very large consideration sets?

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

Consideration sets are always formed at point of purchase.