Question 1

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 2

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

Accepted Answer

A) True 
 B)False

Question 3

Which of the following heuristics is most clearly memory based?.

Accepted Answer

A) Representativeness heuristic 
B) Availability heuristic 
C) Simulation heuristic 
D) Framing effect 
E) Anchoring-and-adjustment heuristic 
A) Representativeness heuristic 
B) Availability heuristic 
C) Simulation heuristic 
D) Framing effect 
E) Anchoring-and-adjustment heuristic

Question 4

Selecting a brand by systematically rejecting all brands that do not have the key feature you want, attribute by attribute until one brand remains is known as 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

Question 5

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 6

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

Accepted Answer

A) True 
 B)False

Question 7

Sitting at horne trying to decide which restaurant to go to for dinner is an example of a memory-based choice.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) Disjunctive heuristic 
B) Lexicographic heuristic 
C) Elimination-by-aspects heuristic 
D) Additive-difference heuristic 
E) All of the above are attribute-based heuristics. 
A) Disjunctive heuristic 
B) Lexicographic heuristic 
C) Elimination-by-aspects heuristic 
D) Additive-difference heuristic 
E) All of the above are attribute-based heuristics.

Question 9

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 10

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 11

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 12

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 13

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

Question 14

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 15

Marketers need to understand consumer evaluation strategies because such strategies ultimately affect consumer choice.

Accepted Answer

A) True 
 B)False

Question 16

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 17

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?

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 18

heuristics are used to influence consumers' beliefs and attitudes.

Accepted Answer

A) MODE 
B) Persuasion 
C) Attraction 
D) Prediction 
E) Choice 
A) MODE 
B) Persuasion 
C) Attraction 
D) Prediction 
E) Choice

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Describe the conjunctive heuristic.

Accepted Answer

The conjunctive heuristic invo

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

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

Which of the following heuristics is most clearly memory based?.

Selecting a brand by systematically rejecting all brands that do not have the key feature you want, attribute by attribute until one brand remains is known as which choice heuristic?

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

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

Sitting at horne trying to decide which restaurant to go to for dinner is an example of a memory-based choice.

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

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

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

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?

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.

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

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

Marketers need to understand consumer evaluation strategies because such strategies ultimately affect consumer choice.

Which of the following influences decision difficulty?

heuristics are used to influence consumers' beliefs and attitudes.

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

Describe the conjunctive heuristic.

Understanding Consumer Behavior and Consumer Research

Consumer Focused Strategy: Segmentation and Positioning

Branding Strategy and Consumer Behavior

Consumer Perception

Learning and Memory

Automatic Information Processing

Motivation and Emotion

Attitude and Judgment Formation and Change

The Consumer Decision Making Process

Behavioral Decision Theory

Self-Concept and Personality

Social Influence and Behavioral Compliance

The Influence of Culture and Values

The Influence of Demography

Contemporary Strategies in Reaching Consumers

Engaging Consumers Through Online Marketing

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 10: Product Consideration, Evaluation, and Choice

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

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

Which of the following heuristics is most clearly memory based?.

Selecting a brand by systematically rejecting all brands that do not have the key feature you want, attribute by attribute until one brand remains is known as which choice heuristic?

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

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

Sitting at horne trying to decide which restaurant to go to for dinner is an example of a memory-based choice.

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

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

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

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?

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.

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

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

Marketers need to understand consumer evaluation strategies because such strategies ultimately affect consumer choice.

Which of the following influences decision difficulty?

heuristics are used to influence consumers' beliefs and attitudes.

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

Describe the conjunctive heuristic.

Understanding Consumer Behavior and Consumer Research

Consumer Focused Strategy: Segmentation and Positioning

Branding Strategy and Consumer Behavior

Consumer Perception

Learning and Memory

Automatic Information Processing

Motivation and Emotion

Attitude and Judgment Formation and Change

The Consumer Decision Making Process

Behavioral Decision Theory

Self-Concept and Personality

Social Influence and Behavioral Compliance

The Influence of Culture and Values

The Influence of Demography

Contemporary Strategies in Reaching Consumers

Engaging Consumers Through Online Marketing

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters