Exam 13: Decision Making Ii: Alternative Evaluation and Choice

All of the following are factors that influence the type of criteria consumers use when evaluating alternatives EXCEPT _____.

Explain affect-based and attribute-based evaluations and discuss when each is used. Give an example of when you used each type of evaluation when making a purchase decision.

A consumer is deciding which television to purchase and has identified the determinant attributes and their importance as well has his beliefs of how the three brands he's considering perform on each attribute. Given the following information, answer the questions that follow. (a) Assuming a minimum cutoff point of 5, use the conjunctive rule to determine the brand that will be selected. Explain your answer. (b) Assuming a minimum cutoff point of 9, use the disjunctive rule to determine the brand that will be selected. Explain your answer. (c) Use the lexicographic rule to determine the brand that will be selected. Explain your answer. (d) Assuming a minimum cutoff point of 5, use the elimination-by-aspects rule (EBA) to determine the brand that will be selected. Explain your answer.

Perceptual attributes are sometimes referred to as _____ because they can easily be evaluated prior to actual purchase.

All of the following are types of noncompensatory rules EXCEPT _____.

Perceptual attributes are not easily recognized.

Hans is considering three criteria when selecting a laptop computer: weight, memory, and speed. The evaluative criteria that are related to his actual choice are called _____.

_____ are the attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem.

A feature is a performance characteristic of an object.

Using which decision rule does a consumer begin evaluating options by first looking at the most important attribute and eliminating any option that does not meet a minimum cutoff point for that attribute and where subsequent evaluations proceed in order of importance until only one option remains?

Superordinate categories are abstract in nature and represent the highest level of categorization.

Cluster analysis is used to understand the attributes that guide preferences by having consumers compare products across levels of evaluative criteria and the expected utility associated with the alternatives.

Jane purchased her car just based on the fact that she liked it. She didn't spend any time looking at the specific features compared to other brands when deciding to purchase the car. Which type of evaluation process did Jane use?

Tess is comparing dishwashers and has decided to select the brand that she believes is the quietest, which is the most important attribute for her. Which decision rule is Tess using?

The attitude-toward-the-object model is an example of which type of consumer choice decision rule?

A consumer was deciding among three vacation options and ended up choosing the one that actually performed the worst on the most important attribute, price. Which type of decision rule was the consumer using that allowed this alternative to be selected?

A benefit is a perceived favorable result that is derived from the presence of a particular feature.

Following disjunctive rule, beginning with the most important feature, the consumer eliminates options that don't meet or surpass the cutoff point on this important feature. Then the consumer moves on to the next most important feature and repeats the process until only one option remains.

Distinctions at basic levels in a consumer's product categories are very specific, while distinctions at subsequent levels are generally made across product categories..

Compensatory rules are often used in low-involvement situations.