Exam 13: Decision Making Ii: Alternative Evaluation and Choice

Consumers can handle only a small number of comparisons before overload sets in.

ENERGY BAR SCENARIO Product nutrition labels provide considerable information for consumers. For example, a consumer deciding among the many brands of energy bars might compare three offerings: Clif Bar, Larabar, and ProBar. The most important attribute for this consumer is protein content, followed by calories, taste, sugar, price and fat content. This consumer would like an energy bar with high-protein content but low in calories, sugar, fat, and price that also tastes good. Information is easily found on nutrition labels for all but the taste attribute. This information is summarized in the following table: -Refer to Energy Bar Scenario. This consumer is evaluating the three brands across a set of attributes for this product. Which type of evaluation is this consumer using?

ENERGY BAR SCENARIO Product nutrition labels provide considerable information for consumers. For example, a consumer deciding among the many brands of energy bars might compare three offerings: Clif Bar, Larabar, and ProBar. The most important attribute for this consumer is protein content, followed by calories, taste, sugar, price and fat content. This consumer would like an energy bar with high-protein content but low in calories, sugar, fat, and price that also tastes good. Information is easily found on nutrition labels for all but the taste attribute. This information is summarized in the following table: -Refer to Energy Bar Scenario. Using the lexicographic rule, which energy bar would this consumer select?

Which of the following describes the idea that perfectly rational decisions are not always feasible due to constraints found in information processing?

Attribute variants are perceived relationships between product features.

Which type of decision rules have strict guidelines set prior to selection, and any option that does not meet the specifications is eliminated from consideration?

Many sales managers are assessing whether equipping their salesforce with tablets, such as Apple's iPad or Motorola's Zoom, will be beneficial. They are examining the features available and the benefits they offer as well as the value provided by those benefits and comparing these two product offerings on these features, benefits, and value. Through this process, these managers will form _____, which are mental assessments of the presence of attributes and the benefits associated with those attributes.

How does the disjunctive rule differ from the conjunctive rule?

The conjunctive and EBA rules can result in the same decision if the same cutoff points are used for both rules.

When consumers make a decision regarding which laptop computer to purchase, they consider things such as hard disk size, speed, weight, screen size, and so on and the benefits received from each of these features. These attributes, features, and benefits form the consumer's _____ when comparing alternatives.

_____ attributes are visually apparent and easily recognizable.

_____ are the evaluative criteria that are related to the actual choice that is made.

In which type of evaluation process are alternatives evaluated across a set of attributes that are considered relevant to the purchase situation?

A perceived favorable result that is derived from the presence of a particular feature is known as a(n) _____.

Following the lexicographic rule, the consumer sets a minimum mental cutoff point for various features and rejects any product that fails to meet or exceed this cutoff point across all features.

"Vehicles" is an example of which type of product category?

_____ are mental representations of stored knowledge about groups of products.

Perceptual attributes are sometimes called search qualities because they can easily be evaluated prior to actual purchase.

Which of the following statements regarding consumers' use of decision rules is FALSE?

Rational criteria pertain to functional or economic aspects associated with an alternative.