Exam 13: Decision Making Ii: Alternative Evaluation and Choice

Diet Coke is a brand of soft drink. Which level of product category is this an example of?

Product traces are mental representations of stored knowledge about groups of products.

Compare and contrast evaluative criteria and determinant criteria and identify each relevant to you if deciding among athletic shoe alternatives.

Emotions and mood states play a big role in affect-based evaluations.

All of the following are discussed as issues affecting consumer judgments EXCEPT _____.

Bounded rationality describes the idea that perfectly rational decisions are not always feasible due to constraints found in information processing.

Affective criteria include emotional, symbolic, and subjective attributes or benefits that are associated with an alternative.

_____ 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.

Which of the following are the two major types of evaluation processes?

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. "Energy bar" is best described as a(n) _____ product category.

With affect-based evaluation, consumers evaluate products based on the overall feeling that is evoked by the alternative.

Using which decision rule do consumers select an option that performs best on the most important attribute to that consumer?

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. Because taste is not readily apparent and can only be determined by actually eating the energy bar, this attribute is known as a(n) _____ attribute.

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

With benefit-based evaluation, alternatives are evaluated across a set of attributes that are considered relevant to the purchase situation.

When information about some attributes is missing, consumers tend to weigh the criteria that are common to both alternatives quite heavily in the evaluation.

Using which type of evaluation do consumers evaluate products based on the overall feeling that is evoked by the alternative?

Perceived quality is based on consumer perceptions.

Two major types of rules that consumers use when selecting products are objective rules and subjective rules.

Aspects such as gas mileage, horsepower, and other performance characteristics of an automobile are examples of _____.