Exam 13: Decision Making Ii: Alternative Evaluation and Choice

Define evaluative criteria and determinant criteria.Identify the determinant criteria you used for a recent purchase.

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

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

ENERGY BAR SCENARIO Nutrition labels on products provide considerable information for consumers. For example, a consumer deciding among the many brands of energy bars might compare three offerings: Crayton Bar, Goodie-meal Bar, and Snacky-Bar. 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, and also one that tastes good. Information for all the attributes is found on the product nutrition label except for the taste attribute. This information is summarized in the following table: Attributes in order of importance Crayton Bar Goodie-meal Bar Snacky- Bar Protein 10 grams 5 grams 8 grams Calories 250 350 190 Taste ? ? ? Sugar 14 grams 17 grams 13 grams Price \ 2.50 Fat \ 1.13 \ 1.05 8 grams -Refer to Energy Bar Scenario.This consumer is evaluating the three brands across a set of features or characteristics for each different brand of the energy bar.In doing so,the consumer is employing a(n)_____ evaluation.

When Richard finally decided to buy a car,he chose a hybrid model that scored very high on being environment friendly.Which of the following criteria is most likely to account for Richard's choice of the car?

Following the lexicographic rule,the consumer selects the product that he or she believes performs best on the most important feature.

Melissa wants to buy a new hair dryer.She considers five models and assigns them belief ratings from 1= very poor to 10= very good,and importance ratings from 10= most important to 1=least important.She sets a mental cutoff of 5 as a selection criterion for the model.According to the lexicographic rule,which of the following models would she select? Attribute Importance Model A Model B Model C Model D Model E Belief ratings Belief ratings Belief ratings Belief ratings Belief ratings Low price 8 7 4 3 1 3 Power efficiency 6 6 6 5 8 9 Styling 9 8 7 6 7 2

The size of a dress is an underlying attribute of the dress.

A consumer wants to purchase a new television.He has identified four determinant attributes for three brands he is considering and has given belief ratings for each.The evaluative ratings are indicated in the following table.Using a compensatory approach,determine the brand this consumer should select. Attribute Evaluative ratings Brand A Brand B Brand C Picture quality 10 5 10 6 Low price 7 8 3 7 Warranty 5 4 4 8 Service 6 4 6 8

Henry considered two criteria when he selected his laptop,efficiency of the CPU and the capacity of the hard disk drive.These features represent Henry's _____ criteria while buying the laptop.

LAWN SPRINKLER SCENARIO Mathew recently installed a new water sprinkler for his lawn. He had to purchase a new sprinkler to replace the old, broken one. The new sprinkler came with an automated sensor that controlled the amount of water as well as pressure depending on the humidity and temperature on a given day. This saved Mathew the hassle of putting on a timer. He no longer worried on his way to work over whether he turned the sprinkler on or not. The sprinkler did the needful automatically. -Refer to Lawn Sprinkler Scenario.The new sprinkler was easy to use and time-efficient.It also maintained the balance of water and pressure and hence carefully tended the lawn.All these represent the _____ of the sprinkler.

When Gemma attended her high school reunion after a gap of fourteen years,she decided to wear an expensive designer dress even though a dress she bought at a sale was much more flattering.Gemma wanted to make a fashion statement and also wanted the dress to reflect her successful career as an editor for a well-known fashion magazine.Which of the following criteria is most likely responsible for Gemma's choice of dress?

A feature is a performance characteristic of an object.

When consumers need to purchase a refrigerator,they usually evaluate different models across a set of features or characteristics,such as storage capacity,freezer shelving,and energy cost efficiency.Such an evaluation is an example of a(n)_____ evaluation.

Which of the following criteria pertain to functional or economic aspects associated with an alternative?

Which of the following types of evaluation do consumers use to evaluate alternatives across a set of features or characteristics that are considered relevant to the purchase situation?

Objective quality refers to the quality of the product based on consumer perceptions.

Name and describe the four types of noncompensatory decision rules.

Young and inexperienced consumers rely more heavily on perceptual attributes than do older consumers.

Lisa plans to buy herself a sewing machine for sewing dresses for her daughters.She evaluates different brands of the product and decides that she should get the one which makes the least noise as that would allow her to work while her children are asleep.She finally buys the one which makes the least noise.Which of the following is most likely to account for Lisa's choice of sewing machine?