Exam 13: Decision Making II: Alternative Evaluation and Choice

_____ is the perceived relationship between product features.

In the context of the furnishings, which of the following product categories is an example of a superordinate category?

John is evaluating four brands of televisions. He first compares their picture quality, and all four alternatives meet his picture quality requirements. He then compares their HDMI options. Two of the brands do not have an HDMI input provision, so he disregards them. Of the remaining two, the price of one exceeds his budget. He is left with only one option, which he decides to purchase. Which of the following decision rules does John employ to arrive at his decision?

Studies indicate that too many varieties of products contribute to feelings of euphoria and happiness.

In the context of evaluating a house for buying, which of the following is a utilitarian criterion?

Hank purchases a lawn mower based on a quick price comparison. However, after using the lawn mower, he acknowledges that the lawn mower is of superior quality. In acknowledging its superior quality, Hank is referring to its _____.

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

While deciding between two alternatives, if information about some attributes is not available, consumers tend to weigh the criteria that are common to both alternatives quite heavily in the evaluation.

Which of the following statements is true of the issues that affect consumer judgments?

Consumers display the tendency to jump to positive conclusions about service providers who promote themselves positively on one feature but omit information on another feature.

_____ is a decision rule where the consumer begins evaluating by first looking at the most important attribute and ruling out any option that does not meet a minimum cut-off point for that attribute, and where subsequent evaluations proceed in order of importance until only one option remains.

Which of the following is true of determinant criteria?

Explain affect-based and attribute-based evaluations with an example of each.

The number of category levels in product categorization and details within each level is influenced by consumers' familiarity and expertise with products.

While shopping for a new dress to wear at her high school reunion, Gemma buys an expensive designer dress because of the prestige associated with the designer brand. She wants to convey to her old classmates that she is rich and successful. Gemma most likely decided on the dress on the basis of _____.

The perceptual attributes of a product are not readily apparent and can only be learned through experience with the product.

Briefly explain the difference between the compensatory and noncompensatory decision rules that consumers use when selecting products.

_____ refers to the actual quality of a product that can be assessed through industry specification or expert rating.

Which of the following statements is true of the perceptual attributes of a product?

When Jane wanted to buy jewelry for her wedding, she decided to purchase it from a store that her mother patronized. She didn't spend any time looking for jewelry in other stores. All that mattered to her was the emotion associated with buying something closely associated with her childhood. Jane's decision is most likely based on _____.