Exam 13: Decision Making II: Alternative Evaluation and Choice

The ability of consumers to make accurate judgments when evaluating alternatives is influenced by their ability to perceive differences in levels of stimuli between two options.

Hedonic criteria are largely experiential.

Certain characteristics of an automobile such as the navigation system, the automatic gear transmission system, and safety air bags are relevant to how the automobile functions or operates. These characteristics are examples of the automobile's _____.

Perceived quality refers to the quality of a product that is assessed through industry specification or expert rating.

In the context of consumer choice, which of the following statements is true?

Whether a certain criterion is determinant or not is independent of the situation in which a product is consumed.

In the context of product categorization, Diet Coke, a brand of cola, is an example of a(n) _____.

Consumers tend to use information about retailer reputation as a signal of quality when the purchase involvement is low.

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

Serena is evaluating two different models of hair dryers-Model A and Model B. She assigns belief ratings from 1 = very poor to 10 = very good and importance ratings from 10 = most important to 1 = least important. She sets a minimum mental cutoff point of 5 for all the features. Which of the following models is most likely to be selected by Serena if she employs the conjunctive rule to make the decision? Attributes Importance Model A Model B Belief ratings Belief ratings Low price 8 7 4 Styling 9 6 7 Power efficiency 6 8 10

Briefly discuss the concept of just noticeable difference (JND) and its implications.

Jacob went to the grocery store to buy breakfast cereal. He picked up a few cereal boxes to look up their ingredients. However, after going through a few boxes, he gave up and picked two different cereal boxes at random. He did not think that collecting information about his options was worth his time. Jacob's decision is an example of _____.

As a consumer's level of knowledge increases, he or she is able to focus on criteria that are most important in making a selection and to discount irrelevant information.

Henry considered only two features to finally select the laptop he wanted to buy: the efficiency of the CPU and the capacity of the hard disk drive. These features represent the _____.

In the context of value and alternative evaluation, which of the following statements is true of the way consumers process information to solve a problem?

Affect-based evaluation is an evaluative process wherein consumers evaluate alternatives across a set of attributes that are considered relevant to the purchase situation.

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

Describe the four types of noncompensatory decision rules that consumers use when selecting products.

Hedonic criteria pertain to economic aspects associated with an alternative.

Lisa plans to buy a sewing machine. She evaluates different brands of the product and chooses one that makes the least noise. Which of the following is most likely to account for Lisa's choice of sewing machine?