Exam 13: Decision Making II: Alternative Evaluation and Choice

Many sales managers are assessing whether equipping their sales force with tablets, such as Apple's iPad or Samsung's Galaxy, will be beneficial. The managers will make mental assessments of the features available and the benefits they offer as well as the value provided by those benefits. What is the term for this thought process?

The different levels of product categories can be referred to as being either superordinate or subordinate.

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 a 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: Attributes in order of importance Clif Bar Larabar ProBar Protein 10 grams 5 grams 8 grams Calories 250 190 350 Taste ? ? ? Sugar 13 grams 17 grams 14 grams Price \ 1.13 \ 1.25 \ 2.50 Fat 2 grams 9 grams 8 grams -Refer to Energy Bar Scenario. What are calories, protein content, and sugar all examples of?

Which type of evaluation do consumers use to evaluate products based on the overall feeling that is evoked by the alternative?

Which of the following are mental representations of stored knowledge about groups of products?

Not all evaluative criteria are equally important.

Following the disjunctive rule, beginning with the most important feature, the consumer eliminates options that don't meet or surpass the cutoff point on this important feature. Then the consumer moves on to the next most important feature and repeats the process until only one option remains.

What are the two different levels of product categories?

Which of the following is NOT a factor that influences the type of criteria consumers use when evaluating alternatives?

Tess is comparing dishwashers and has decided to select the brand that she believes is the quietest, which is the most important attribute for her. Which decision rule is Tess 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 a 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: Attributes in order of importance Clif Bar Larabar ProBar Protein 10 grams 5 grams 8 grams Calories 250 190 350 Taste ? ? ? Sugar 13 grams 17 grams 14 grams Price \ 1.13 \ 1.25 \ 2.50 Fat 2 grams 9 grams 8 grams -Refer to Energy Bar Scenario. Which type of product category best describes "energy bar"?

A beacon is a characteristic that allows a consumer to diagnose something distinctive about an alternative.

Lisa is evaluating different brands of sewing machines and has determined the features that are important to her. She has decided that all features must meet or surpass a mental cutoff of four for an alternative to be selected. Which decision rule is Lisa using?

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

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

One way to determine the criteria that consumers use when judging products is to directly ask them through surveys.

The ability of a consumer to make accurate judgments when evaluating alternatives is influenced by his or her ability to perceive differences in levels of stimuli between two options.

When deciding which refrigerator to purchase, consumers usually evaluate different models across a set of characteristics such as size and energy costs, instead of just picking one based on overall feeling toward a specific model. What kind of evaluation is this?

In the consumer decision-making process, what comes after the search for information?

Underlying attributes are sometimes referred to as experience qualities because they are often perceived only during consumption.