Exam 13: Decision Making II: Alternative Evaluation and Choice

"Choice" means that a particular alternative will be chosen.

What type of attributes is visually apparent and easily recognizable?

Judgments are mental assessments of the presence of attributes and the benefits associated with those attributes.

A feature is a performance characteristic of an object.

Makena is looking to go to university for journalism but she knows she will have to pick a school without being able to research every single choice. What kind of decision is she making?

John is evaluating four brands of 3-D televisions and has decided that picture quality is the most important attribute. All of the alternatives exceed his minimum cutoff for this attribute, so he next compares them on price. One option did not meet his acceptable price cutoff because the price was too high and was eliminated from further review. Next, he looked at the number of HDMI inputs and eliminated another alternative because it did have the minimum number of inputs. He continued in this manner until only one alternative was left and that's the one he decided to purchase. Which decision rule was John using?

What are the attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem?

Joseph A. Bank, a men's clothing store, has recently started advertising weekly sales such as "three suits for the price of one," or "get 30% off your first item, 50% off the second, and 70% off the third." This type of advertising might result in consumers thinking the quality is not very good in order to offer such deep discounts. How are the advertising and promotion being used?

Which type of decision rules have strict guidelines set prior to selection, and any option that does not meet the specifications is eliminated from consideration?

Consumers cannot make good choices when considering only a single attribute.

A consumer researcher wants to understand the attributes that guide consumers' preferences when deciding among different brands of laundry detergent. She asks consumers to compare alternatives across levels of attributes, such as price, gentleness, and scent. These comparisons allow the researcher to determine the expected utility associated with each alternative. Which type of analysis is the researcher conducting?

Which product category level is abstract in nature and represents the highest level of categorization?

Using which rule does the consumer set minimum mental cutoff points for various features and rejects any product that fails to meet or exceed this cutoff point across all features?

One judgment consumers make during the evaluation process is an assessment of the benefits associated with features.

Perceptual attributes are sometimes called search qualities because they can easily be evaluated prior to actual purchase.

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

What is the term for a performance characteristic of an object?

List the factors that determine the type of evaluative criteria that consumers use.

Which type of quality can be assessed through industry specification or expert rating?

How does the disjunctive rule differ from the conjunctive rule?