Exam 13: Decision Making II: Alternative Evaluation and Choice

Relevant criteria are the evaluative criteria that are related to the actual choice that is made.

Following the lexicographic rule, the consumer sets a minimum mental cutoff point for various features and rejects any product that fails to meet or exceed this cutoff point across all features.

When consumers make a decision regarding which laptop computer to purchase, they consider things such as hard disk size, speed, weight, screen size, and so on and the benefits received from each of these features. Which part of the evaluation of alternatives process do these attributes, features, and benefits make up?

Which type of decision rule allows consumers to select products that may perform poorly on one attribute by accommodating for the poor performance by good performance on another attribute?

Which catchphrase would appeal to someone who is looking for the benefits of going to a hotel for a week?

The number of levels and details within each level of a consumer's product categories is influenced by involvement and perceived risk.

Which type of quality is based on what a consumer understands about a product?

The accuracy of a consumer's evaluation depends heavily on the quality of judgments that they make.

What are product categories? Give an example of superordinate and subordinate product categories.

Perceptual attributes are not easily recognized.

Underlying attributes are often perceived only during consumption. What is another term for underlying attributes?

Rational criteria pertain to functional or economic aspects associated with an alternative.

Which of the following do consumers NOT make judgments about?

The conjunctive and EBA rules can result in the same decision if the same cutoff points are used for both rules.

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

Emotions and mood states play a big role in affect-based evaluations.

Subordinate attributes are not readily apparent and can only be learned through experience with the product.

Which of the following is NOT a type of noncompensatory rule?

Ava is considering three criteria when selecting a new winter parka: shell, insulation, and sourcing ethics. She has come down to two brands Canada Goose and North Face. What is the term for the evaluative criteria that are related to her actual choice?

When purchase involvement is high, consumers use signals such as brand name, price, appearance, and retailer reputation to infer information about product quality.