Question 1

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

Accepted Answer

Product categories are mental representations of stored knowledge about groups of products.Superordinate categories are abstract in nature and represent the highest level of categorization.An example would be "beverages." Subordinate categories are more detailed.Here the consumer examines the knowledge that he has stored about various options.For example,a consumer would proceed through the beverage superordinate category to the subordinate categories of "colas," "sports drinks," and "juices."

Question 2

The perceived relationship between the features or characteristics of products is known as _____.

Accepted Answer

A)  attribute hierarchy 
B)  attribute filter 
C)  attribute correlation 
D)  attribute network 
E)  attribute agreement 
A)  attribute hierarchy 
B)  attribute filter 
C)  attribute correlation 
D)  attribute network 
E)  attribute agreement C

Question 3

Attribute correlation of different features of a product or a service is always positive.

Accepted Answer

A) True 
 B)False  False

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

Mental representations of stored knowledge about groups of products are known as product _____.

Accepted Answer

A)  metrics 
B)  categories 
C)  segments 
D)  sections 
E)  levels 
A)  metrics 
B)  categories 
C)  segments 
D)  sections 
E)  levels

Question 7

Which of the following types of evaluation do consumers use to evaluate alternatives across a set of features or characteristics that are considered relevant to the purchase situation?

Accepted Answer

A)  Attribute-based evaluation 
B)  Benefit-based evaluation 
C)  Belief-based evaluation 
D)  Affect-based evaluation 
E)  Content-based evaluation 
A)  Attribute-based evaluation 
B)  Benefit-based evaluation 
C)  Belief-based evaluation 
D)  Affect-based evaluation 
E)  Content-based evaluation

Question 8

LAWN SPRINKLER SCENARIO
Mathew recently installed a new water sprinkler for his lawn. He had to purchase a new sprinkler to replace the old, broken one. The new sprinkler came with an automated sensor that controlled the amount of water as well as pressure depending on the humidity and temperature on a given day. This saved Mathew the hassle of putting on a timer. He no longer worried on his way to work over whether he turned the sprinkler on or not. The sprinkler did the needful automatically.
-Refer to Lawn Sprinkler Scenario.The new sprinkler was easy to use and time-efficient.It also maintained the balance of water and pressure and hence carefully tended the lawn.All these represent the _____ of the sprinkler.

Accepted Answer

A)  features 
B)  benefits 
C)  elements 
D)  criteria 
E)  specifications 
A)  features 
B)  benefits 
C)  elements 
D)  criteria 
E)  specifications

Question 9

Product categories are mental representations of stored knowledge about groups of products.

Accepted Answer

A) True 
 B)False

Question 10

Henry has a penchant for furniture.When he bought a new sofa,he focused on features such as size,fabric,cushions,and padding,and ignored any information irrelevant to the actual purchase.Which of the following factors contributed to Henry's selection of the sofa?

Accepted Answer

A)  Social influences 
B)  Online resources 
C)  Product knowledge 
D)  Situational influences 
E)  Financial concerns 
A)  Social influences 
B)  Online resources 
C)  Product knowledge 
D)  Situational influences 
E)  Financial concerns

Question 11

A consumer wants to purchase a new television.He has identified four determinant attributes for three brands he is considering and has given belief ratings for each.The evaluative ratings are indicated in the following table.Using a compensatory approach,determine the brand this consumer should select.

Accepted Answer

The consumer will select brand C because

Question 12

Melissa wants to buy a new hair dryer.She considers five models and assigns them belief ratings from 1= very poor to 10= very good and importance ratings from 10= most important to 1=least important.She sets a mental cutoff of 5 in order for the model to be selected.According to the conjunctive rule,which of the following models would she select?

Accepted Answer

A)  Model A 
B)  Model B 
C)  Model C 
D)  Model D 
E)  Model E 
A)  Model A 
B)  Model B 
C)  Model C 
D)  Model D 
E)  Model E

Question 13

LAWN SPRINKLER SCENARIO
Mathew recently installed a new water sprinkler for his lawn. He had to purchase a new sprinkler to replace the old, broken one. The new sprinkler came with an automated sensor that controlled the amount of water as well as pressure depending on the humidity and temperature on a given day. This saved Mathew the hassle of putting on a timer. He no longer worried on his way to work over whether he turned the sprinkler on or not. The sprinkler did the needful automatically.
-Refer to Lawn Sprinkler Scenario.Mathew bought the new sprinkler because it came with an automated sensor that controlled the amount of water as well as pressure depending on the humidity and temperature on a given day.Which of the following evaluations is Mathew most likely to have employed while making his purchase decision?

Accepted Answer

A)  Affect-based evaluation 
B)  Attribute-based evaluation 
C)  Content-based evaluation 
D)  Hedonic-based evaluation 
E)  Belief-based evaluation 
A)  Affect-based evaluation 
B)  Attribute-based evaluation 
C)  Content-based evaluation 
D)  Hedonic-based evaluation 
E)  Belief-based evaluation

Question 14

The size of a dress is an underlying attribute of the dress.

Accepted Answer

A) True 
 B)False

Question 15

Visually apparent and easily recognizable attributes of a product are known as _____ attributes.

Accepted Answer

A)  objective 
B)  perceptual 
C)  underlying 
D)  primary 
E)  determinant 
A)  objective 
B)  perceptual 
C)  underlying 
D)  primary 
E)  determinant

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Lisa wanted everything to be perfect when she organized a homecoming party for her husband,a soldier who was stationed in Afghanistan.Lisa consulted a well-known food critic for the menu to be served in the party.Which of the following factors is/are most likely associated with Lisa's choice of menu to be served in the party?

Accepted Answer

A)  Social influences 
B)  Situational influences 
C)  Product knowledge 
D)  Expert opinions 
E)  Online resources 
A)  Social influences 
B)  Situational influences 
C)  Product knowledge 
D)  Expert opinions 
E)  Online resources

Question 18

LAWN SPRINKLER SCENARIO
Mathew recently installed a new water sprinkler for his lawn. He had to purchase a new sprinkler to replace the old, broken one. The new sprinkler came with an automated sensor that controlled the amount of water as well as pressure depending on the humidity and temperature on a given day. This saved Mathew the hassle of putting on a timer. He no longer worried on his way to work over whether he turned the sprinkler on or not. The sprinkler did the needful automatically.
-Refer to Lawn Sprinkler Scenario.Mathew bought the new sprinkler because it came with an automated sensor that controlled the amount of water as well as pressure depending on the humidity and temperature on a given day.Which of the following criteria is most likely responsible for Mathew's purchasing decision?

Accepted Answer

A)  Relative criteria 
B)  Rational criteria 
C)  Hedonic criteria 
D)  Egalitarian criteria 
E)  Utilitarian criteria 
A)  Relative criteria 
B)  Rational criteria 
C)  Hedonic criteria 
D)  Egalitarian criteria 
E)  Utilitarian criteria

Question 19

Diet Coke,a brand of soft drink,is an example of _____ category with regard to product categorization.

Accepted Answer

A)  primary 
B)  inordinate 
C)  secondary 
D)  subordinate 
E)  superordinate 
A)  primary 
B)  inordinate 
C)  secondary 
D)  subordinate 
E)  superordinate

Question 20

Underlying attributes of a product are referred to as _____ qualities.

Accepted Answer

A)  search 
B)  perceptual 
C)  consumption 
D)  pre-purchase 
E)  experience 
A)  search 
B)  perceptual 
C)  consumption 
D)  pre-purchase 
E)  experience

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

The perceived relationship between the features or characteristics of products is known as _____.

Attribute correlation of different features of a product or a service is always positive.

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.

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

Mental representations of stored knowledge about groups of products are known as product _____.

Which of the following types of evaluation do consumers use to evaluate alternatives across a set of features or characteristics that are considered relevant to the purchase situation?

Product categories are mental representations of stored knowledge about groups of products.

Henry has a penchant for furniture.When he bought a new sofa,he focused on features such as size,fabric,cushions,and padding,and ignored any information irrelevant to the actual purchase.Which of the following factors contributed to Henry's selection of the sofa?

The size of a dress is an underlying attribute of the dress.

Visually apparent and easily recognizable attributes of a product are known as _____ attributes.

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

Diet Coke,a brand of soft drink,is an example of _____ category with regard to product categorization.

Underlying attributes of a product are referred to as _____ qualities.

What is CB and Why Should I Care?

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Comprehension, Memory, and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Attitudes and Attitude Change

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters

Exam 13: Decision Making II: Alternative Evaluation and Choice

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

The perceived relationship between the features or characteristics of products is known as _____.

Attribute correlation of different features of a product or a service is always positive.

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.

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

Mental representations of stored knowledge about groups of products are known as product _____.

Which of the following types of evaluation do consumers use to evaluate alternatives across a set of features or characteristics that are considered relevant to the purchase situation?

Product categories are mental representations of stored knowledge about groups of products.

Henry has a penchant for furniture.When he bought a new sofa,he focused on features such as size,fabric,cushions,and padding,and ignored any information irrelevant to the actual purchase.Which of the following factors contributed to Henry's selection of the sofa?

The size of a dress is an underlying attribute of the dress.

Visually apparent and easily recognizable attributes of a product are known as _____ attributes.

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

Diet Coke,a brand of soft drink,is an example of _____ category with regard to product categorization.

Underlying attributes of a product are referred to as _____ qualities.

What is CB and Why Should I Care?

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Comprehension, Memory, and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Attitudes and Attitude Change

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters