Question 1

The value that consumers believe they will receive from a product has a direct impact on their evaluation of that product.

Accepted Answer

A) True 
 B)False

Question 2

John is evaluating four brands of 3D televisions and has decided that picture quality is the most important attribute.As all of the alternatives exceeded his minimum cutoff for picture quality,he then compared them on price.An option which John perceived as too expensive was eliminated from further consideration as it exceeded the price cutoff he had set.He then compared the remaining three alternatives in terms of the number of HDMI inputs and eliminated one which did not possess the minimum number of inputs.He continued in this manner until he was left with only one of the alternatives which he finally decided to purchase.Which of the following rules did John employ to decide on his purchase?

Accepted Answer

A)  Conjunctive rule 
B)  Disjunctive rule 
C)  Compensatory rule 
D)  Lexicographic rule 
E)  EBA rule 
A)  Conjunctive rule 
B)  Disjunctive rule 
C)  Compensatory rule 
D)  Lexicographic rule 
E)  EBA rule

Question 3

Which of the following statements is true of noncompensatory models?

Accepted Answer

A)  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. 
B)  With the conjunctive rule, the cutoff point is usually high. The product that meets or exceeds this cutoff on any feature is selected. 
C)  These models allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance on another attribute. 
D)  Following the subordinate 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. 
E)  They are often used in low-involvement situations because these rules allow consumers to simplify their thought processes. 
A)  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. 
B)  With the conjunctive rule, the cutoff point is usually high. The product that meets or exceeds this cutoff on any feature is selected. 
C)  These models allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance on another attribute. 
D)  Following the subordinate 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. 
E)  They are often used in low-involvement situations because these rules allow consumers to simplify their thought processes.

Question 4

When noncompensatory rules are used,strict guidelines are set prior to selection,and any option that does not meet the specifications is eliminated from consideration.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

Which of the following belongs to the superordinate product category?

Accepted Answer

A)  Desk 
B)  Dresser 
C)  Furniture 
D)  Chair 
E)  Sofa 
A)  Desk 
B)  Dresser 
C)  Furniture 
D)  Chair 
E)  Sofa

Question 7

Lisa plans to buy herself a sewing machine for sewing dresses for her daughters.She evaluates different brands of the product and decides that she should get the one which makes the least noise as that would allow her to work while her children are asleep.She finally buys the one which makes the least noise.Which of the following is most likely to account for Lisa's choice of sewing machine?

Accepted Answer

A)  Compensatory rule 
B)  Conjunctive rule 
C)  Lexicographic rule 
D)  Elimination-by-aspects (EB
A)  rule 
E)  Disjunctive rule 
A)  Compensatory rule 
B)  Conjunctive rule 
C)  Lexicographic rule 
D)  Elimination-by-aspects (EB
A)  rule 
E)  Disjunctive rule

Question 8

When consumers make a decision regarding which laptop to purchase,they consider features such as,hard-disk size,processor speed,weight,and screen size,as well as the benefits associated with these features.These features that consumers consider while assessing whether a particular laptop will satisfy their requirement can be best described as the _____ criteria.

Accepted Answer

A)  evaluative 
B)  associative 
C)  recombinant 
D)  adaptive 
E)  accumulative 
A)  evaluative 
B)  associative 
C)  recombinant 
D)  adaptive 
E)  accumulative

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

ENERGY BAR SCENARIO
Nutrition labels on products provide considerable information for consumers. For example, a consumer deciding among the many brands of energy bars might compare three offerings: Crayton Bar, Goodie-meal Bar, and Snacky-Bar. 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 high-protein content but low in calories, sugar, fat, and price, and also one that tastes good. Information for all the attributes is found on the product nutrition label except for the taste attribute. This information is summarized in the following table:
  
-Refer to Energy Bar Scenario.Using the lexicographic rule,the consumer is most likely to select _____.

Accepted Answer

A)  Crayton Bar as it has the highest protein content 
B)  Goodie-meal Bar as it has the lowest fat content 
C)  Snacky-Bar as it has the lowest sugar content 
D)  Goodie-meal Bar as it has the highest sugar content 
E)  Snacky-Bar as it has the lowest calorie count 
A)  Crayton Bar as it has the highest protein content 
B)  Goodie-meal Bar as it has the lowest fat content 
C)  Snacky-Bar as it has the lowest sugar content 
D)  Goodie-meal Bar as it has the highest sugar content 
E)  Snacky-Bar as it has the lowest calorie count

Question 11

When a new product is very different from products that are currently available,consumers avoid relying on existing category knowledge to guide their expectations and attitudes toward the new product.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

When Gemma attended her high school reunion after a gap of fourteen years,she decided to wear an expensive designer dress even though a dress she bought at a sale was much more flattering.Gemma wanted to make a fashion statement and also wanted the dress to reflect her successful career as an editor for a well-known fashion magazine.Which of the following criteria is most likely responsible for Gemma's choice of dress?

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 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)  They are readily apparent and easily recognizable. 
B)  They can be easily evaluated prior to actual purchase. 
C)  They are also referred to as search qualities. 
D)  They are used to infer the existence of perceptual attributes. 
E)  They can only be learned through experience with the product. 
A)  They are readily apparent and easily recognizable. 
B)  They can be easily evaluated prior to actual purchase. 
C)  They are also referred to as search qualities. 
D)  They are used to infer the existence of perceptual attributes. 
E)  They can only be learned through experience with the product.

Question 16

When Carla had to select one among three vacation destinations,she ended up choosing the one that actually scored low on an important attribute of being tourist friendly.She chose a location that was least expensive and the most convenient to travel compared to the other two.Which of the following decision rules is most likely to have influenced Carla's choice?

Accepted Answer

A)  Conjunctive rule 
B)  Lexicographic rule 
C)  Exception rule 
D)  Compensatory rule 
E)  Compliance rule 
A)  Conjunctive rule 
B)  Lexicographic rule 
C)  Exception rule 
D)  Compensatory rule 
E)  Compliance rule

Question 17

ENERGY BAR SCENARIO
Nutrition labels on products provide considerable information for consumers. For example, a consumer deciding among the many brands of energy bars might compare three offerings: Crayton Bar, Goodie-meal Bar, and Snacky-Bar. 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 high-protein content but low in calories, sugar, fat, and price, and also one that tastes good. Information for all the attributes is found on the product nutrition label except for the taste attribute. This information is summarized in the following table:
  
-Refer to Energy Bar Scenario.This consumer is evaluating the three brands across a set of features or characteristics for each different brand of the energy bar.In doing so,the consumer is employing a(n)_____ evaluation.

Accepted Answer

A)  affect-based 
B)  attribute-based 
C)  belief-based 
D)  satisfaction-based 
E)  benefit-based 
A)  affect-based 
B)  attribute-based 
C)  belief-based 
D)  satisfaction-based 
E)  benefit-based

Question 18

Wendy generally buys tuberoses as their smell freshens up her room.She purchases them even though they are not as pretty as some other flowers.However,when she buys flowers for her friends,she generally chooses ornamental orchids and anthuriums,although they don't smell sweet.Which of the following is most likely responsible for Wendy's choice of flowers?

Accepted Answer

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

Question 19

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 as a selection criterion for the model.According to the lexicographic rule,which of the following models would she select?

Accepted Answer

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

Question 20

Evaluative criteria are the attributes,features,or potential benefits that consumers consider when reviewing possible solutions to a problem.

Accepted Answer

A) True 
 B)False

The value that consumers believe they will receive from a product has a direct impact on their evaluation of that product.

Which of the following statements is true of noncompensatory models?

When noncompensatory rules are used,strict guidelines are set prior to selection,and any option that does not meet the specifications is eliminated from consideration.

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

Which of the following belongs to the superordinate product category?

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 a new product is very different from products that are currently available,consumers avoid relying on existing category knowledge to guide their expectations and attitudes toward the new product.

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

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

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

Evaluative criteria are the attributes,features,or potential benefits that consumers consider when reviewing possible solutions to a problem.

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

The value that consumers believe they will receive from a product has a direct impact on their evaluation of that product.

Which of the following statements is true of noncompensatory models?

When noncompensatory rules are used,strict guidelines are set prior to selection,and any option that does not meet the specifications is eliminated from consideration.

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

Which of the following belongs to the superordinate product category?

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 a new product is very different from products that are currently available,consumers avoid relying on existing category knowledge to guide their expectations and attitudes toward the new product.

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

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

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

Evaluative criteria are the attributes,features,or potential benefits that consumers consider when reviewing possible solutions to a problem.

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