Exam 13: Decision Making II: Alternative Evaluation and Choice

A consumer wants to purchase a television.He has identified the determinant attributes and their importance as well as his beliefs of how the three brands he's considering perform on each attribute.Using the information given below,answer the following questions. (a) Assuming a minimum cutoff point of 5,use the conjunctive rule to determine the brand that will be selected.Explain your answer. (b) Assuming a minimum cutoff point of 9,use the disjunctive rule to determine the brand that will be selected.Explain your answer. (c) Use the lexicographic rule to determine the brand that will be selected.Explain your answer. (d) Assuming a minimum cutoff point of 5,use the elimination-by-aspects rule (EBA)to determine the brand that will be selected.Explain your answer.

A consumer who uses strict guidelines set prior to selection,and eliminates any option that fails to meet the specifications from consideration is employing a(n)_____ rule.

Define evaluative criteria and determinant criteria.Identify the determinant criteria you used for a recent purchase.

Serena is evaluating three different models of hair dryers,Model A,Model B,and Model C.She assigns belief ratings from 1= very poor to 10= very good and importance ratings from 10= most important to 1=least important.She sets a minimum mental cutoff point of 5 for all the features.According to the conjunctive rule,which of the following is true?

When Richard finally decided to buy a car,he chose a hybrid model that scored very high on being environment friendly.Which of the following criteria is most likely to account for Richard's choice of the car?

Hedonic criteria pertain to economic aspects associated with an alternative.

When a retailer offers a price-matching guarantee,they give off a signal that consumers will enjoy low prices when they shop at this particular store.

A consumer who wants to buy only a black-colored handbag regardless of the brand is employing a compensatory rule.

Which of the following belong(s)to the subordinate product category?

When Jane and her husband decided to buy furniture,she decided to purchase a brand that her grandparents and parents had used.She didn't spend any time looking at its specific features or comparing it with other brands.All that mattered to Jane was the emotion associated with buying something closely familiar to her childhood.Which of the following types of evaluation best explains Jane's choice of brand?

Compensatory rules allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute.

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

Hanks arbitrarily purchased a lawn mower,neither considering its features nor the product price.However,after using the lawn mower,he acknowledged that he has not come across any other lawn mower of superior quality.In acknowledging the superior quality of the mower,Hanks is referring to its _____ attributes.

Which of the following is used to understand the attributes that guide preferences by having consumers compare products across levels of evaluative criteria and the expected utility associated with the alternatives?

Consumers have unlimited ability to process all the information that's available in the environment.

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

Explain affect-based and attribute-based evaluations.Give an example of each using one of your recent purchase decisions.

Positive mood states lead to positive evaluations of products while negative mood states lead to negative evaluations of products.

Market mavens are trusted sources who can guide consumers in focusing on various product attributes.

Superordinate categories tend to be more detailed than subordinate categories.