Exam 16: Alternative Evaluation and Selection

Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level) and says that all brands that meet or exceed the performance level for any key attribute are considered acceptable?

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use?

A limited capacity for processing information is known as _____.

Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes?

Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school. For Hannah, which type of motive is most likely underlying her request for that specific brand?

Which of the following is a noncompensatory decision rule?

Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen?

Evaluative criteria can differ on which of the following?

Marketing strategies to deal with choice overload include

Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of Use = 3, which of the following computers would be chosen using the conjunctive decision rule?

Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?

Attribute-based choice requires _____.

The fact that consumers have limited capacity for processing information is referred to as _____.

For a target market using the elimination-by-aspects rule, it is critical to meet or surpass the consumers' requirements on one more (in order) of the criteria used than the competition.

Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects.

Amelia is a marketing researcher and conducts studies to determine which evaluative criteria consumers use in a given purchase situation, their judgments of brand performance on specific criteria, and the relative importance they place on evaluative criteria. Explain how Amelia does this.

The conjunctive decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards.

Which of the following motives are most likely in affective choices?

The most common method of direct measurement to determine the relative importance of evaluative criteria is the semantic differential.

Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation?