Exam 16: Alternative Evaluation and Selection

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?

Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress?

In a compensatory decision, a brand's weakness on one attribute cannot be overcome by its strength on another attribute.

A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate?

Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics.

Sam is a retiree with considerable resources, so he doesn't really spend much time on purchase decisions. His belief is that the most expensive brand is probably also the best in terms of quality. Sam uses price as a _____ indicator of quality.

Which of the following is(are) NOT a type of consumer choice process?

Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as?

The ability of an individual to distinguish between similar stimuli is called _____.

Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent?

Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria?

Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion and requires that all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?

The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion.

Affective choices tend to be holistic in nature.

Which of the following is often used as a surrogate indicator of quality?

The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______.

Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria.

Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., more than $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity?