Exam 16: Alternative Evaluation and Selection

Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as _____.

The two types of evaluative criteria are _____.

Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use?

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, as well as no attribute-by-attribute comparisons being made at the time of choice?

Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Because several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using?

All consumers have a bounded rationality.

The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this?

Which of the following affects how important various criteria are for consumers?

Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule?

An attribute used to stand for or indicate another attribute is known as a _____.

Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made and involves attribute-by-attribute comparisons across brands?

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule?

An attribute used to stand for or indicate another attribute is known as a proxy indicator.

Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as _____.

With the information provided by perceptual mapping, the marketer can determine all of the following EXCEPT _____.

Which type of test is one in which the consumer is not aware of the product's brand name?

The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____.

Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than $1,200, the computer must weigh no more than 4 pounds, and battery life must be at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet all of these minimum requirements, he will not consider it further. Which decision rule is Conrad using?

Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using?

Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using?