Exam 16: Alternative Evaluation and Selection

Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.

Which of the following is NOT a decision rule used by consumers?

When experiencing choice overload, consumers may

Which type of motives activates behaviors designed to achieve a second goal?

The multiattribute model is which type of decision rule?

Think of a major purchase decision you (or your family) have made. Identify from the decision rules discussed in the text the specific rule you used (or combination of rules), define that rule, and describe how you used that rule to select the alternative that you purchased. If you cannot think of a recent major purchase in your life, explain the decision rule you would use to make a major purchase decision (e.g., purchasing a car, computer, home, etc.).

Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____.

Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes?

Compare and contrast the three types of consumer choice processes.

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives?

Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria?

A metagoal refers to _____.

Evaluative criteria are the various dimensions, features, or benefits a consumer looks for in response to a specific problem. Discuss the two types.

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?

Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine all EXCEPT which of the following?

In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features?

Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute?

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____.

Given the following importance weights Price = 50, Quality = 40, and Ease of Use = 10, which of the following computers would be chosen using a compensatory decision rule?

Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand?