Exam 5: Evaluating and Selecting Alternatives

The ability of an individual to distinguish between similar stimuli is:

Look at the sample scale below and indicate what type of scale it is. 1 Strongly agree 2 Agree 3 Uncertain 4 Disagree 5 Strongly disagree

When Mary purchases a calculator, she is concerned with its cost, size, power source, capabilities and warranty. John, however, is most concerned with brand, memory and colour. John's and Mary's concerns, though different, make up their:

Which brand would a consumer select using the compensatory decision rule and how does this affect consumers' decision making?

A decision rule that establishes the minimum required performance standards for each important evaluative criterion and selects all brands that surpass these requirements is called the disjunctive decision rule.

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

In conjoint analysis the consumer is presented with:

The use of price as a surrogate indicator appears to decline with:

Affect is likely to play a role in all of the following situations except:

What does blind testing enable marketers to do?

Using the conjunctive decision rule, a consumer selects all brands that surpass a minimum level on each relevant evaluative criterion.

You are given the following information: Rank Cut-off point Price 1 2 Quality 2 4 Ease of use 3 3 Which of the following computers would be chosen using the elimination-by-aspects decision rule? Hewlett-Packard Apple IBM Price 3 5 4 Quality 4 4 4 Ease of use 3 2 3

Low-involvement purchases usually involve decision rules such as:

A consumer's perception that one attribute is an accurate predictor of another is referred to as:

You are given the following information: Rank Cut-off point Price 1 4 Quality 2 4 Ease of use 3 3 Which of the following DVD players would be chosen using the elimination-by-aspects decision rule? Sony Sanyo Pioneer Price 3 5 4 Quality 4 5 4 Ease of use 5 2 3

What are evaluative criteria in consumer decision making, and how may these be used by marketers?

If the target market is using the lexicographic rule:

Conjoint analysis is an approach to determining the relative importance consumers assign to various evaluative criteria.

Weber's law indicates that:

Look at the sample scale below and indicate what type of scale it is. Price 10 Ease of use 20 Colour 10 Brand name 30 Warranty Total 100