Deck 13: Decision Making II: Alternative Evaluation and Choice

Question 1

A feature is a performance characteristic of an object.

Answer 1

True

Question 2

Positive mood states lead to positive evaluations of products while negative mood states lead to negative evaluations of products.

Answer 2

True

Question 3

The term bounded rationality describes the idea that perfectly rational decisions are always feasible.

Answer 3

False
The term bounded rationality describes the idea that perfectly rational decisions are not always feasible due to constraints found in information processing.

Question 4

The value that consumers believe they will receive from a product has a direct impact on their evaluation of that product.

Question 5

The experiential decision-making process illustrates attribute-based evaluation.

Question 6

When a new product is very different from products that are currently available,consumers avoid relying on existing category knowledge to guide their expectations and attitudes toward the new product.

Question 7

A benefit is a perceived favorable result that is derived from the presence of a particular feature.

Question 8

Evaluative criteria are the attributes,features,or potential benefits that consumers consider when reviewing possible solutions to a problem.

Question 9

Subordinate categories are abstract in nature and represent the highest level of categorization.

Question 10

With affect-based evaluation,alternatives are evaluated across a set of attributes that are considered relevant to the purchase situation.

Question 11

The number of levels and details within each level of consumers' product categories are influenced by their familiarity and expertise with products.

Question 12

Marketers position a product on the determinant criterion that applies across several different situations.

Question 13

Utilitarian criteria include emotional,symbolic,and subjective attributes or benefits that are associated with an alternative.

Question 14

Product categories are mental representations of stored knowledge about groups of products.

Question 15

When considering a new product,consumers rely on the knowledge that they have regarding the relevant product category.

Question 16

Hedonic criteria pertain to economic aspects associated with an alternative.

Question 17

Determinant criteria are the evaluative criteria that are related to the actual choice that is made.

Question 18

The determinant criterion for a product remains the same across situations.

Question 19

With attribute-based evaluation,consumers evaluate products based on the overall feeling that is evoked by the alternative.

Question 20

Consumers have unlimited ability to process all the information that's available in the environment.

Question 21

A signal is a characteristic that allows a consumer to diagnose something distinctive about an alternative.

Question 22

A consumer looking for a particular color while buying a dress is concerned with the underlying attribute of the dress.

Question 23

Superordinate categories tend to be more detailed than subordinate categories.

Question 24

Underlying attributes are visually apparent and easily recognizable.

Question 25

When a retailer offers a price-matching guarantee,they give off a signal that consumers will enjoy low prices when they shop at this particular store.

Question 26

Objective quality refers to the quality of the product based on consumer perceptions.

Question 27

Perceived quality refers to the quality of a product that is assessed through industry specification or expert rating.

Question 28

Perceptual attributes are sometimes referred to as search qualities because they can easily be evaluated prior to actual purchase.

Question 29

Underlying attributes can only be learned through experience with the product.

Question 30

The term branded variants is used to describe the practice of offering essentially identical products with different model numbers or names.

Question 31

Underlying attributes are sometimes referred to as experience qualities because they are often perceived only during consumption.

Question 32

Attribute correlation of different features of a product or a service is always positive.

Question 33

New alternatives of a product will be compared to exemplars first and then to other brands that are found in the brand category.

Question 34

The size of a dress is an underlying attribute of the dress.

Question 35

As a consumer's level of knowledge increases,he or she is able to focus on criteria that are most important in making a selection and to discount irrelevant information.

Question 36

The taste of a particular brand of pasta is an example of the perceptual attribute of a product.

Question 37

Market mavens are trusted sources who can guide consumers in focusing on various product attributes.

Question 38

The ability of a consumer to make accurate judgments when evaluating alternatives is influenced by his or her ability to perceive differences in levels of stimuli between two options.

Question 39

Judgments are mental assessments of the presence of attributes and the benefits associated with those attributes.

Question 40

Young and inexperienced consumers rely more heavily on perceptual attributes than do older consumers.

Question 41

The evaluative criteria that are related to the actual choice that is made are known as _____ criteria

A) determinant
B) recombinant
C) fulminant
D) discriminant
E) examinant

Question 42

Henry considered two criteria when he selected his laptop,efficiency of the CPU and the capacity of the hard disk drive.These features represent Henry's _____ criteria while buying the laptop.

A) recombinant
B) fulminant
C) discriminant
D) examinant
E) determinant

Question 43

While deciding between two alternatives,if information about some attributes is not available,consumers tend to weigh the criteria that are common to both alternatives quite heavily in the evaluation.

Question 44

When consumers make a decision regarding which laptop to purchase,they consider features such as,hard-disk size,processor speed,weight,and screen size,as well as the benefits associated with these features.These features that consumers consider while assessing whether a particular laptop will satisfy their requirement can be best described as the _____ criteria.

A) evaluative
B) associative
C) recombinant
D) adaptive
E) accumulative

Question 45

Better picture quality is a(n)_____ of a high-definition television.

A) element
B) attribute
C) standard
D) feature
E) benefit

Question 46

Certain characteristics of an automobile,such as a navigation system,automatic gear change system,and safety air bags,that are relevant to how it functions or operates,are examples of the automobile's _____.

A) features
B) outputs
C) criteria
D) objectives
E) elements

Question 47

A performance characteristic of an object is known as its _____.

A) benefit
B) feature
C) standard
D) quality
E) requirement

Question 48

Compensatory rules allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute.

Question 49

Following the compensatory rule,the consumer sets a minimum mental cutoff point for various features and rejects any product that fails to meet or exceed this cutoff point across all features.

Question 50

The efforts by companies to improve the objective quality of their products are limited by consumer perceptions of quality.

Question 51

A perceived favorable result that is derived from the presence of a particular feature is known as a(n)_____.

A) attribute
B) benefit
C) criterion
D) goal
E) function

Question 52

Noncompensatory rules are often used in low-involvement situations because these rules allow consumers to simplify their thought processes.

Question 53

Following the lexicographic rule,the consumer selects the product that he or she believes performs best on the most important feature.

Question 54

Which of the following criteria is associated with emotional,symbolic,and subjective attributes or benefits that are associated with an alternative?

A) Discriminant criteria
B) Rational criteria
C) Hedonic criteria
D) Cognitive criteria
E) Utilitarian criteria

Question 55

When Gemma attended her high school reunion after a gap of fourteen years,she decided to wear an expensive designer dress even though a dress she bought at a sale was much more flattering.Gemma wanted to make a fashion statement and also wanted the dress to reflect her successful career as an editor for a well-known fashion magazine.Which of the following criteria is most likely responsible for Gemma's choice of dress?

A) Relative criteria
B) Rational criteria
C) Hedonic criteria
D) Egalitarian criteria
E) Utilitarian criteria

Question 56

Conjoint analysis is used to understand the attributes that guide preferences by having consumers compare products across levels of evaluative criteria and the expected utility associated with the alternatives.

Question 57

A consumer who wants to buy only a black-colored handbag regardless of the brand is employing a compensatory rule.

Question 58

When noncompensatory rules are used,strict guidelines are set prior to selection,and any option that does not meet the specifications is eliminated from consideration.

Question 59

The attributes,features,or potential benefits that consumers consider when reviewing possible solutions to a problem are known as _____ criteria.

A) associative
B) adaptive
C) evaluative
D) recombinant
E) accumulative

Question 60

A consumer who disliked the color of a bag,but bought it as it was sturdy,has employed a noncompensatory rule when he/she chose the bag.

Question 61

According to product categorization,vehicles can be placed under _____ category.

A) subordinate
B) secondary
C) inordinate
D) superordinate
E) primary

Question 62

Which of the following product category levels is abstract in nature and represents the highest level of categorization?

A) Primary category
B) Superordinate category
C) Inordinate category
D) Secondary category
E) Subordinate category

Question 63

Diet Coke,a brand of soft drink,is an example of _____ category with regard to product categorization.

A) primary
B) inordinate
C) secondary
D) subordinate
E) superordinate

Question 64

Which of the following is true of the perceptual attributes of a product?

A) They are also referred to as search qualities.
B) They are evaluated only after the actual purchase.
C) They are not readily apparent or visible.
D) They are learned only through experience with the product.
E) They are perceived only during the consumption process.

Question 65

When Arthur decided that it was time for him to buy a new washing machine,his primary concern was that the price should not exceed his budget.Keeping this in mind,he evaluated various models across their prices.Arthur was most concerned with the _____ attribute of the washing machine.

A) underlying
B) elementary
C) perceptual
D) objective
E) primary

Question 66

Mental representations of stored knowledge about groups of products are known as product _____.

A) metrics
B) categories
C) segments
D) sections
E) levels

Question 67

Which of the following describes the idea that perfectly rational decisions are infeasible at times due to constraints found in information processing?

A) Limited capacity
B) Satisficing rationality
C) Bounded rationality
D) Search regret
E) Information overload

Question 68

When Jane and her husband decided to buy furniture,she decided to purchase a brand that her grandparents and parents had used.She didn't spend any time looking at its specific features or comparing it with other brands.All that mattered to Jane was the emotion associated with buying something closely familiar to her childhood.Which of the following types of evaluation best explains Jane's choice of brand?

A) Attribute-based evaluation
B) Affect-based evaluation
C) Feature-based evaluation
D) Benefit-based evaluation
E) Content-based evaluation

Question 69

Visually apparent and easily recognizable attributes of a product are known as _____ attributes.

A) objective
B) perceptual
C) underlying
D) primary
E) determinant

Question 70

Which of the following belong(s)to the subordinate product category?

A) Vehicles
B) Couch
C) Furniture
D) Clothing
E) Beverage

Question 71

Which of the following criteria pertain to functional or economic aspects associated with an alternative?

A) Relative criteria
B) Rational criteria
C) Hedonic criteria
D) Egalitarian criteria
E) Utilitarian criteria

Question 72

Underlying attributes of a product are referred to as _____ qualities.

A) search
B) perceptual
C) consumption
D) pre-purchase
E) experience

Question 73

Which of the following is true of the underlying attributes of a product?

A) They are readily apparent and easily recognizable.
B) They can be easily evaluated prior to actual purchase.
C) They are also referred to as search qualities.
D) They are used to infer the existence of perceptual attributes.
E) They can only be learned through experience with the product.

Question 74

When consumers need to purchase a refrigerator,they usually evaluate different models across a set of features or characteristics,such as storage capacity,freezer shelving,and energy cost efficiency.Such an evaluation is an example of a(n)_____ evaluation.

A) affect-based
B) attribute-based
C) content-based
D) belief-based
E) attitude-based

Question 75

Hanks arbitrarily purchased a lawn mower,neither considering its features nor the product price.However,after using the lawn mower,he acknowledged that he has not come across any other lawn mower of superior quality.In acknowledging the superior quality of the mower,Hanks is referring to its _____ attributes.

A) search
B) underlying
C) perceptual
D) content
E) determinant

Question 76

Which of the following statements is true of consumers' information processing?

A) Consumers are always rational when they are evaluating possible solutions to a problem.
B) Consumers tend to have unlimited ability to process all information available in the environment.
C) Consumers tend to maximize the effort they put into alternative evaluation and choice.
D) Consumers tend to settle for a solution that is simply good enough to solve a problem.
E) Consumers tend to consider all possible solutions to a problem as they have the ability to do so.

Question 77

Which of the following types of evaluation do consumers use to evaluate alternatives across a set of features or characteristics that are considered relevant to the purchase situation?

A) Attribute-based evaluation
B) Benefit-based evaluation
C) Belief-based evaluation
D) Affect-based evaluation
E) Content-based evaluation

Question 78

When Richard finally decided to buy a car,he chose a hybrid model that scored very high on being environment friendly.Which of the following criteria is most likely to account for Richard's choice of the car?

A) Relative criteria
B) Rational criteria
C) Hedonic criteria
D) Egalitarian criteria
E) Utilitarian criteria

Question 79

Which of the following types of evaluation do consumers use to evaluate products based on the overall feeling that is evoked by the alternative?

A) Attribute-based evaluation
B) Content-based evaluation
C) Benefit-based evaluation
D) Affect-based evaluation
E) Cognition-based evaluation

Question 80

Which of the following belongs to the superordinate product category?

A) Desk
B) Dresser
C) Furniture
D) Chair
E) Sofa