Question 1

Reading the movie listing off a theatre's web site and trying to decide what movie to see is an example of:

Accepted Answer

A)  stimulus-based choice 
B)  memory-based choice 
C)  mixed choice 
D)  normative choice 
E)  heuristic choice

Question 2

Fill in the blanks: _____ choice models are attitude-choice based. But, _____ choice models attribute-choice based."

Accepted Answer

A)  Mixed-based; stimulus-based 
B)  Noncompensatory; compensatory 
C)  Attitude heuristic; mixed choice 
D)  Memory-based; stimulus-based 
E)  Compensatory; noncompensatory

Question 3

Marketers need to understand consumer evaluation strategies because such strategies ultimately affect consumer choice.

Accepted Answer

A) True 
 B)False

Question 4

Which heuristic involves forming predictions based on the ease with which a situation can be imagined?

Accepted Answer

A)  Representativeness heuristic 
B)  Availability heuristic 
C)  Simulation heuristic 
D)  Framing effect 
E)  Anchoring-and-adjustment heuristic

Question 5

The lexicographic heuristic involves choosing the best brand on the basis of its most important attribute.

Accepted Answer

A) True 
 B)False

Question 6

When are consumers likely to use a choice heuristic? When are they unlikely to do so?

Accepted Answer

The answer of When are consumers likely to use a...

Question 7

Identify the ways in which to influence the consideration set discussed in your readings.

Accepted Answer

The answer of Identify the ways in which to influence...

Question 8

When is a memory brand preferred to a stimulus brand?

Accepted Answer

The answer of When is a memory brand preferred to...

Question 9

An important piece of information often overlooked due to the simulation heuristic is the base rate.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following heuristics is similarity based?

Accepted Answer

A)  Representativeness heuristic 
B)  Availability heuristic 
C)  Simulation heuristic 
D)  Anchoring-and-adjustment heuristic 
E)  Miller's rule

Question 11

Consumers are most likely to use heuristics when involvement is _____ and processing load is _____.

Accepted Answer

A)  high; high 
B)  high; low 
C)  low; high 
D)  low; low 
E)  All of the above are correct.

Question 12

The lexicographic heuristic involves setting a minimum acceptable cutoff level for each attribute and selecting the first alternative that meets the minimum standard for all attributes.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following heuristics is most clearly memory based?.

Accepted Answer

A)  Representativeness heuristic 
B)  Availability heuristic 
C)  Simulation heuristic 
D)  Framing effect 
E)  Anchoring-and-adjustment heuristic

Question 14

Selecting a brand by systematically rejecting all brands that do not have the key feature you want, attribute by attribute until one brand remains is known as which choice heuristic?

Accepted Answer

A)  Lexicographic heuristic 
B)  Additive-difference heuristic 
C)  Conjunctive heuristic 
D)  Elimination-by-aspects heuristic 
E)  Price-quality heuristic

Question 15

Sitting at home trying to decide which restaurant to go to for dinner is an example of a memory-based choice.

Accepted Answer

A) True 
 B)False

Question 16

The simulation heuristic is most closely tied to similarity.

Accepted Answer

A) True 
 B)False

Question 17

The additive-difference heuristic involves comparing alternatives on an attribute selected probabilistically and eliminating or rejecting alternatives that do not meet a minimum cutoff point on this attribute.

Accepted Answer

A) True 
 B)False

Question 18

Joe is trying to decide where to eat dinner tonight. He considers the local restaurant around the corner from his apartment, and recalls that the last time he ate there, the service was poor and the food was cold when it arrived. He figures the chances of bad service again tonight are high so he decides to go somewhere else. What heuristic is Joe engaging in?

Accepted Answer

A)  Representativeness heuristic 
B)  Availability Heuristic 
C)  Lexicographic Heuristic 
D)  The Price/Quality Heuristic 
E)  The Anchoring-and-Adjustment Heuristic

Question 19

How does the availability heuristic influence how consumers make predictions about products?

Accepted Answer

The answer of How does the availability heuristic influence how...

Question 20

Describe the conjunctive heuristic.

Accepted Answer

The answer of Describe the conjunctive heuristic....

Exam 4: Consumer Evaluation and Choice

Reading the movie listing off a theatre's web site and trying to decide what movie to see is an example of:

Fill in the blanks: _ choice models are attitude-choice based. But, _ choice models attribute-choice based."

Marketers need to understand consumer evaluation strategies because such strategies ultimately affect consumer choice.

Which heuristic involves forming predictions based on the ease with which a situation can be imagined?

The lexicographic heuristic involves choosing the best brand on the basis of its most important attribute.

When are consumers likely to use a choice heuristic? When are they unlikely to do so?

Identify the ways in which to influence the consideration set discussed in your readings.

When is a memory brand preferred to a stimulus brand?

An important piece of information often overlooked due to the simulation heuristic is the base rate.

Which of the following heuristics is similarity based?

Consumers are most likely to use heuristics when involvement is _ and processing load is _.

The lexicographic heuristic involves setting a minimum acceptable cutoff level for each attribute and selecting the first alternative that meets the minimum standard for all attributes.

Which of the following heuristics is most clearly memory based?.

Selecting a brand by systematically rejecting all brands that do not have the key feature you want, attribute by attribute until one brand remains is known as which choice heuristic?

Sitting at home trying to decide which restaurant to go to for dinner is an example of a memory-based choice.

The simulation heuristic is most closely tied to similarity.

The additive-difference heuristic involves comparing alternatives on an attribute selected probabilistically and eliminating or rejecting alternatives that do not meet a minimum cutoff point on this attribute.

How does the availability heuristic influence how consumers make predictions about products?

Describe the conjunctive heuristic.