Question 1

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 2

What is the difference between attitude-based choice and attribute-based choice?

Accepted Answer

The answer of What is the difference between attitude-based choice...

Question 3

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 4

Which of the following statements about the consideration set is false?

Accepted Answer

A) If a brand is not in the consideration set, it will not be purchased. 
B) As the number of brands in consideration set increase, the chances of our brand being selected decrease. 
C) A consideration is always at least 2 brands. 
D) Brands in the consideration set can come from point-of-sale. 
E) One way to increase choice of my brand being selected is to control the entrance of competitors' brands into the consideration set.

Question 5

As the number of brands in the consideration set increased, the chance of our brand being chosen decreases.

Accepted Answer

A) True 
 B)False

Question 6

Stimulus brands typically enjoy a choice advantage because consumers may recognize that they have forgotten important details about memory brands.

Accepted Answer

A) True 
 B)False

Question 7

All of the brands I can recall or remember at any time, regardless of whether I would actually consider purchasing them, is called what?

Accepted Answer

A) The affect set 
B) The evoked set 
C) The choice set 
D) Attitude Accessibility 
E) The consideration set

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

In a choice strategy, good attributes can make up for bad attributes.The "Frequency of Good and Bad Features Heuristic" is an example of this type of choice strategy.

Accepted Answer

A) attribute-based 
B) conjunctive heuristic 
C) compensatory 
D) non-compensatory 
E) None of the above is correct.

Question 11

Consumers usually prefer a memory brand over a stimulus brand.

Accepted Answer

A) True 
 B)False

Question 12

The MODE model is a dual-process model.

Accepted Answer

A) True 
 B)False

Question 13

In compensatory choice strategies, good attributes can make up for bad attributes.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is not a type of heuristic?

Accepted Answer

A) Persuasion heuristics 
B) Opportunity heuristics 
C) Choice heuristics 
D) Prediction heuristics 
E) All of the above are types of heuristics.

Question 15

Tina is driving down Main Street in the town where she lives trying to decide where to eat lunch.Many of the restaurants are right on this street and she can see their signs.Others are nearby, but she can't see them- she has to recall them.What type of choice strategy is this?

Accepted Answer

A) Stimulus-based choice 
B) Memory-based choice 
C) Mixed choice 
D) Normative choice 
E) Heuristic choice

Question 16

For a brand to be in the consideration set, it must first have been in the evoked set.

Accepted Answer

A) True 
 B)False

Question 17

Sales of the Williams-Sonoma $275 horne bread baking increased when Williams-Sonoma introduced a larger and more expensive model.This is an example of which phenomenon?

Accepted Answer

A) law of large numbers effect 
B) part-list cuing effect 
C) attraction effect 
D) compromise effect 
E) MODE model effect

Question 18

Every time Kirk shops for wine, he chooses which brand to purchase based on the how expensive the bottles are. He tries to choose one that isn't too cheap.Kirk is using what type of heuristic?

Accepted Answer

A) Simulation heuristic 
B) Price-quality heuristic 
C) Rationalization heuristic 
D) Price-segmentation heuristic 
E) Representativeness heuristic

Question 19

The part-list cuing effect can actually help consumers be quick and efficient in decision making.

Accepted Answer

A) True 
 B)False

Question 20

Consumers frequently consider as many as 15 brands at a time when making a choice.

Accepted Answer

A) True 
 B)False

Exam 10: Product Consideration, Evaluation, and Choice

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

What is the difference between attitude-based choice and attribute-based choice?

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.

Which of the following statements about the consideration set is false?

As the number of brands in the consideration set increased, the chance of our brand being chosen decreases.

Stimulus brands typically enjoy a choice advantage because consumers may recognize that they have forgotten important details about memory brands.

All of the brands I can recall or remember at any time, regardless of whether I would actually consider purchasing them, is called what?

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

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

In a choice strategy, good attributes can make up for bad attributes.The "Frequency of Good and Bad Features Heuristic" is an example of this type of choice strategy.

Consumers usually prefer a memory brand over a stimulus brand.

The MODE model is a dual-process model.

In compensatory choice strategies, good attributes can make up for bad attributes.

Which of the following is not a type of heuristic?

Tina is driving down Main Street in the town where she lives trying to decide where to eat lunch.Many of the restaurants are right on this street and she can see their signs.Others are nearby, but she can't see them- she has to recall them.What type of choice strategy is this?

For a brand to be in the consideration set, it must first have been in the evoked set.

Sales of the Williams-Sonoma $275 horne bread baking increased when Williams-Sonoma introduced a larger and more expensive model.This is an example of which phenomenon?

Every time Kirk shops for wine, he chooses which brand to purchase based on the how expensive the bottles are. He tries to choose one that isn't too cheap.Kirk is using what type of heuristic?

The part-list cuing effect can actually help consumers be quick and efficient in decision making.

Consumers frequently consider as many as 15 brands at a time when making a choice.