Question 1

_____ is the perceived relationship between product features.

Accepted Answer

A)  Attribute correlation 
B)  Underlying attribute 
C)  Just noticeable difference 
D)  Objective difference

Question 2

In the context of the furnishings, which of the following product categories is an example of a superordinate category?

Accepted Answer

A)  Furniture 
B)  Chair 
C)  Sofa 
D)  Dining table

Question 3

John is evaluating four brands of televisions. He first compares their picture quality, and all four alternatives meet his picture quality requirements. He then compares their HDMI options. Two of the brands do not have an HDMI input provision, so he disregards them. Of the remaining two, the price of one exceeds his budget. He is left with only one option, which he decides to purchase. Which of the following decision rules does John employ to arrive at his decision?

Accepted Answer

A)  The conjunctive rule 
B)  The disjunctive rule 
C)  The elimination-by-aspects rule 
D)  The lexicographic rule

Question 4

Studies indicate that too many varieties of products contribute to feelings of euphoria and happiness.

Accepted Answer

A) True 
 B)False

Question 5

In the context of evaluating a house for buying, which of the following is a utilitarian criterion?

Accepted Answer

A)  Aesthetic view 
B)  Proximity to work 
C)  Upscale neighborhood 
D)  A gazebo

Question 6

Hank purchases a lawn mower based on a quick price comparison. However, after using the lawn mower, he acknowledges that the lawn mower is of superior quality. In acknowledging its superior quality, Hank is referring to its _____.

Accepted Answer

A)  perceptual attributes 
B)  underlying attributes 
C)  determinant criterion 
D)  hedonic criterion

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements is true of the issues that affect consumer judgments?

Accepted Answer

A)  Brand names do not have a significant impact on consumer judgments. 
B)  Brand names are stronger signals of quality than is price. 
C)  Brand inertia is often used by consumers as a signal of quality. 
D)  Unexpected brand names usually lead to decreased product preference.

Question 10

Consumers display the tendency to jump to positive conclusions about service providers who promote themselves positively on one feature but omit information on another feature.

Accepted Answer

A) True 
 B)False

Question 11

_____ is a decision rule where the consumer begins evaluating by first looking at the most important attribute and ruling out any option that does not meet a minimum cut-off point for that attribute, and where subsequent evaluations proceed in order of importance until only one option remains.

Accepted Answer

A)  The lexicographic rule 
B)  The elimination-by-aspects rule 
C)  The disjunctive rule 
D)  The conjunctive rule

Question 12

Which of the following is true of determinant criteria?

Accepted Answer

A)  They do not change with circumstances. 
B)  They cannot be established by statistical methods. 
C)  They depend on the situation in which a product is consumed. 
D)  They are easier to establish when several attributes are important.

Question 13

Explain affect-based and attribute-based evaluations with an example of each.

Accepted Answer

The answer of Explain affect-based and attribute-based evaluations with an...

Question 14

The number of category levels in product categorization and details within each level is influenced by consumers' familiarity and expertise with products.

Accepted Answer

A) True 
 B)False

Question 15

While shopping for a new dress to wear at her high school reunion, Gemma buys an expensive designer dress because of the prestige associated with the designer brand. She wants to convey to her old classmates that she is rich and successful. Gemma most likely decided on the dress on the basis of _____.

Accepted Answer

A)  hedonic criteria 
B)  enduring involvement 
C)  conjoint analysis 
D)  temporal factors

Question 16

The perceptual attributes of a product are not readily apparent and can only be learned through experience with the product.

Accepted Answer

A) True 
 B)False

Question 17

Briefly explain the difference between the compensatory and noncompensatory decision rules that consumers use when selecting products.

Accepted Answer

The answer of Briefly explain the difference between the compensatory...

Question 18

_____ refers to the actual quality of a product that can be assessed through industry specification or expert rating.

Accepted Answer

A)  Attribute correlation 
B)  Perceptual attribute 
C)  Objective quality 
D)  Retail personality

Question 19

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

Accepted Answer

A)  They refer to the post-purchase performance of a product. 
B)  They are not readily apparent or visible. 
C)  They can be evaluated prior to actual purchase. 
D)  They are referred to as experience qualities.

Question 20

When Jane wanted to buy jewelry for her wedding, she decided to purchase it from a store that her mother patronized. She didn't spend any time looking for jewelry in other stores. All that mattered to her was the emotion associated with buying something closely associated with her childhood. Jane's decision is most likely based on _____.

Accepted Answer

A)  utilitarian criteria 
B)  functional criteria 
C)  attribute-based evaluation 
D)  affect-based evaluation

Exam 13: Decision Making II: Alternative Evaluation and Choice

_____ is the perceived relationship between product features.

In the context of the furnishings, which of the following product categories is an example of a superordinate category?

Studies indicate that too many varieties of products contribute to feelings of euphoria and happiness.

In the context of evaluating a house for buying, which of the following is a utilitarian criterion?

Hank purchases a lawn mower based on a quick price comparison. However, after using the lawn mower, he acknowledges that the lawn mower is of superior quality. In acknowledging its superior quality, Hank is referring to its _____.

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

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.

Which of the following statements is true of the issues that affect consumer judgments?

Consumers display the tendency to jump to positive conclusions about service providers who promote themselves positively on one feature but omit information on another feature.

_____ is a decision rule where the consumer begins evaluating by first looking at the most important attribute and ruling out any option that does not meet a minimum cut-off point for that attribute, and where subsequent evaluations proceed in order of importance until only one option remains.

Which of the following is true of determinant criteria?

Explain affect-based and attribute-based evaluations with an example of each.

The number of category levels in product categorization and details within each level is influenced by consumers' familiarity and expertise with products.

The perceptual attributes of a product are not readily apparent and can only be learned through experience with the product.

Briefly explain the difference between the compensatory and noncompensatory decision rules that consumers use when selecting products.

_____ refers to the actual quality of a product that can be assessed through industry specification or expert rating.

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