Deck 13: Decision Making II: Alternative Evaluation and Choice

Question 1

Size, shape, colour, and price are absolute attributes.

Answer 1

False

Question 2

Determinant criteria remain constant across situations.

Answer 2

False

Question 3

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

Answer 3

False

Question 4

Perceptual attributes are not easily recognized.

Question 5

The number of levels and details within each level of a consumer's product categories is influenced by involvement and perceived risk.

Question 6

Distinctions at basic levels in a consumer's product categories are very specific, while distinctions at subsequent levels are generally made across product categories.

Question 7

Not all evaluative criteria are equally important.

Question 8

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

Question 9

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

Question 10

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

Question 11

A feature is a performance characteristic of an object.

Question 12

Evaluations are generally more relevant and meaningful at the superordinate levels of product categories.

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

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

Question 18

Rational criteria pertain to functional or economic aspects associated with an alternative.

Question 19

The different levels of product categories can be referred to as being either superordinate or subordinate.

Question 20

Emotions and mood states play a big role in affect-based evaluations.

Question 21

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

Question 22

Consumers cannot make good choices when considering only a single attribute.

Question 23

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

Question 24

Consumers often infer the existence of underlying attributes, such as quality, through perceptual attributes, such as price.

Question 25

When purchase involvement is high, consumers use signals such as brand name, price, appearance, and retailer reputation to infer information about product quality.

Question 26

Subordinate attributes are not readily apparent and can only be learned through experience with the product.

Question 27

One judgment consumers make during the evaluation process is an assessment of the benefits associated with features.

Question 28

The accuracy of a consumer's evaluation depends heavily on the quality of judgments that they make.

Question 29

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

Question 30

Cluster 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 31

One way to determine the criteria that consumers use when judging products is to directly ask them through surveys.

Question 32

Consumers can handle only a small number of comparisons before overload sets in.

Question 33

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

Question 34

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

Question 35

When information about some attributes is missing, consumers tend to weight the criteria that are common to both alternatives quite heavily in the evaluation.

Question 36

Perceived quality is based on consumer perceptions.

Question 37

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 38

Attribute variants are perceived relationships between product features.

Question 39

Two major types of rules that consumers use when selecting products are objective rules and subjective rules.

Question 40

"Choice" means that a particular alternative will be chosen.

Question 41

Consumer researchers have identified four major categories of noncompensatory rules: the conjunctive rule, the disjunctive rule, the conjoint rule, and the cluster rule.

Question 42

What are the attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem?

A) choice criteria
B) benefit criteria
C) compensatory criteria
D) evaluative criteria

Question 43

Consumers actually use decision rules quite frequently, but the comparisons are almost always made mentally rather than using mathematical formulas.

Question 44

What part of the evaluative criteria is a better picture quality of a high-definition television?

A) element
B) feature
C) criterion
D) benefit

Question 45

The conjunctive and EBA rules can result in the same decision if the same cutoff points are used for both rules.

Question 46

What are the two major types of evaluation processes?

A) utilitarian-based and hedonic-based
B) feature-based and benefit-based
C) affect-based and attribute-based
D) superordinate and subordinate

Question 47

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

Question 48

Which term refers to a perceived favourable result that is derived from the presence of a particular feature?

A) attribute
B) benefit
C) criterion
D) element

Question 49

Following the lexicographic 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

Which of the following are the evaluative criteria that are related to the actual choice that is made?

A) determinant criteria
B) objective criteria
C) primary criteria
D) absolute criteria

Question 51

When consumers make a decision regarding which laptop computer to purchase, they consider things such as hard disk size, speed, weight, screen size, and so on and the benefits received from each of these features. Which part of the evaluation of alternatives process do these attributes, features, and benefits make up?

A) evaluative criteria
B) choice criteria
C) consideration set
D) evaluative set

Question 52

Following the disjunctive rule, beginning with the most important feature, the consumer eliminates options that don't meet or surpass the cutoff point on this important feature. Then the consumer moves on to the next most important feature and repeats the process until only one option remains.

Question 53

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 54

Consumers can combine decision rules to arrive at a final solution.

Question 55

Sometimes consumers will decide where they will buy before they determine what they will buy.

Question 56

For Tesla Motors, what are aspects such as fuel efficiency, a network of Supercharger charging stations, software applications, and other Tesla performance characteristics examples?

A) features
B) benefits
C) categories
D) elements

Question 57

Which of the following describes the idea that perfectly rational decisions are not always feasible due to constraints found in information processing?

A) limited capacity
B) limited rationality
C) bounded rationality
D) bounded capacity

Question 58

What is the term for a performance characteristic of an object?

A) benefit
B) feature
C) criterion
D) element

Question 59

Ava is considering three criteria when selecting a new winter parka: shell, insulation, and sourcing ethics. She has come down to two brands Canada Goose and North Face. What is the term for the evaluative criteria that are related to her actual choice?

A) primary criteria
B) performance criteria
C) consideration criteria
D) determinant criteria

Question 60

Compensatory rules are often used in low-involvement situations.

Question 61

Which of the following are mental representations of stored knowledge about groups of products?

A) product metrics
B) product categories
C) product segments
D) product sections

Question 62

Which term refers to a characteristic that allows a consumer to diagnose something distinctive about an alternative?

A) diagnostic
B) underlying attribute
C) signal
D) determinator

Question 63

When deciding which refrigerator to purchase, consumers usually evaluate different models across a set of characteristics such as size and energy costs, instead of just picking one based on overall feeling toward a specific model. What kind of evaluation is this?

A) affect-based
B) attribute-based
C) limited
D) benefit-based

Question 64

Which of the following are mental assessments of the presence of attributes and the benefits associated with those attributes?

A) judgments
B) differentiations
C) decision rules
D) selection criteria

Question 65

Perceptual attributes can easily be evaluated prior to the actual purchase. What is another term for perceptual attributes?

A) search qualities
B) superordinate qualities
C) subordinate qualities
D) experience qualities

Question 66

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

A) attribute-based
B) feature-based
C) benefit-based
D) affect-based

Question 67

Underlying attributes are often perceived only during consumption. What is another term for underlying attributes?

A) search qualities
B) subordinate qualities
C) consumption qualities
D) experience qualities

Question 68

Joseph A. Bank, a men's clothing store, has recently started advertising weekly sales such as "three suits for the price of one," or "get 30% off your first item, 50% off the second, and 70% off the third." This type of advertising might result in consumers thinking the quality is not very good in order to offer such deep discounts. How are the advertising and promotion being used?

A) as a signal
B) as a cue
C) as a determinant attribute
D) as an underlying attribute

Question 69

Size, shape, colour, and price are all examples of which type of attributes?

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

Question 70

It is difficult for consumers to assess the quality of a product just by looking at it. Oftentimes, consumers must use a product to determine the quality level, and even then it is still sometimes difficult to determine the quality. Which type of attribute is quality?

A) search
B) underlying
C) secondary
D) subordinate

Question 71

What type of attributes is not readily apparent and can be learned only through experience with the product?

A) experiential
B) secondary
C) subordinate
D) underlying

Question 72

Diet Coke is a brand of soft drink. Which level of product category is this an example of?

A) secondary
B) tertiary
C) subordinate
D) superordinate

Question 73

Jane purchased her car just based on the fact that she liked it. She didn't spend any time looking at the specific features compared to other brands when deciding to purchase the car. Which type of evaluation process did Jane use?

A) attribute-based
B) affect-based
C) feature-based
D) benefit-based

Question 74

What are the two different levels of product categories?

A) primary or secondary
B) feature or affect
C) utilitarian or hedonic
D) superordinate or subordinate

Question 75

Which of the following is NOT a factor that influences the type of criteria consumers use when evaluating alternatives?

A) social influences
B) financial resources
C) product knowledge
D) expert opinions

Question 76

Which type of product category is "vehicles" an example of?

A) subordinate
B) utilitarian
C) superordinate
D) attribute-based

Question 77

Many sales managers are assessing whether equipping their sales force with tablets, such as Apple's iPad or Samsung's Galaxy, will be beneficial. The managers will make mental assessments of the features available and the benefits they offer as well as the value provided by those benefits. What is the term for this thought process?

A) decision rules
B) determinant criteria
C) judgments
D) feature analyses

Question 78

In which type of evaluation process are alternatives evaluated across a set of characteristics that are considered relevant to the purchase situation?

A) attribute-based
B) rationally based
C) affect-based
D) elaborative

Question 79

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

A) primary
B) superordinate
C) pinnacle
D) abstract

Question 80

What type of attributes is visually apparent and easily recognizable?

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