Deck 13: Decision Making Ii: Alternative Evaluation and Choice

Question 1

Determinant criteria remain constant across situations.

Answer 1

False
Which criteria are determinant can depend largely on the situation in which a product is consumed.

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False
Size, shape, color, and price are perceptual attributes.

Question 4

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

Question 5

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

Question 6

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

Question 7

A feature is a performance characteristic of an object.

Question 8

Not all evaluative criteria are equally important.

Question 9

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 10

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

Question 11

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

Question 12

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

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

Perceptual attributes are not easily recognized.

Question 18

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

Question 19

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

Question 20

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

Question 21

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 22

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

Question 23

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

Question 24

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

Question 25

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

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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

Question 31

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

Question 32

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

Question 33

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

Question 34

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

Question 35

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

Question 36

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 37

Attribute variants are perceived relationships between product features.

Question 38

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

Question 39

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

Question 40

Perceived quality is based on consumer perceptions.

Question 41

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

A) Determinant criteria
B) Objective criteria
C) Subjective criteria
D) Primary criteria
E) Absolute criteria

Question 42

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

Question 43

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 44

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 45

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

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

Question 46

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

Question 47

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
E) information overload

Question 48

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

Question 49

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. These attributes, features, and benefits form the consumer's _____ when comparing alternatives.

A) evaluative criteria
B) choice criteria
C) consideration set
D) determinant criteria
E) universal set

Question 50

A performance characteristic of an object is called a(n) _____.

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

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) element
E) category

Question 52

Aspects such as gas mileage, horsepower, and other performance characteristics of an automobile are examples of _____.

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

Question 53

Which of the following are the two major types of evaluation processes?

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

Question 54

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

Question 55

Following 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 56

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

Question 57

Hans is considering three criteria when selecting a laptop computer: weight, memory, and speed. The evaluative criteria that are related to his actual choice are called _____.

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

Question 58

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 59

_____ 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) Noncompensatory criteria
E) Evaluative criteria

Question 60

Compensatory rules are often used in low-involvement situations.

Question 61

All of the following are factors that influence the type of criteria consumers use when evaluating alternatives EXCEPT _____.

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

Question 62

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

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

Question 63

Many sales managers are assessing whether equipping their salesforce with tablets, such as Apple's iPad or Motorola's Zoom, will be beneficial. They are examining the features available and the benefits they offer as well as the value provided by those benefits and comparing these two product offerings on these features, benefits, and value. Through this process, these managers will form _____, which are mental assessments of the presence of attributes and the benefits associated with those attributes.

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

Question 64

"Vehicles" is an example of which type of product category?

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

Question 65

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

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

Question 66

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
E) limited

Question 67

_____ attributes are visually apparent and easily recognizable.

A) Objective
B) Perceptual
C) Underlying
D) Primary
E) Determinant

Question 68

A characteristic that allows a consumer to diagnose something distinctive about an alternative is called a(n) _____.

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

Question 69

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

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

Question 70

The different levels of product categories can be referred to as being either _____.

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

Question 71

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

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

Question 72

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

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

Question 73

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

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

Question 74

_____ 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
E) Determinant attributes

Question 75

When deciding which refrigerator to purchase, consumers usually evaluate different models across a set of attributes, such as size and energy costs, instead of just picking one based on overall feeling toward a specific model. This example is best described as a(n) _____ evaluation.

A) affect-based
B) attribute-based
C) limited
D) benefit-based
E) long-term

Question 76

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

A) search qualities
B) determinant attributes
C) superordinate qualities
D) subordinate qualities
E) experience qualities

Question 77

It's 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. Quality is best describes as which type of attribute?

A) search attribute
B) underlying attribute
C) hidden attribute
D) secondary attribute
E) subordinate attribute

Question 78

_____ are mental representations of stored knowledge about groups of products.

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

Question 79

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. This advertising and promotion serves as a(n) _____ to consumers regarding the quality of the product sold in the store.

A) signal
B) cue
C) determinant attribute
D) underlying attribute
E) promotional influence

Question 80

Using which type of evaluation do consumers 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
E) internally-based