Deck 13: Decision Making II: Alternative Evaluation and Choice

Question 1

Hedonic criteria are largely experiential.

Answer 1

True

Question 2

Consumers tend to use information about retailer reputation as a signal of quality when the purchase involvement is low.

Answer 2

True

Question 3

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

Answer 3

False

Question 4

Hedonic criteria pertain to economic aspects associated with an alternative.

Question 5

The efforts by companies to improve the objective quality of their products are limited by consumer perceptions of quality.

Question 6

Affect-based evaluation is an evaluative process wherein consumers evaluate alternatives across a set of attributes that are considered relevant to the purchase situation.

Question 7

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

Question 8

In the context of product evaluation, new alternatives are compared to exemplars first and then to other brands that are found in the brand category.

Question 9

In the context of value and alternative evaluation, mood is influential when limited information is found about an alternative.

Question 10

The use of the lexicographic rule by consumers is very common because consumers usually know what features are most important, and they simply select the product that offers the best performance on those features.

Question 11

The lexicographic rule is a noncompensatory decision rule where the option selected must surpass a minimum cutoff across all relevant attributes.

Question 12

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

Question 13

Marketers position products on the determinant criteria that apply to a specific situation.

Question 14

Older consumers rely more heavily on perceptual attributes than do younger consumers.

Question 15

The perceptual attributes of a product cannot be evaluated prior to actual purchase.

Question 16

As a consumer's level of knowledge increases, he or she is able to focus on criteria that are most important in making a selection and to discount irrelevant information.

Question 17

The value that consumers believe they will receive from a product has a direct impact on their evaluation of that product.

Question 18

Subordinate product categories are abstract in nature.

Question 19

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.

Question 20

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

Question 21

In the context of the evaluation of alternatives, consumers can be relied upon to know the criteria that truly are determinant.

Question 22

Perceived quality refers to the quality of a product that is assessed through industry specification or expert rating.

Question 23

Which of the following is a tool that marketers use to assess consumers' choice criteria?

A) Attribute-based evaluation
B) Just noticeable difference
C) Attribute correlation
D) Perceptual maps

Question 24

If a product is very different from products that are currently available, consumers avoid drawing on existing category knowledge to guide their expectations and attitudes toward the new product.

Question 25

A consumer looking for a dress in a particular color is concerned with the perceptual attribute of the dress.

Question 26

When evaluating products, in some cases, perceptual attributes signal something about underlying attributes.

Question 27

Whether a certain criterion is determinant or not is independent of the situation in which a product is consumed.

Question 28

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

Question 29

When Richard decided to buy a car, he chose a model with the highest safety rating that he could get in his budget. Richard's choice is most likely based on _____.

A) hedonic motivation
B) utilitarian criterion
C) affect-based evaluation
D) conjoint analysis

Question 30

Market mavens are trusted sources who can guide consumers in focusing on various product attributes.

Question 31

When Arthur decided that it was time for him to buy a new washing machine, his primary concerns were the price and the capacity of the machine. Keeping this in mind, he compared and evaluated various brands and models. Arthur's primary focus was on the _____ of the washing machines.

A) affective attributes
B) performance attributes
C) underlying attributes
D) perceptual attributes

Question 32

The ability of consumers to make accurate judgments when evaluating alternatives is influenced by their ability to perceive differences in levels of stimuli between two options.

Question 33

Perceived quality, purchase intentions, and customer satisfaction can sometimes be improved by making consumers wait.

Question 34

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.

Question 35

In the context of product categorization, superordinate categories are more detailed than subordinate categories.

Question 36

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 _____.

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

Question 37

The underlying attributes of a product are visually apparent and easily recognizable.

Question 38

When a product has a high price, consumers often assume it will be high quality.

Question 39

In the context of product categorization, Honda Accord, a sedan, is an example of a(n) _____.

A) abstract category
B) subordinate category
C) superordinate category
D) highest-level category

Question 40

Objective quality refers to the quality of a product based on consumer perceptions.

Question 41

Jacob went to the grocery store to buy breakfast cereal. He picked up a few cereal boxes to look up their ingredients. However, after going through a few boxes, he gave up and picked two different cereal boxes at random. He did not think that collecting information about his options was worth his time. Jacob's decision is an example of _____.

A) an affect-based decision
B) an attribute-based decision
C) bounded rationality
D) instrumental rationality

Question 42

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

A) Utilitarian criteria
B) Hedonic criteria
C) Determinant criteria
D) Subordinate categories

Question 43

_____ is the perceived relationship between product features.

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

Question 44

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 _____.

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

Question 45

Ophelia wants to buy a new hair dryer. She considers four models and assigns them belief ratings from 1 = very poor to 10 = very good and importance ratings from 1 = least important to 10 = most important. She sets a mental cutoff of 5 as a selection criterion for the model. Which of the following models is Ophelia most likely to select if she employs the elimination-by-aspects rule to make the decision? $\begin{array} { | l | l | l | l | l | l | } \hline \text { Attribute } & \text { Importance } & \text { Model A } & \text { Model B } & \text { Model C } & \text { Model D } \\\hline & & \text { Belief ratings } & \text { Belief ratings } & \text { Belief ratings } & \text { Belief ratings } \\\hline \text { Low price } & 8 & 7 & 4 & 3 & 6 \\\hline \text { Power efficiency } & 6 & 4 & 6 & 7 & 8 \\\hline \text { Styling } & 9 & 8 & 7 & 6 & 7 \\\hline\end{array}$

A) Model A
B) Model B
C) Model C
D) Model D

Question 46

In the context of evaluating a car for buying, _____ is a hedonic criterion.

A) number of seats
B) fuel efficiency
C) prestige
D) safety

Question 47

In the context of product categorization, Diet Coke, a brand of cola, is an example of a(n) _____.

A) abstract category
B) highest-level category
C) subordinate category
D) superordinate category

Question 48

_____ describes the idea that perfectly rational decisions are not always feasible because of constraints found in information processing.

A) Rational ignorance
B) Rational expression
C) Instrumental rationality
D) Bounded rationality

Question 49

Sean is planning to move to an apartment closer to the city center. He feels that staying closer to the city center will reduce his daily commute. This is an example of a(n) _____.

A) feature
B) attribute
C) benefit
D) concept

Question 50

Which of the following is true of noncompensatory rules?

A) They do not have a guideline fixed prior to selection.
B) They are not used in low-involvement situations.
C) They allow consumers to simplify their thought processes.
D) They are most likely to lead to impulsive purchases.

Question 51

In the context of criteria selection when evaluating products, which of the following is true of consumer behavior?

A) Consumers use information about color, feel, and brand name when they are not concerned about purchase risks.
B) Young and inexperienced consumers rely more heavily on perceptual attributes than do older consumers.
C) Consumers use information about retailer reputation as signals about quality when the purchase involvement is high.
D) Consumers use information about brand name and price as markers of quality when they have product expertise.

Question 52

When Carla had to choose one among three vacation destinations, she chose one that scored low on an important attribute of being tourist friendly. She chose that location because it was the least expensive and the most convenient to travel to. In the given scenario, which of the following decision rules has Carla used to choose a vacation destination?

A) The conjunctive rule
B) The disjunctive rule
C) Compensatory rules
D) Noncompensatory rules

Question 53

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

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 54

Emotions play a big role in _____.

A) attribute-based evaluation
B) affect-based evaluation
C) utilitarian evaluation
D) function evaluation

Question 55

Marketers use _____ to assess consumers' choice criteria.

A) affect-based evaluation
B) just noticeable difference
C) conjoint analysis
D) attribute correlation

Question 56

_____ allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute.

A) Conjunctive rules
B) Disjunctive rules
C) Lexicographic rules
D) Compensatory rules

Question 57

Henry wanted to buy a sectional sofa with in-built recliners. He extensively researched sofas and consulted his friends before buying one. While making his final decision, he focused on features such as size, fabric, cushions, and padding and ignored irrelevant information such as popularity and decorative accessories. Which of the following factors enabled Henry to discount irrelevant information?

A) Online social network
B) Marketing communication
C) Peer influence
D) Product knowledge

Question 58

The attitude-toward-the-object model represents a _____.

A) noncompensatory approach
B) disjunctive approach
C) conjunctive approach
D) compensatory approach

Question 59

Carl wants to buy a video game console. He has identified two important attributes to compare: price and game options. Carl decides that he will reject the consoles that fail to meet the minimum cutoffs he has set for both the attributes. Which of the following decision rules is Carl employing to choose a video game console?

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

Question 60

Aaron is planning to purchase a laptop. He is assessing laptop features such as hard disk drive capacity, processor speed, weight, and screen size, as well as the benefits associated with these features. The features and benefits that Aaron is considering to assess whether a particular laptop will satisfy his requirements are referred to as _____.

A) points of reference
B) evaluative criteria
C) ordinal variables
D) underlying attributes

Question 61

Which of the following is true of benefits?

A) They play an important role in the value equation.
B) They represent the performance characteristic of an object.
C) They allow a consumer to diagnose something distinctive about an alternative.
D) They are visually apparent and easily recognizable.

Question 62

Which of the following is true of noncompensatory rules?

A) Products with poor performance on one attribute compensate for it by good performance on another attribute.
B) Any option that does not meet the specifications of consumers is eliminated from consideration.
C) Noncompensatory rules are used to understand the attributes that guide preferences by having consumers compare products across levels of evaluative criteria.
D) Consumers usually do not use noncompensatory rules to choose products.

Question 63

A(n) _____ is a perceived favorable result that is derived from the presence of a particular feature.

A) characteristic
B) attribute
C) benefit
D) touchpoint

Question 64

Henry considered only two features to finally select the laptop he wanted to buy: the efficiency of the CPU and the capacity of the hard disk drive. These features represent the _____.

A) determinant criteria
B) affect-based criteria
C) hedonic criteria
D) superordinate criteria

Question 65

In a phone with a large screen size, ease of viewing is a(n) _____.

A) feature
B) attribute
C) characteristic
D) benefit

Question 66

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

A) They are readily apparent and easily recognizable.
B) They can be easily evaluated prior to actual purchase.
C) They are often perceived only during consumption.
D) They are also referred to as search qualities.

Question 67

Nadine wants to buy a new hair straightener to style her hair. She considers four models and assigns them belief ratings from 1 = very poor to 10 = very good and importance ratings from 10 = most important to 1 = least important. She sets a mental cutoff of 5 as a selection criterion for the model. According to the lexicographic rule, which of the following models is Nadine most likely to select? $\begin{array} { | l | l | l | l | l | l | } \hline \text { Attribute } & \text { Importance } & \text { Model A } & \text { Model B } & \text { Model C } & \text { Model D } \\\hline & & \text { Belief ratings } & \text { Belief ratings } & \text { Belief ratings } & \text { Belief ratings } \\\hline \text { Low price } & 7 & 7 & 4 & 3 & 1 \\\hline \text { Power efficiency } & 6 & 6 & 6 & 5 & 8 \\\hline\end{array}$

A) Model A
B) Model B
C) Model C
D) Model D

Question 68

Mental assessments of the presence of attributes and the benefits associated with those attributes are known as _____.

A) intuitions
B) judgements
C) schemas
D) perceptual maps

Question 69

In the context of value and alternative evaluation, which of the following statements is true of the way consumers process information to solve a problem?

A) Consumers almost never minimize the effort that they put into alternative evaluation and choice.
B) Consumers do not settle for a solution just because it is good enough to solve a problem.
C) Consumers often settle for a solution that is simply good enough to solve a problem.
D) Consumers almost always maximize the effort that they put into alternative evaluation and choice.

Question 70

Which of the following is true of determinant criteria?

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 71

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

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

Question 72

Serena is evaluating two different models of hair dryers-Model A and Model B. She assigns belief ratings from 1 = very poor to 10 = very good and importance ratings from 10 = most important to 1 = least important. She sets a minimum mental cutoff point of 5 for all the features. Which of the following models is most likely to be selected by Serena if she employs the conjunctive rule to make the decision? $\begin{array} { | l | l | l | l | } \hline \text { Attributes } & \text { Importance } & \text { Model A } & \text { Model B } \\\hline & & \text { Belief ratings } & \text { Belief ratings } \\\hline \text { Low price } & 8 & 7 & 4 \\\hline \text { Styling } & 9 & 6 & 7 \\\hline \text { Power efficiency } & 6 & 8 & 10 \\\hline\end{array}$

A) Model A, as all the features have a rating above 5
B) Model B, as it has the highest power efficiency of 10
C) Model B, as it scores the highest on the styling criterion
D) Model A, as it scores highest on the low price attribute

Question 73

Identify a true statement about noncompensatory rules.

A) Product selection is guided by intuition rather than a methodology.
B) The attitude-toward-the-object model is an example of a noncompensatory rule.
C) Noncompensatory rules are often used in low-involvement situations.
D) Noncompensatory rules are used when there are only one or two options available.

Question 74

Wendy generally buys tuberoses because she likes their fragrance. She purchases them even though they are not as pretty as some other flowers. However, when she buys flowers for her friends, she chooses ornamental orchids, even though she is not particularly fond of orchids. Which of the following factors most likely guides Wendy's choice of flowers for her friends?

A) Situational influence
B) Affect-based influence
C) Conjoint analysis
D) Quantitative analysis

Question 75

When consumers need to purchase a refrigerator, they usually evaluate different models across a set of features or characteristics such as storage capacity, freezer shelving, and energy efficiency. Such an evaluation is an example of _____.

A) qualitative evaluation
B) hedonic evaluation
C) attribute-based evaluation
D) affect-based evaluation

Question 76

Which of the following decision rules is most commonly used by people?

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

Question 77

Which of the following is true of online retail stores?

A) Online retailers are beginning to build physical stores.
B) Online business seems to be declining lately.
C) The brick and mortar store sales are much better than online sales during "Black Friday and "Cyber Monday".
D) Consumers feel that they have access to a wider selection of merchandise in brick-and-mortar stores.

Question 78

Certain characteristics of an automobile such as the navigation system, the automatic gear transmission system, and safety air bags are relevant to how the automobile functions or operates. These characteristics are examples of the automobile's _____.

A) interval variables
B) benefits
C) features
D) ordinal variables

Question 79

Lisa plans to buy a sewing machine. She evaluates different brands of the product and chooses one that makes the least noise. Which of the following is most likely to account for Lisa's choice of sewing machine?

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

Question 80

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?

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