Question 1

_____ 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

Accepted Answer

Determinant criteria are the criteria that directly influence the decision-making process and are used to make the actual choice. Therefore, they are the best choice for evaluative criteria related to the actual choice made. The other options (B, C, D, E) may be relevant factors in the decision-making process, but they are not specifically related to the final choice that is made.

Question 2

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

Accepted Answer

Consumer researchers have identified four major categories of noncompensatory rules: the conjunctive rule, the disjunctive rule, the lexicographic rule, and the elimination-by-aspects (EBA) rule.

Question 3

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.

Accepted Answer

This is the conjunctive rule.

Question 4

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.

Accepted Answer

This describes noncompensatory rules.

Question 5

Better picture quality is a(n) _____ of a high-definition television.
A) element
B) feature
C) characteristic
D) criterion
E) benefit

Accepted Answer

The answer of Better picture quality is a(n) _____ of...

Question 6

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

Accepted Answer

The conjunctive and EBA rules can produce the same result if the same threshold values are applied to both rules. The conjunctive rule requires all criteria to be met, while the EBA rule aggregates weights assigned to each criterion.

Question 7

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

Accepted Answer

Bounded rationality is the idea that decision-making is limited by three constraints: cognitive limitations, imperfect information, and time constraints. This means that people cannot always make decisions that are perfectly rational due to the limitations of their cognition and the availability of information. Limited capacity, bounded capacity, and information overload all relate to the limitations of cognitive processing and are particular aspects of bounded rationality. Limited rationality is a broader term that encompasses the idea that human decision-making is inherently flawed and not fully rational, but this term does not specifically address the constraints on decision-making posed by information processing. Therefore, the best choice is C) bounded rationality.

Question 8

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

Accepted Answer

Consumers use decision rules in their daily lives when making decisions, but they don't usually use mathematical formulas. They generally make comparisons mentally, often using heuristics or rules of thumb to simplify decision-making processes.

Question 9

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

Accepted Answer

Evaluative criteria are the attributes, features, and benefits that form the basis of a consumer's decision-making process when comparing alternatives. These criteria are used by consumers to evaluate and compare different products in order to make a purchase decision. Therefore, A is the correct answer as all the features mentioned in the question are evaluative criteria. The other options are not relevant in this context.

Question 10

A performance characteristic of an object is called a(n) _____.
A) benefit
B) feature
C) criterion
D) element
E) category

Accepted Answer

A feature is a performance characteristic of an object, describing its attributes or capabilities.

Question 11

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

Accepted Answer

Benefits are perceived favorable results that a feature brings to customers. Attributes are the characteristics of a product, criterion refers to a standard for evaluation or judgment, and elements and categories are too generic and do not specifically apply to marketing or product features.

Question 12

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

Accepted Answer

These are specific attributes or characteristics of a product, which are referred to as features.

Question 13

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

Accepted Answer

The two major types of evaluation processes are affect-based (which refers to the emotional response to a product, such as liking or disliking it) and attribute-based (which refers to the evaluation of specific product features, such as its quality or effectiveness). Therefore, option D is the correct answer.

Question 14

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

Accepted Answer

Consumers often use multiple decision rules or strategies to reach a final solution. For example, they may use a compensatory decision-making approach that weighs multiple attributes of a product against each other, or they may use a non-compensatory approach that eliminates options based on certain criteria. They may also use heuristics, or mental shortcuts, to simplify the decision-making process. Overall, consumers have the flexibility to combine decision rules and adapt their approach based on the situation or their personal preferences.

Question 15

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.

Accepted Answer

This is the elimination-by-aspects rule (EBA).

Question 16

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

Accepted Answer

This statement is true. Some consumers have predetermined preferences for certain stores or brands, and will choose to shop there regardless of what specific product they are looking for. This is known as store loyalty or brand loyalty.

Question 17

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

Accepted Answer

Determinant criteria are the factors that are most important to a consumer's decision-making process and directly influence the final choice.

Question 18

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.

Accepted Answer

Compensatory rules are based on the idea that consumers are willing to trade-off between different product attributes. This means that if a product performs poorly on one attribute, consumers may still choose it if it performs well on another attribute. This is referred to as compensatory decision making. Therefore, 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 19

_____ 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

Accepted Answer

Evaluative criteria are the attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem. A, B, C, and D are subcategories of evaluative criteria.

Question 20

Compensatory rules are often used in low-involvement situations.

Accepted Answer

Noncompensatory rules are often used in these situations.

Quiz 13: Decision Making Ii: Alternative Evaluation and Choice

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

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

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.

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.

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

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

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

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

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

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

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

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

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

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.

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

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 _____.

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.

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

Compensatory rules are often used in low-involvement situations.