Question 1

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

Accepted Answer

Consumers may not always have a thorough understanding of all the criteria that should be considered when evaluating alternatives. They may rely on biased information, personal preferences, or incomplete knowledge, leading to suboptimal decisions.

Question 2

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

Accepted Answer

Perceived quality is the quality of a product that is assessed by the customer based on their subjective evaluation of the product's attributes and benefits. It is not based on industry specifications or expert ratings.

Question 3

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

Accepted Answer

Perceptual maps are a tool that marketers use to assess consumers' choice criteria by visually representing the perceived attributes of different products or brands.

Question 4

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.

Accepted Answer

Consumers often rely on existing category knowledge as a reference point to form expectations and attitudes toward new products, even if the new product is quite different from existing options. This helps them make sense of how the new product fits into their understanding of similar products.

Question 5

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

Accepted Answer

Perceptual attributes are related to the sensory experience of consumers, such as color, texture, and appearance. Therefore, a consumer looking for a dress in a particular color is concerned with the perceptual attribute of the dress.

Question 6

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

Accepted Answer

Perceptual attributes are often used as cues to infer underlying attributes. For example, the color and texture of food can signal freshness and quality. The design and packaging of a product can signal its functionality and durability. Therefore, evaluating perceptual attributes can be important in decision making about a product.

Question 7

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

Accepted Answer

The importance of a criterion in determining the choice of a product often varies depending on the situation in which the product is consumed. Different situations can highlight different needs or preferences, making certain criteria more or less important.

Question 8

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

Accepted Answer

The answer of The perceptual attributes of a product are...

Question 9

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

Accepted Answer

Richard's focus on safety suggests his decision was made based on practicality and a desire to maximize the benefits of his purchase (i.e. protection and security). This aligns with a utilitarian criterion as the basis for decision-making.

Question 10

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

Accepted Answer

Market mavens are considered as experts or influential people in a specific market who have a great deal of knowledge regarding various products and brands. They can guide consumers in their purchasing decisions by directing them towards particular product attributes, highlighting key features, and providing information about market trends. Hence, market mavens are considered as trusted sources who can help consumers in making informed choices.

Question 11

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

Accepted Answer

The answer of When Arthur decided that it was time...

Question 12

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.

Accepted Answer

This statement is true. Perception of differences in stimuli helps consumers make accurate judgments when evaluating alternatives. It allows them to distinguish between options and choose the one that best fits their needs and preferences.

Question 13

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

Accepted Answer

There is evidence to suggest that perceived quality, purchase intentions, and customer satisfaction can be improved by making consumers wait. This is known as the "delayed gratification effect" and it can create a sense of anticipation and excitement around the product or service, leading to a greater appreciation and satisfaction when finally experiencing it. Furthermore, waiting can also create a perception of perceived scarcity or exclusivity, which adds value to the product or service in the eyes of the consumer. However, it should be noted that this strategy may not work for all customers and products, and excessive waiting times could lead to frustration and negative perceptions.

Question 14

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

The answer of Consumers display the tendency to jump to...

Question 15

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

Accepted Answer

The statement is reversed. Superordinate categories are more general and broader in scope than subordinate categories.

Question 16

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

Accepted Answer

Hank's acknowledgement of the lawn mower's superior quality suggests that he is referring to its underlying attributes, meaning the features and characteristics of the product that are not immediately visible but contribute to its performance and value.

Question 17

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

Accepted Answer

The underlying attributes of a product are not visually apparent and easily recognizable. These include factors such as the quality, durability, functionality, and performance of the product which are not immediately visible to the consumer.

Question 18

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

Accepted Answer

This is known as the "price-quality heuristic" where consumers tend to associate high price with high quality, even if there is no real evidence to support it.

Question 19

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

Accepted Answer

The Honda Accord, being a specific type of sedan, falls into the subordinate category. This is because it is a more specific classification within the broader category of cars or vehicles.

Question 20

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

Accepted Answer

Objective quality refers to the quality of a product based on measurable factors such as durability, reliability, and functionality. Consumer perceptions may not always align with these objective measures of quality.

Quiz 13: Decision Making II: Alternative Evaluation and Choice