Question 1

A consumer was deciding among three vacation options and ended up choosing the one that actually performed the worst on the most important attribute, price. Which type of decision rule was the consumer using that allowed this alternative to be selected?
A) conjunctive
B) lexicographic
C) exception
D) compensatory

Accepted Answer

The compensatory decision rule allows a consumer to evaluate each option by considering all attributes and trade-offs, meaning a poor performance on one attribute (like price) can be compensated by better performance on other attributes.

Question 2

Lisa is evaluating different brands of sewing machines and has determined the features that are important to her. She has decided that all features must meet or surpass a mental cutoff of four for an alternative to be selected. Which decision rule is Lisa using?
A) compensatory
B) conjunctive
C) lexicographic
D) minimum criteria

Accepted Answer

Lisa is using the conjunctive decision rule, which requires that all features meet or surpass a certain cutoff level for an alternative to be considered acceptable.

Question 3

Carl is evaluating an xBox 360, a PS3, and a Nintendo Wii and has identified attributes to compare, such as price, game options, DVD players, and so on. He has decided that a game player must score above his minimum cutoffs. However, he has set these minimum cutoffs relatively high, and he will select the one that exceeds the relatively high cutoff on any attribute he's identified. Which decision rule is Carl using?
A) conjunctive
B) disjunctive
C) lexicographic
D) compensatory

Accepted Answer

Carl is using the disjunctive decision rule, which means he will select any option that exceeds the high cutoff on any attribute. This is different from conjunctive decision rule, which requires all attributes to meet or exceed the cutoffs, and lexicographic and compensatory decision rules which take into account the relative importance and trade-offs between attributes.

Question 4

Using which rule does the consumer set minimum mental cutoff points for various features and rejects any product that fails to meet or exceed this cutoff point across all features?
A) compensatory
B) conjunctive
C) conjoint
D) lexicographic

Accepted Answer

This rule is known as the conjunctive rule, where the consumer sets a minimum cutoff point for each feature and only selects products that meet or exceed that cutoff for all features. In other words, all features are equally important and none can be compromised on, hence the conjunctive rule. The compensatory rule allows for trade-offs across features, the conjoint rule involves evaluating products based on multiple combinations of features, and the lexicographic rule involves selecting the product with the highest score on the most important feature, regardless of the scores on other features.

Question 5

Jose is trying to determine the actual quality of different brands of lawn mowers by looking at Consumer Reports ratings. What type of quality is this an example of?
A) absolute
B) primary
C) measurable
D) objective

Accepted Answer

Consumer Reports ratings provide objective information about the quality of different brands of lawn mowers, as they are based on standardized tests and evaluations.

Question 6

Using which type of decision rule does a consumer set a minimum, but usually high, mental cutoff for various features and select the product that meets or exceeds this cutoff on any feature?
A) compensatory
B) conjunctive
C) disjunctive
D) elimination-by-aspects

Accepted Answer

The disjunctive decision rule involves setting a high threshold or cutoff for certain features and selecting any option that meets or exceeds that threshold on at least one feature. This rule allows consumers to simplify their decision-making process by eliminating options that fall short on all desired features.

Question 7

Which type of consumer choice decision rule is the attitude-toward-the -object model an example of?
A) compliance
B) subordinate
C) noncompensatory
D) compensatory

Accepted Answer

The attitude-toward-the-object model is an example of a compensatory decision rule, where consumers evaluate the overall attitude towards a product by considering various attributes and their importance, allowing positive attributes to compensate for negative ones.

Question 8

Which term is used to describe the practice of offering essentially identical products with different model numbers or names?
A) pirated goods
B) branded variants
C) brand equity
D) just noticeable difference

Accepted Answer

Branded variants refer to the practice of offering essentially identical products with different model numbers or names, often to differentiate them in the market or to target different consumer segments.

Question 9

Which of the following is NOT a type of noncompensatory rule?
A) lexicographic rule
B) conjoint rule
C) disjunctive rule
D) conjunctive rule

Accepted Answer

All options except for B are types of noncompensatory rules commonly used in decision-making. Conjunctive rule involves setting minimum cutoffs for each attribute and choosing options that meet all criteria. In contrast, conjoint rule is a type of compensatory rule that involves considering the relative importance of different attributes and combining scores across them to make a decision.

Question 10

Which type of quality can be assessed through industry specification or expert rating?
A) absolute
B) objective
C) perceived
D) legitimate

Accepted Answer

Objective quality can be assessed through industry specification or expert rating because it is based on measurable and verifiable criteria.

Question 11

Which type of 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?
A) cluster
B) conjoint
C) regression
D) factor

Accepted Answer

Conjoint 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. Cluster analysis is used to group data points into clusters based on similarity, regression analysis is used to analyze the relationship between variables, and factor analysis is used to identify underlying factors that may be responsible for observed patterns in the data.

Question 12

Which type of decision rules have strict guidelines set prior to selection, and any option that does not meet the specifications is eliminated from consideration?
A) compensatory
B) elimination
C) noncompensatory
D) subordinate rules

Accepted Answer

The answer of Which type of decision rules have strict...

Question 13

Which of the following do consumers NOT make judgments about?
A) value associated with the benefit
B) product categories
C) presence of features
D) benefits associated with features

Accepted Answer

Consumers always make judgments about the product categories they encounter, as it allows them to compare and contrast different options available to them. On the other hand, consumers make judgments about the value associated with the benefit, presence of features, and benefits associated with features, as they are important considerations in determining what product to purchase.

Question 14

A consumer researcher wants to understand the attributes that guide consumers' preferences when deciding among different brands of laundry detergent. She asks consumers to compare alternatives across levels of attributes, such as price, gentleness, and scent. These comparisons allow the researcher to determine the expected utility associated with each alternative. Which type of analysis is the researcher conducting?
A) compensatory
B) cluster
C) regression
D) conjoint

Accepted Answer

The researcher is conducting a conjoint analysis, which involves comparing alternatives across levels of attributes to determine expected utility. Compensatory analysis involves balancing positive and negative attributes, cluster analysis involves grouping similar individuals or items, and regression analysis involves analyzing the relationship between variables.

Question 15

When looking for a new refrigerator, Rebecca notices that one model has more drawers than the others. What has she noted during her evaluation process?
A) presence of features
B) feature levels
C) benefits associated with features
D) value associated with the benefit

Accepted Answer

The answer of When looking for a new refrigerator, Rebecca...

Question 16

Which type of quality is based on what a consumer understands about a product?
A) subjective
B) perceived
C) underlying
D) secondary

Accepted Answer

Perceived quality is based on what a consumer understands or perceives about a product. It is subjective and can be influenced by various factors such as brand reputation, advertising, and personal experiences.

Question 17

Which term describes the perceived relationship between attributes of products?
A) branded variants
B) brand equivalency
C) attribute correlation
D) attribute equivalency

Accepted Answer

Attribute correlation describes the perceived relationship between attributes of products. It refers to how different attributes of a product are seen as related or interconnected in the minds of consumers. Branded variants, brand equivalency, and attribute equivalency do not capture this concept.

Question 18

How does the disjunctive rule differ from the conjunctive rule?
A) With the conjunctive rule, the product that is thought to perform best on the most important attribute is selected, but with the disjunctive rule, the product that is thought to perform best on any attribute is selected.
B) With the disjunctive rule, the product that is thought to perform best on the most important attribute is selected, but with the conjunctive rule, the product that is thought to perform best on any attribute is selected.
C) The consumer sets a minimum mental cutoff in both rules, but with the disjunctive rule, the cutoff point is usually low and the product that meets or exceeds this cutoff on any feature is selected.
D) The consumer sets a minimum mental cutoff in both rules, but with the disjunctive rule, the cutoff point is usually high and the product that meets or exceeds this cutoff on any feature is selected.

Accepted Answer

The disjunctive rule differs from the conjunctive rule in that the cutoff point for the disjunctive rule is usually higher, meaning that the product must meet or exceed the high cutoff on any feature to be selected. In contrast, the conjunctive rule requires the product to perform well on all important attributes. Therefore, option D accurately describes the difference between the disjunctive rule and the conjunctive rule.

Question 19

What are the two major types of rules that consumers use when selecting products?
A) primary and secondary
B) utilitarian and hedonic
C) compensatory and noncompensatory
D) feature-based and attribute-based

Accepted Answer

Consumers use either compensatory or noncompensatory rules when selecting products. Compensatory rules take into account both positive and negative attributes of a product, while noncompensatory rules only consider certain important attributes without balancing the positive and negative factors.

Question 20

Which type of decision rule allows consumers to select products that may perform poorly on one attribute by accommodating for the poor performance by good performance on another attribute?
A) compensatory
B) compromise-based
C) superordinate
D) subordinate

Accepted Answer

Compensatory decision rule allows consumers to compensate for the poor performance of a product on one attribute by considering the good performance of the same product on another attribute. In contrast, the compromise-based decision rule focuses on finding products that perform adequately on all attributes, while the superordinate and subordinate decision rules are not relevant to this context.

Quiz 13: Decision Making II: Alternative Evaluation and Choice

A consumer was deciding among three vacation options and ended up choosing the one that actually performed the worst on the most important attribute, price. Which type of decision rule was the consumer using that allowed this alternative to be selected?

Lisa is evaluating different brands of sewing machines and has determined the features that are important to her. She has decided that all features must meet or surpass a mental cutoff of four for an alternative to be selected. Which decision rule is Lisa using?

Using which rule does the consumer set minimum mental cutoff points for various features and rejects any product that fails to meet or exceed this cutoff point across all features?

Jose is trying to determine the actual quality of different brands of lawn mowers by looking at Consumer Reports ratings. What type of quality is this an example of?

Using which type of decision rule does a consumer set a minimum, but usually high, mental cutoff for various features and select the product that meets or exceeds this cutoff on any feature?

Which type of consumer choice decision rule is the attitude-toward-the -object model an example of?

Which term is used to describe the practice of offering essentially identical products with different model numbers or names?

Which of the following is NOT a type of noncompensatory rule?

Which type of quality can be assessed through industry specification or expert rating?

Which type of 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?

Which type of decision rules have strict guidelines set prior to selection, and any option that does not meet the specifications is eliminated from consideration?

Which of the following do consumers NOT make judgments about?

When looking for a new refrigerator, Rebecca notices that one model has more drawers than the others. What has she noted during her evaluation process?

Which type of quality is based on what a consumer understands about a product?

Which term describes the perceived relationship between attributes of products?

How does the disjunctive rule differ from the conjunctive rule?

What are the two major types of rules that consumers use when selecting products?

Which type of decision rule allows consumers to select products that may perform poorly on one attribute by accommodating for the poor performance by good performance on another attribute?