Question 1

Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria?
A) usage situation
B) competitive context
C) advertising effects
D) experience
E) social influences

Accepted Answer

The situation in which a product or service is used can have important influences on the criteria used to make a choice.

Question 2

Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than $1,200, the computer must weigh no more than 4 pounds, and battery life must be at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet all of these minimum requirements, he will not consider it further. Which decision rule is Conrad using?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory

Accepted Answer

The conjunctive decision rule is frequently used to reduce the size of the information processing task to some manageable level.

Question 3

Which of the following is NOT a decision rule used by consumers?
A) conjunctive
B) disjunctive
C) lexicographic
D) compensatory
E) conjoint

Accepted Answer

The five decision rules are conjunctive, disjunctive, elimination-by-aspect, lexicographic, and compensatory.

Question 4

Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory

Accepted Answer

If two or more brands tie on this attribute, they are evaluated on the second most important attribute.

Question 5

Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand?
A) conduct blind tests
B) form brand alliances
C) use two-sided messages
D) form conjoint alliances
E) form conjunctive alliances

Accepted Answer

For example, a new brand of ice cream using M&Ms would gain from M&Ms' quality image.

Question 6

Which type of test is one in which the consumer is not aware of the product's brand name?
A) surrogate tests
B) generic tests
C) blind tests
D) primary tests
E) perceptual tests

Accepted Answer

Blind tests enable marketers to evaluate the functional characteristics of the product without the halo effect of the brand name or the firm's reputation.

Question 7

Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level) and says that all brands that meet or exceed the performance level for any key attribute are considered acceptable?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory

Accepted Answer

When the disjunctive decision rule is used by a target market, it is critical to meet or surpass the consumers' requirements on at least one of the key criteria.

Question 8

Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of Use = 3, which of the following computers would be chosen using the conjunctive decision rule? 
A) Dell
B) NEC
C) Compaq
D) There is not enough information to decide.
E) None of the above computers would be chosen.

Accepted Answer

The conjunctive decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards.

Question 9

Which of the following is a noncompensatory decision rule?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) all of the above

Accepted Answer

These rules are all noncompensatory, which means that good performance on one evaluative criterion cannot compensate for poor performance on another.

Question 10

Which of the following is a decision rule used by consumers?
A) conjunctive
B) disjunctive
C) lexicographic
D) compensatory
E) all of the above

Accepted Answer

Consumers commonly use five decision rules; more than one rule may be used in any given decision.

Question 11

Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory

Accepted Answer

The conjunctive decision rule is frequently used to reduce the size of the information-processing task to some manageable level.

Question 12

Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule? 
A) Sony
B) Sanyo
C) Pioneer
D) Sony and Pioneer would be considered further.
E) None of the above compact disc players would be chosen.

Accepted Answer

The lexicographic decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute.

Question 13

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? 
A) NEC
B) Compaq
C) Dell
D) Compaq and Dell would be considered further.
E) Compaq and NEC would be considered further.

Accepted Answer

The disjunctive decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute.

Question 14

A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate?
A) blind test
B) brand alliance
C) two-sided message
D) conjoint alliance
E) conjunctive alliance

Accepted Answer

Firms with a limited reputation sometimes form a brand alliance with a reputable firm so as to gain from the quality associated with the known brand.

Question 15

Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation?
A) surrogate tests
B) generic tests
C) blind tests
D) primary tests
E) perceptual tests

Accepted Answer

Blind tests test are those where the consumer is not aware of the product's brand name.

Question 16

Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Because several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory

Accepted Answer

The elimination-by-aspects rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion; all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains.

Question 17

Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule? 
A) Sony
B) Sanyo
C) Pioneer
D) Sony and Pioneer would be considered further.
E) none of the above

Accepted Answer

The elimination-by-aspects rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion; all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains.

Question 18

Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion and requires that all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory

Accepted Answer

Using the elimination-by-aspects rule, the consumer ends up with a choice that has all the desired features of all the other alternatives, plus one more.

Question 19

Given the following importance weights Price = 50, Quality = 40, and Ease of Use = 10, which of the following computers would be chosen using a compensatory decision rule? 
A) Dell
B) a tie between Compaq and Dell
C) NEC
D) Compaq
E) a tie between NEC and Dell

Accepted Answer

The compensatory decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant evaluative criteria will be chosen.

Question 20

The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this?
A) surrogate tests
B) generic tests
C) blind tests
D) primary tests
E) perceptual tests

Accepted Answer

Blind tests enable marketers to evaluate the functional characteristics of the product without the halo effect of the brand name or the firm's reputation.

Quiz 16: Alternative Evaluation and Selection

Which of the following is NOT a decision rule used by consumers?

Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute?

Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand?

Which type of test is one in which the consumer is not aware of the product's brand name?

Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level) and says that all brands that meet or exceed the performance level for any key attribute are considered acceptable?

Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of Use = 3, which of the following computers would be chosen using the conjunctive decision rule?

Which of the following is a noncompensatory decision rule?

Which of the following is a decision rule used by consumers?

Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards?

Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule?

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule?

A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate?

Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation?

Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule?

Given the following importance weights Price = 50, Quality = 40, and Ease of Use = 10, which of the following computers would be chosen using a compensatory decision rule?

The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this?