Deck 10: Product Consideration, Evaluation, and Choice

Question 1

The attraction effect suggests that adding a similar but inferior product to a product line hurts the overall image of the product line.

Answer 1

False

Question 2

According to the attraction effect, a company should never encourage consumers to consider competitors' brands, even if a competitor offers an inferior brand.

Answer 2

False

Question 3

Consumers frequently consider as many as 15 brands at a time when making a choice.

Answer 3

False

Question 4

For a brand to be in the consideration set, it must first have been in the evoked set.

Question 5

Average or moderate brands are more likely to chosen from the consideration set when a person has to justify his/her decision.

Question 6

Sitting at horne trying to decide which restaurant to go to for dinner is an example of a memory-based choice.

Question 7

In mixed choice, consumers can see some brands and have to recall others.

Question 8

Brand loyalty can reverse the stimulus-based choice (over memory-based) choice advantage.

Question 9

Looking at an online menu and trying to decide what to order is an example of mixed choice.

Question 10

The part-list cuing effect suggests that by getting his/her product into the consumer's mind, a salesperson can actually decrease the probability that other brands will be retrieved from memory.

Question 11

In attitude-based choice, choice is based on overall evaluations of brands.

Question 12

Consideration sets are always formed at point of purchase.

Question 13

As the number of brands in the consideration set increased, the chance of our brand being chosen decreases.

Question 14

The part-list cuing effect can actually help consumers be quick and efficient in decision making.

Question 15

One way marketers try to influence a consumer's consideration set is through part-list cuing, which is presenting the names of just some brands when the consumer is trying to recall as many brands as possible.

Question 16

The consideration set will typically contain a subset of the total number of alternatives available in the marketplace.

Question 17

Marketers need to understand consumer evaluation strategies because such strategies ultimately affect consumer choice.

Question 18

Depending on what it is compared to, nearly any brand can be a "compromise" brand.

Question 19

Consumers usually prefer a memory brand over a stimulus brand.

Question 20

Stimulus brands typically enjoy a choice advantage because consumers may recognize that they have forgotten important details about memory brands.

Question 21

All of the brands I can recall or remember at any time, regardless of whether I would actually consider purchasing them, is called what?

A)The affect set
B)The evoked set
C)The choice set
D)Attitude Accessibility
E)The consideration set

Question 22

Which of the following statements about the consideration set is false?

A)If a brand is not in the consideration set, it will not be purchased.
B)As the number of brands in consideration set increase, the chances of our brand being selected decrease.
C)A consideration is always at least 2 brands.
D)Brands in the consideration set can come from point-of-sale.
E)One way to increase choice of my brand being selected is to control the entrance of competitors' brands into the consideration set.

Question 23

The MODE model is a dual-process model.

Question 24

consists of all of the brands a person will consider purchasing.

A)Evoked set
B)Brand recall set
C)Consideration set
D)Primary decision set
E)Brand awareness set

Question 25

The simulation heuristic is most closely tied to similarity.

Question 26

Heuristic processing is more likely when buying ketchup and less likely when buying furniture.

Question 27

For attribute-based choice to work, a prior brand attitude must exist.

Question 28

According to your readings, puffery is illegal in the United States.

Question 29

The lexicographic heuristic involves choosing the best brand on the basis of its most important attribute.

Question 30

The additive-difference heuristic involves comparing alternatives on an attribute selected probabilistically and eliminating or rejecting alternatives that do not meet a minimum cutoff point on this attribute.

Question 31

An important piece of information often overlooked due to the simulation heuristic is the base rate.

Question 32

Regression to the mean tells us that unusual events are usually followed by more typical events.

Question 33

The MODE model states that motivation and opportunity must be high for consumers to use choice heuristics.

Question 34

The conjunctive heuristic involves choosing the best brand on the basis of all of its most important attributes.

Question 35

The lexicographic heuristic involves setting a minimum acceptable cutoff level for each attribute and selecting the first alternative that meets the minimum standard for all attributes.

Question 36

Sally believes if she just keeps playing the lottery, eventually she will win.Sally is suffering from the law of large numbers bias.

Question 37

In compensatory choice strategies, good attributes can make up for bad attributes.

Question 38

In attribute-based versus attitude-based choice, attitude information is typically more accessible than specific
attribute information (meaning the information is easier to recall); but when there are few obvious differences among brands, attribute information is considered more diagnostic than attitude information (meaning the information is relevant to distinguishing between choices.)

Question 39

Thinking about the attributes you don't want often leads to different choices than does thinking about the attributes you want.

Question 40

Culture does not influence consumer decision making.

Question 41

Which of the following about heuristics is false?

A)Heuristics enable us to make decisions quickly and easily.
B)Persuasion heuristics influence consumers' beliefs and attitudes.
C)The MODE model is a type of choice heuristic.
D)Heuristic processing is particularly likely when a decision is perceived as unimportant.
E)Heuristics can lead consumers to overlook important information.

Question 42

Which of following statements about attribute-based versus attitude-based choice is false?

A)In attitude-based choice, people make choices based on overall evaluations of brands.
B)Attribute information is typically more accessible than attitude information, which means the information is easier to recall.
C)Attribute-based choice is often preferred when brands are very similar overall.
D)Attribute information is considered more diagnostic than attitude information.(Diagnostic means that the information is relevant to distinguishing between choices.)
E)Attitude-based choice can only happen if a brand attitude exists.

Question 43

Which statement regarding heuristics is true?

A)Heuristics involve effortful processing.
B)Heuristics are useful tools that managers should use more often.
C)Heuristics use the scientific approach to form predictions
D)Heuristics are cognitive shortcuts.
E)None of the above is true.

Question 44

Which of the following influences decision difficulty?

A)Number of brands considered
B)Number of attributes considered
C)Time pressure
D)Number of brands available
E)All of the above influence decision difficulty.

Question 45

Samantha is getting married.She is currently evaluating six different catering companies to cater the reception. What concept helps best explain Samantha's consideration set?

A)Memory-based choice
B)Subjective rationality
C)Heuristic-based choice
D)Attribute-based choice
E)Miller's Rule

Question 46

Every time Kirk shops for wine, he chooses which brand to purchase based on the how expensive the bottles are. He tries to choose one that isn't too cheap.Kirk is using what type of heuristic?

A)Simulation heuristic
B)Price-quality heuristic
C)Rationalization heuristic
D)Price-segmentation heuristic
E)Representativeness heuristic

Question 47

heuristics are used to influence consumers' beliefs and attitudes.

A)MODE
B)Persuasion
C)Attraction
D)Prediction
E)Choice

Question 48

Tina is driving down Main Street in the town where she lives trying to decide where to eat lunch.Many of the restaurants are right on this street and she can see their signs.Others are nearby, but she can't see them- she has to recall them.What type of choice strategy is this?

A)Stimulus-based choice
B)Memory-based choice
C)Mixed choice
D)Normative choice
E)Heuristic choice

Question 49

John sells televisions at Best Buy (a local electronics store).He get an extra commission if he sells the Best Buy brand, "Insignia." So, when he talks to customers, instead of comparing all of the brands the store carries, he tries to focus the customer in on just one or two other brands and compares those to the Insignia.In this way, he can limit the number of brands the customer considers.In thinking about your readings on consumer decision-making, this is an example of what concept?

A)Part-list cuing
B)Price-quality heuristic
C)Attraction effect
D)Compromise effect
E)Anchoring-and-adjustment heuristic

Question 50

Which of the following phenomenon is not a consumer consideration set phenomenon or influence?

A)Regression to the mean effect
B)Part-list cuing effect
C)Attraction effect
D)Compromise effect
E)All of the above are consideration set influences.

Question 51

Consumers are most likely to use heuristics when involvement is and processing load is .

A)high; high
B)high; low
C)low; high
D)low; low
E)All of the above are correct.

Question 52

The manner in which products are displayed on a grocer shelf has little effect on consumer choice when consumer attitudes are highly accessible from memory.This hypothesis is most consistent with which theory?

A)Theory of Reasoned Action
B)Information Integration Theory
C)MODE Model
D)Expectancy Disconfirmation Model
E)Dissonance Reduction Model

Question 53

Which of the following is not a type of heuristic?

A)Persuasion heuristics
B)Opportunity heuristics
C)Choice heuristics
D)Prediction heuristics
E)All of the above are types of heuristics.

Question 54

The compromise effect is increased under what condition?

A)Having to justify the decision to someone else
B)Buying a gift for a friend
C)When the consideration set is less than 3 brands
D)When involvement is high
E)Buying a product for oneself

Question 55

Reminding consumers about some brands decreases consumer memory for other brands.This phenomenon is known as the:

A)direction-of-comparison effect
B)anchoring-and-adjustment effect
C)attraction effect
D)compromise effect
E)None of the above is correct.

Question 56

Consumers very typically consider between 5 and 9 brands when making product purchase decisions.What concept helps best explain why this is so?

A)Memory-based choice
B)Rationalization
C)Miller's rule
D)The consideration set
E)None of the above is correct.

Question 57

Sales of the Williams-Sonoma $275 horne bread baking increased when Williams-Sonoma introduced a larger and more expensive model.This is an example of which phenomenon?

A)law of large numbers effect
B)part-list cuing effect
C)attraction effect
D)compromise effect
E)MODE model effect

Question 58

What does M.O.D.E.stand for in the MODE model?

A)Motivation; Opportunity; Determinants
B)Memory; Opportunity; Decisions; Emotions
C)Memory; Opinions; Decision; Emotions
D)Motivation; Opinions; Determinants
E)None of the above is correct.

Question 59

Reading the movie listing off a theatre's web site and trying to decide what movie to see is an example of:

A)stimulus-based choice
B)memory-based choice
C)mixed choice
D)normative choice
E)heuristic choice

Question 60

Adding a similar but inferior decoy product to a product line increases the attractiveness of the other products.This is known as the:

A)part-list cuing
B)price-quality heuristic
C)attraction effect
D)compromise effect
E)anchoring-and-adjustment heuristic

Question 61

Which of the following heuristics is most clearly memory based?.

A)Representativeness heuristic
B)Availability heuristic
C)Simulation heuristic
D)Framing effect
E)Anchoring-and-adjustment heuristic

Question 62

Which of the following is not an attribute-based heuristic?

A)Disjunctive heuristic
B)Lexicographic heuristic
C)Elimination-by-aspects heuristic
D)Additive-difference heuristic
E)All of the above are attribute-based heuristics.

Question 63

When Jim flies horne from school for break, he always chooses the cheapest flight possible.He feels this is the most important attribute of ticket purchase.(He doesn't care about carrier or flight time.) This is an example of what type of heuristic thinking?

A)The lexicographic heuristic
B)A disjunctive heuristic
C)The attitude heuristic
D)A elimination-by-aspects heuristic
E)A peripheral cue heuristic

Question 64

You hear a small group of people talking about a movie at a party.Everyone in the group seems to have liked the movie.You assume the movie must be good.This assumption is based on what bias?

A)The law of large numbers
B)The representativeness heuristic
C)Anchoring-and-adjustment heuristic
D)The compromise effect
E)The base rate effect

Question 65

Suppose an insurance salesman in Southern California is trying to predict the likelihood of a client's house being damaged by an earthquake in order to estimate insurance premium costs.Within the last several weeks, there were three moderate earthquakes that received lots of media coverage and several stories in the news related to earthquakes.In what cognitive heuristic is the salesman most likely to engage?

A)Representativeness heuristic
B)Availability Heuristic
C)Lexicographic Heuristic
D)The Price/Quality Heuristic
E)The Anchoring-and-Adjustment Heuristic

Question 66

The first time Mark flew Rover Airlines, he had a terrible customer service experience.Thus, he was very surprised that his next two flights were quite average in terms of service.Mark's is experiencing what bias?

A)The law of large numbers
B)The gambler's fallacy
C)The base rate effect
D)Regression to the mean
E)None of the above are correct.

Question 67

In a choice strategy, good attributes can make up for bad attributes.The "Frequency of Good and Bad Features Heuristic" is an example of this type of choice strategy.

A)attribute-based
B)conjunctive heuristic
C)compensatory
D)non-compensatory
E)None of the above is correct.

Question 68

Selecting a brand by systematically rejecting all brands that do not have the key feature you want, attribute by attribute until one brand remains is known as which choice heuristic?

A)Lexicographic heuristic
B)Additive-difference heuristic
C)Conjunctive heuristic
D)Elimination-by-aspects heuristic
E)Price-quality heuristic

Question 69

If a consumer believe that Sony televisions are high quality, he/she may conclude that Sony DVD players are similarly high in quality.This is most clearly an example of what type of heuristic?

A)Additive-difference heuristic
B)Attraction effect
C)Representativeness heuristic
D)Price-quality heuristic
E)Simulation heuristic

Question 70

Why would a moderately priced camera probably be selected over a low priced or a high priced camera?

Question 71

Buying the first brand that is satisfactory on all attributes in an example of which choice heuristic?

A)Lexicographic heuristic
B)Additive-difference heuristic
C)Conjunctive heuristic
D)Elimination-by-aspects heuristic
E)Price-quality heuristic

Question 72

Which of the following heuristics is similarity based?

A)Representativeness heuristic
B)Availability heuristic
C)Simulation heuristic
D)Anchoring-and-adjustment heuristic
E)Miller's rule

Question 73

Why do consumers rarely have very large consideration sets?

Question 74

Defrne stimulus-based, memory-based, and mixed choice.

Question 75

Fill in the blanks: based."
Choice models are attitude-choice based.But, choice models attribute-choice

A)Mixed-based; stimulus-based
B)Noncompensatory; compensatory
C)Attitude heuristic; mixed choice
D)Memory-based; stimulus-based
E)Compensatory; noncompensatory

Question 76

Suggestive selling in stores, such as signs that read: "6 apples for $1.99" and "Limit 12 bottles per customer" and "Buy 2 for the price of 1" take advantage of what prediction heuristic?

A)Frequency of good and bad features heuristic
B)Price -Quality heuristic
C)Simulation heuristic
D)Representativeness heuristic
E)Anchoring-and-Adjustment heuristic

Question 77

Identify the ways in which to influence the consideration set discussed in your readings.

Question 78

How can a manager use the attraction effect?

Question 79

Joe is trying to decide where to eat dinner tonight.He considers the local restaurant around the comer from his apartment, and recalls that the last time he ate there, the service was poor and the food was cold when it arrived.He figures the chances of bad service again tonight are high so he decides to go somewhere else.What heuristic is Joe engaging in?

A)Representativeness heuristic
B)Availability Heuristic
C)Lexicographic Heuristic
D)The Price/Quality Heuristic
E)The Anchoring-and-Adjustment Heuristic

Question 80

Which heuristic involves forming predictions based on the ease with which a situation can be imagined?

A)Representativeness heuristic
B)Availability heuristic
C)Simulation heuristic
D)Framing effect
E)Anchoring-and-adjustment heuristic