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Exam 13: Decision Making Ii: Alternative Evaluation and Choice

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Question 41

True/False

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New alternatives of a product will be compared to exemplars first and then to other brands that are found in the brand category.

A) True
B) False

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Question 42

Multiple Choice

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When a consumer selects a product that he or she believes performs best on the most important feature,the consumer is employing the _____ rule.

A) conjunctive
B) disjunctive
C) lexicographic
D) subordinate
E) compensatory rule

F) A) and C)
G) D) and E)

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Question 43

Multiple Choice

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When Carla had to select one among three vacation destinations,she ended up choosing the one that actually scored low on an important attribute of being tourist friendly.She chose a location that was least expensive and the most convenient to travel compared to the other two.Which of the following decision rules is most likely to have influenced Carla's choice?

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.

Noncompensatory rules are often used in low-involvement situations because these rules allow consumers to simplify their thought processes.

Which of the following 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?

Subordinate categories are abstract in nature and represent the highest level of categorization.

ENERGY BAR SCENARIO Nutrition labels on products provide considerable information for consumers. For example, a consumer deciding among the many brands of energy bars might compare three offerings: Crayton Bar, Goodie-meal Bar, and Snacky-Bar. The most important attribute for this consumer is protein content, followed by calories, taste, sugar, price and fat content. This consumer would like an energy bar with high-protein content but low in calories, sugar, fat, and price, and also one that tastes good. Information for all the attributes is found on the product nutrition label except for the taste attribute. This information is summarized in the following table: $\begin{array}{|l|l|l|l|}\hline \text { Attributes in order of importance } & \begin{array}{l}\text { Crayton } \\\text { Bar }\end{array} & \begin{array}{l}\text { Goodie-meal } \\\text { Bar }\end{array} & \begin{array}{l}\text { Snacky- } \\\text { Bar }\end{array} \\\hline \text { Protein } & 10 \text { grams } & 5 \text { grams } & 8 \text { grams } \\\hline \text { Calories } & 250 & 350 & 190 \\\hline \text { Taste } & ? & ? & ? \\\hline \text { Sugar } & 14 \text { grams } & 17 \text { grams } & \begin{array}{l}13 \\\text { grams }\end{array} \\\hline \text { Price } & & & \$ 2.50 \\\hline \text { Fat } & \$ 1.13 & \$ 1.05 & 8 \text { grams }\\\hline\end{array}$ -Refer to Energy Bar Scenario.According to product categorization,energy bars are an example of _____ categories.

Hanks arbitrarily purchased a lawn mower,neither considering its features nor the product price.However,after using the lawn mower,he acknowledged that he has not come across any other lawn mower of superior quality.In acknowledging the superior quality of the mower,Hanks is referring to its _____ attributes.

John is evaluating four brands of 3D televisions and has decided that picture quality is the most important attribute.As all of the alternatives exceeded his minimum cutoff for picture quality,he then compared them on price.An option which John perceived as too expensive was eliminated from further consideration as it exceeded the price cutoff he had set.He then compared the remaining three alternatives in terms of the number of HDMI inputs and eliminated one which did not possess the minimum number of inputs.He continued in this manner until he was left with only one of the alternatives which he finally decided to purchase.Which of the following rules did John employ to decide on his purchase?

The attitude-toward-the-object model represents a _____ approach.

The evaluative criteria that are related to the actual choice that is made are known as _____ criteria

Underlying attributes can only be learned through experience with the product.

Henry has a penchant for furniture.When he bought a new sofa,he focused on features such as size,fabric,cushions,and padding,and ignored any information irrelevant to the actual purchase.Which of the following factors contributed to Henry's selection of the sofa?

Joseph's Attire,a men's clothing store,has recently started advertising weekly sales such as "three suits for the price of one," or "get 30% off on your first item and get 50% off on the second." This type of advertising might result in consumers perceiving that the quality at Joseph's Attire is not very good as they offer such huge discounts.This kind of promotional advertising serves as a _____ to consumers regarding the quality of the product sold in the store.

When Jane and her husband decided to buy furniture,she decided to purchase a brand that her grandparents and parents had used.She didn't spend any time looking at its specific features or comparing it with other brands.All that mattered to Jane was the emotion associated with buying something closely familiar to her childhood.Which of the following types of evaluation best explains Jane's choice of brand?

The experiential decision-making process illustrates attribute-based evaluation.

Product categories are mental representations of stored knowledge about groups of products.

Visually apparent and easily recognizable attributes of a product are known as _____ attributes.

When a retailer offers a price-matching guarantee,they give off a signal that consumers will enjoy low prices when they shop at this particular store.