Q&A Hero

Q: 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? a. Conjunctive rule b. Disjunctive rule c. Compensatory rule d. Lexicographic rule e. EBA rule

Q: Melissa wants to buy a new hair dryer. She considers five models and assigns them belief ratings from 1= very poor to 10= very good, and importance ratings from 10= most important to 1=least important. She sets a mental cutoff of 5 as a selection criterion for the model. According to the lexicographic rule, which of the following models would she select? Attribute Importance Model A Model B Model C Model D Model E Belief ratings Belief ratings Belief ratings Belief ratings Belief ratings Low price 8 7 4 3 1 3 Power efficiency 6 6 6 5 8 9 Styling 9 6 7 8 7 2 a. Model D b. Model B c. Model C d. Model A e. Model E

Q: Lisa plans to buy herself a sewing machine for sewing dresses for her daughters. She evaluates different brands of the product and decides that she should get the one which makes the least noise as that would allow her to work while her children are asleep. She finally buys the one which makes the least noise. Which of the following is most likely to account for Lisa's choice of sewing machine? a. Compensatory rule b. Conjunctive rule c. Lexicographic rule d. Elimination-by-aspects (EBA) rule e. Disjunctive rule

Q: 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

Q: Melissa wants to buy a new hair dryer. She considers five models and assigns them belief ratings from 1= very poor to 10= very good and importance ratings from 10= most important to 1=least important. She wants the model to excel at any one of the three features. She sets a mental cutoff, which is equal to the highest importance rating. According to the disjunctive rule, which of the following models would she select? Attribute Importance Model A Model B Model C Model D Model E Belief ratings Belief ratings Belief ratings Belief ratings Belief ratings Low price 8 7 4 3 1 3 Power efficiency 6 6 6 5 8 2 Styling 9 8 7 6 7 9 a. Model A b. Model B c. Model C d. Model D e. Model E

Q: Melissa wants to buy a new hair dryer. She considers five models and assigns them belief ratings from 1= very poor to 10= very good and importance ratings from 10= most important to 1=least important. She sets a mental cutoff of 5 in order for the model to be selected. According to the conjunctive rule, which of the following models would she select? Attribute Importance Model A Model B Model C Model D Model E Belief ratings Belief ratings Belief ratings Belief ratings Belief ratings Low price 8 7 4 3 1 3 Power efficiency 6 6 6 5 8 2 Styling 9 8 7 6 7 9 a. Model A b. Model B c. Model C d. Model D e. Model E

Q: Serena is evaluating three different models of hair dryers, Model A, Model B, and Model C. She assigns belief ratings from 1= very poor to 10= very good and importance ratings from 10= most important to 1=least important. She sets a minimum mental cutoff point of 5 for all the features. According to the conjunctive rule, which of the following is true? Attributes Importance Model A Model B Model C Belief ratings Belief ratings Belief ratings Low price 8 7 4 3 Styling 9 6 7 4 Power efficiency 6 8 10 2 a. She selects Model A, as all the features surpass 5. b. She selects Model B, as it has the highest power efficiency of 10. c. She selects Model C, as all the features score lower than the mental cutoff. d. She selects Model B, as it scores the highest on the styling criterion which is also the most important criterion. e. She selects Model A, as it scores highest on the low price attribute.

Q: Carl wants to buy either an XBox 360, a PS3, or a Nintendo Wii. He has identified two important attributes to compare, price and game options. Carl decided that he would reject the ones that failed to meet the minimum cutoffs he sets on both the attributes. Which of following decision rules is Carl employing to choose a video game console? a. Conjunctive rule b. Ordinate rule c. Lexicographic rule d. Compensatory rule e. EBA rule

Q: 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? a. Conjunctive rule b. Lexicographic rule c. Exception rule d. Compensatory rule e. Compliance rule

Q: The attitude-toward-the-object model represents a _____ approach. a. noncompensatory b. superordinate c. conjunctive d. disjunctive e. compensatory

Q: Which of the following statements is true of noncompensatory models? a. Following the lexicographic rule, the consumer sets a minimum mental cutoff point for various features and rejects any product that fails to meet or exceed this cutoff point across all features. b. With the conjunctive rule, the cutoff point is usually high. The product that meets or exceeds this cutoff on any feature is selected. c. These models allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance on another attribute. d. Following the subordinate rule, the consumer sets a minimum mental cutoff point for various features and rejects any product that fails to meet or exceed this cutoff point across all features. e. They are often used in low-involvement situations because these rules allow consumers to simplify their thought processes.

Q: A consumer who uses strict guidelines set prior to selection, and eliminates any option that fails to meet the specifications from consideration is employing a(n) _____ rule. a. compliance b. elimination c. noncompensatory d. superordinate e. subordinate

Q: _____ 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. a. Conjunctive b. Disjunctive c. Compensatory d. Lexicographic e. Ordinate

Q: 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? a. Cluster analysis b. Conjoint analysis c. Regression analysis d. Factor analysis e. Time series analysis

Q: Which of the following statements is true about the issues that affect consumer judgments? a. Consumer judgments based on the perceived relationship between attributes of products always lead to negatively biased implications about the product. b. Brand names have an impact on consumer judgments. c. If consumers cannot tell the difference between two options, then their judgments about the products are highly accurate. d. Consumers who are highly impulsive make the best judgments. e. Brand inertia is often used by consumers as a signal of quality.

Q: The actual quality of a product that can be assessed through industry specification or expert rating is known as _____ quality. a. absolute b. objective c. perceived d. subjective e. specified

Q: The perceived relationship between the features or characteristics of products is known as _____. a. attribute hierarchy b. attribute filter c. attribute correlation d. attribute network e. attribute agreement

Q: The practice of offering essentially identical products with different model numbers or names is known as _____. a. branded valuation b. branded variants c. brand equity d. brand extension e. brand diversification

Q: When John bought himself a phone with a camera, he chose the one that could take 12-megapixel pictures over the one that could take 8-megapixel pictures. According to John, the picture resolution of the one he bought was much better than the alternative choice. In buying the camera phone with a better picture resolution, John's judgment is most likely affected by _____. a. just noticeable difference b. attribute correlation c. brand name associations d. consumer personality e. financial considerations

Q: Mental assessments of the presence of attributes and the benefits associated with those attributes are known as _____. a. judgments b. schemas c. maps d. scripts e. stereotypes

Q: Sam always makes it a point to have his coffee at Tans, a coffee shop that claims to use "authentic Tanzanian peaberry coffee." This is an example of product choice influenced by _____. a. situational influences b. expert opinions c. online sources d. social influences e. marketing communications

Q: When Kylie bought her laptop, she searched for product information at various retail sites on the Internet which helped her decide the attributes she was looking for in a laptop. This is an example of product choice influenced by _____. a. situational influences b. financial considerations c. online sources d. social influences e. marketing communications

Q: When James and his wife were looking for a new house, they acknowledged the fact that they would each consult their parents and then decide on the house to buy. Which of the following factors contribute to their evaluation of alternatives? a. Marketing communications b. Product knowledge c. Expert opinions d. Social influences e. Online sources

Q: Lisa wanted everything to be perfect when she organized a homecoming party for her husband, a soldier who was stationed in Afghanistan. Lisa consulted a well-known food critic for the menu to be served in the party. Which of the following factors is/are most likely associated with Lisa's choice of menu to be served in the party? a. Social influences b. Situational influences c. Product knowledge d. Expert opinions e. Online resources

Q: 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? a. Social influences b. Online resources c. Product knowledge d. Situational influences e. Financial concerns

Q: Wendy generally buys tuberoses as their smell freshens up her room. She purchases them even though they are not as pretty as some other flowers. However, when she buys flowers for her friends, she generally chooses ornamental orchids and anthuriums, although they don"t smell sweet. Which of the following is most likely responsible for Wendy's choice of flowers? a. Social influences b. Online resources c. Product knowledge d. Expert opinions e. Situational influences

Q: 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. a. signal b. cue c. beacon d. sensor e. code

Q: A characteristic that allows a consumer to diagnose something distinctive about an alternative is also known as a _____. a. beacon b. sample c. signal d. sensor e. code

Q: 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. a. search b. underlying c. perceptual d. content e. determinant

Q: Which of the following is true of the underlying attributes of a product? a. They are readily apparent and easily recognizable. b. They can be easily evaluated prior to actual purchase. c. They are also referred to as search qualities. d. They are used to infer the existence of perceptual attributes. e. They can only be learned through experience with the product.

Q: Underlying attributes of a product are referred to as _____ qualities. a. search b. perceptual c. consumption d. pre-purchase e. experience

Q: Which of the following is true of the perceptual attributes of a product? a. They are also referred to as search qualities. b. They are evaluated only after the actual purchase. c. They are not readily apparent or visible. d. They are learned only through experience with the product. e. They are perceived only during the consumption process.

Q: When Arthur decided that it was time for him to buy a new washing machine, his primary concern was that the price should not exceed his budget. Keeping this in mind, he evaluated various models across their prices. Arthur was most concerned with the _____ attribute of the washing machine. a. underlying b. elementary c. perceptual d. objective e. primary

Q: Visually apparent and easily recognizable attributes of a product are known as _____ attributes. a. objective b. perceptual c. underlying d. primary e. determinant

Q: Which of the following belong(s) to the subordinate product category? a. Vehicles b. Couch c. Furniture d. Clothing e. Beverage

Q: Diet Coke, a brand of soft drink, is an example of _____ category with regard to product categorization. a. primary b. inordinate c. secondary d. subordinate e. superordinate

Q: Which of the following belongs to the superordinate product category? a. Desk b. Dresser c. Furniture d. Chair e. Sofa

Q: According to product categorization, vehicles can be placed under _____ category. a. subordinate b. secondary c. inordinate d. superordinate e. primary

Q: Which of the following product category levels is abstract in nature and represents the highest level of categorization? a. Primary category b. Superordinate category c. Inordinate category d. Secondary category e. Subordinate category

Q: Mental representations of stored knowledge about groups of products are known as product _____. a. metrics b. categories c. segments d. sections e. levels

Q: When consumers need to purchase a refrigerator, they usually evaluate different models across a set of features or characteristics, such as storage capacity, freezer shelving, and energy cost efficiency. Such an evaluation is an example of a(n) _____ evaluation. a. affect-based b. attribute-based c. content-based d. belief-based e. attitude-based

Q: Which of the following types of evaluation do consumers use to evaluate alternatives across a set of features or characteristics that are considered relevant to the purchase situation? a. Attribute-based evaluation b. Benefit-based evaluation c. Belief-based evaluation d. Affect-based evaluation e. Content-based evaluation

Q: 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? a. Attribute-based evaluation b. Affect-based evaluation c. Feature-based evaluation d. Benefit-based evaluation e. Content-based evaluation

Q: Which of the following types of evaluation do consumers use to evaluate products based on the overall feeling that is evoked by the alternative? a. Attribute-based evaluation b. Content-based evaluation c. Benefit-based evaluation d. Affect-based evaluation e. Cognition-based evaluation

Q: Which of the following statements is true of consumers' information processing? a. Consumers are always rational when they are evaluating possible solutions to a problem. b. Consumers tend to have unlimited ability to process all information available in the environment. c. Consumers tend to maximize the effort they put into alternative evaluation and choice. d. Consumers tend to settle for a solution that is simply good enough to solve a problem. e. Consumers tend to consider all possible solutions to a problem as they have the ability to do so.

Q: Which of the following describes the idea that perfectly rational decisions are infeasible at times due to constraints found in information processing? a. Limited capacity b. Satisficing rationality c. Bounded rationality d. Search regret e. Information overload

Q: When Richard finally decided to buy a car, he chose a hybrid model that scored very high on being environment friendly. Which of the following criteria is most likely to account for Richard's choice of the car? a. Relative criteria b. Rational criteria c. Hedonic criteria d. Egalitarian criteria e. Utilitarian criteria

Q: Which of the following criteria pertain to functional or economic aspects associated with an alternative? a. Relative criteria b. Rational criteria c. Hedonic criteria d. Egalitarian criteria e. Utilitarian criteria

Q: When Gemma attended her high school reunion after a gap of fourteen years, she decided to wear an expensive designer dress even though a dress she bought at a sale was much more flattering. Gemma wanted to make a fashion statement and also wanted the dress to reflect her successful career as an editor for a well-known fashion magazine. Which of the following criteria is most likely responsible for Gemma's choice of dress? a. Relative criteria b. Rational criteria c. Hedonic criteria d. Egalitarian criteria e. Utilitarian criteria

Q: Which of the following criteria is associated with emotional, symbolic, and subjective attributes or benefits that are associated with an alternative? a. Discriminant criteria b. Rational criteria c. Hedonic criteria d. Cognitive criteria e. Utilitarian criteria

Q: Henry considered two criteria when he selected his laptop, efficiency of the CPU and the capacity of the hard disk drive. These features represent Henry's _____ criteria while buying the laptop. a. recombinant b. fulminant c. discriminant d. examinant e. determinant

Q: The evaluative criteria that are related to the actual choice that is made are known as _____ criteria a. determinant b. recombinant c. fulminant d. discriminant e. examinant

Q: Better picture quality is a(n) _____ of a high-definition television. a. element b. attribute c. standard d. feature e. benefit

Q: A perceived favorable result that is derived from the presence of a particular feature is known as a(n) _____. a. attribute b. benefit c. criterion d. goal e. function

Q: Certain characteristics of an automobile, such as a navigation system, automatic gear change system, and safety air bags, that are relevant to how it functions or operates, are examples of the automobile's _____. a. features b. outputs c. criteria d. objectives e. elements

Q: A performance characteristic of an object is known as its _____. a. benefit b. feature c. standard d. quality e. requirement

Q: When consumers make a decision regarding which laptop to purchase, they consider features such as, hard-disk size, processor speed, weight, and screen size, as well as the benefits associated with these features. These features that consumers consider while assessing whether a particular laptop will satisfy their requirement can be best described as the _____ criteria. a. evaluative b. associative c. recombinant d. adaptive e. accumulative

Q: The attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem are known as _____ criteria. a. associative b. adaptive c. evaluative d. recombinant e. accumulative

Q: Following the lexicographic rule, the consumer selects the product that he or she believes performs best on the most important feature.

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

Q: Following the compensatory rule, the consumer sets a minimum mental cutoff point for various features and rejects any product that fails to meet or exceed this cutoff point across all features.

Q: A consumer who wants to buy only a black-colored handbag regardless of the brand is employing a compensatory rule.

Q: When noncompensatory rules are used, strict guidelines are set prior to selection, and any option that does not meet the specifications is eliminated from consideration.

Q: A consumer who disliked the color of a bag, but bought it as it was sturdy, has employed a noncompensatory rule when he/she chose the bag.

Q: 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.

Q: 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.

Q: While deciding between two alternatives, if information about some attributes is not available, consumers tend to weigh the criteria that are common to both alternatives quite heavily in the evaluation.

Q: The efforts by companies to improve the objective quality of their products are limited by consumer perceptions of quality.

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

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

Q: Attribute correlation of different features of a product or a service is always positive.

Q: The term branded variants is used to describe the practice of offering essentially identical products with different model numbers or names.

Q: The ability of a consumer to make accurate judgments when evaluating alternatives is influenced by his or her ability to perceive differences in levels of stimuli between two options.

Q: Judgments are mental assessments of the presence of attributes and the benefits associated with those attributes.

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

Q: As a consumer's level of knowledge increases, he or she is able to focus on criteria that are most important in making a selection and to discount irrelevant information.

Q: Young and inexperienced consumers rely more heavily on perceptual attributes than do older consumers.

Q: 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.

Q: A signal is a characteristic that allows a consumer to diagnose something distinctive about an alternative.

Q: The size of a dress is an underlying attribute of the dress.