Exam 13: Decision Making II: Alternative Evaluation and Choice

Older consumers rely more heavily on perceptual attributes than do younger consumers.

When Arthur decided that it was time for him to buy a new washing machine, his primary concerns were the price and the capacity of the machine. Keeping this in mind, he compared and evaluated various brands and models. Arthur's primary focus was on the _____ of the washing machines.

Of the various drinks available in a market, which of the following is an example of a superordinate category?

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

When Richard decided to buy a car, he chose a model with the highest safety rating that he could get in his budget. Richard's choice is most likely based on _____.

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

The underlying attributes of a product are visually apparent and easily recognizable.

Subordinate product categories are abstract in nature.

Marketers position products on the determinant criteria that apply to a specific situation.

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

Wendy generally buys tuberoses because she likes their fragrance. She purchases them even though they are not as pretty as some other flowers. However, when she buys flowers for her friends, she chooses ornamental orchids, even though she is not particularly fond of orchids. Which of the following factors most likely guides Wendy's choice of flowers for her friends?

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 efficiency. Such an evaluation is an example of _____.

Nadine wants to buy a new hair straightener to style her hair. She considers four 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 is Nadine most likely to select? Attribute Importance Model A Model B Model C Model D Belief ratings Belief ratings Belief ratings Belief ratings Low price 7 7 4 3 1 Power efficiency 6 6 6 5 8

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

The value that consumers believe they will receive from a product has a direct impact on their evaluation of that product.

Aaron is planning to purchase a laptop. He is assessing laptop features such as hard disk drive capacity, processor speed, weight, and screen size, as well as the benefits associated with these features. The features and benefits that Aaron is considering to assess whether a particular laptop will satisfy his requirements are referred to as _____.

Ophelia wants to buy a new hair dryer. She considers four models and assigns them belief ratings from 1 = very poor to 10 = very good and importance ratings from 1 = least important to 10 = most important. She sets a mental cutoff of 5 as a selection criterion for the model. Which of the following models is Ophelia most likely to select if she employs the elimination-by-aspects rule to make the decision? Attribute Importance Model A Model B Model C Model D Belief ratings Belief ratings Belief ratings Belief ratings Low price 8 7 4 3 6 Power efficiency 6 4 6 7 8 Styling 9 8 7 6 7

_____ allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute.

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

A consumer looking for a dress in a particular color is concerned with the perceptual attribute of the dress.