Chapter 13: Decision Making II: Alternative Evaluation and Choice

Chapter 13: Decision Making II: Alternative Evaluation and Choice

TRUE/FALSE

1.Evaluative criteria are the attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem.

2. A benefit is a perceived favorable result that is derived from the presence of a particular feature.

3. The determinant criterion for a product remains the same across situations.

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

5. Hedonic criteria pertain to economic aspects associated with an alternative.

6. With attribute-based evaluation, consumers evaluate products based on the overall feeling that is evoked by the alternative. (F)

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

8. When a new product is very different from products that are currently available, consumers avoid relying on existing category knowledge to guide their expectations and attitudes toward the new product.

9. Perceptual attributes are sometimes referred to as search qualities because they can easily be evaluated prior to actual purchase.

10. The taste of a particular brand of pasta is an example of the perceptual attribute of a product.

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

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

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

14. 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.

15. 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.

MULTIPLE CHOICE

1. 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.

2. 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 _____.

3. A perceived favorable result that is derived from the presence of a particular feature is known as a(n) _____.

4. 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.

5. 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?

6. Which of the following statements is true of consumers’ information processing?

7. Which of the following types of evaluation do consumers use to evaluate products based on the overall feeling that is evoked by the alternative?

8. 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.

9. Which of the following belongs to the superordinate product category?

10. Which of the following is true of the underlying attributes of a product?

11. 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?

12. The perceived relationship between the features or characteristics of products is known as _____.

13. The actual quality of a product that can be assessed through industry specification or expert rating is known as _____ quality.

14. _____ 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.

15. Carl wants to buy either anXBox 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?

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

17. 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?