Consumer Behaviour 7Th Edition By Pascale Quester - Test Bank

Consumer Behaviour 7Th Edition By Pascale Quester – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

Chapter 05 – Testbank

Student: ___________________________________________________________________________

Evaluative criteria are the various features a consumer looks for in a particular type of product to meet his/her needs.

True    False

 

Best–worst scaling requires consumers to rate questions as ‘best’ or ‘worst’.

True    False

 

Decision rules are limited to product category decisions and do not apply to brand choices.

True    False

 

Semantic-differential scales are an approach to determining the relative importance consumers assign to various evaluative criteria.

True    False

 

Conjoint analysis is an approach to determining the relative importance consumers assign to various evaluative criteria.

True    False

 

A readily observable attribute of a product used to represent the performance level of a less observable attribute is known as a surrogate indicator.

True    False

 

A just-noticeable difference (JND) refers to the minimum amount that one brand can differ from another with the difference still being noticed.

True    False

 

Using the conjunctive decision rule, a consumer selects all brands that surpass a minimum level on each relevant evaluative criterion.

True    False

 

A decision rule that establishes the minimum required performance standards for each important evaluative criterion and selects all brands that surpass these requirements is called the disjunctive decision rule.

True    False

 

Which of the following is not a type of decision rule used by consumers?

1. disjunctive
   B.  lexicographic
   C.  telescopic
   D.  compensatory

 

Considering consumer decision rules, it is true that:

1. consumers explicitly assign numerical weights to the importance of attributes.
   B.  consumers assign numerical scores to the performance levels of the alternatives.
   C.  consumers use vague decision rules in brand selections.
   D.  low-involvement decisions tend to relate to compensatory rules.

 

Low-involvement purchases tend to relate to all of the following decision rules except:

1. elimination-by-aspects.
   B.  disjunctive.
   C.  conjunctive.
   D.  compensatory.

 

Affect is likely to play a role in all of the following situations except:

1. when the number of alternatives to choose from is large.
   B.  when the product is closely aligned with the consumer’s self-concept.
   C.  when the product is not of a complex functional nature.
   D.  All of the given answers are correct.

 

In conjoint analysis the consumer is presented with:

1. a set of decision rules.
   B.  a set of products for which the evaluative criteria vary.
   C.  a set of unrelated brands.
   D.  none of the given answers.

 

Consumers select alternatives based on:

1. the type of problem recognition that occurs.
   B.  the relative performance on the appropriate evaluative criteria.
   C.  the amount of information search required.
   D.  none of the given answers.

 

Evaluative criteria are:

1. the alternatives available to solve a problem.
   B.  limited to the evoked set.
   C.  limited to the inept set.
   D.  the various features a consumer looks for in a product for solving a particular problem.

 

Evaluative criteria can vary across consumers and/or product types and differ in:

1. type.
   B.  number.
   C.  importance.
   D.  all of the given answers.

 

The number of evaluative criteria that a consumer uses depends on:

1. the situation.
   B.  the product.
   C.  the consumer.
   D.  the situation, the product and the consumer.

 

Which of the following is not a direct method for determining which evaluative criteria are being used?

1. focus groups
   B.  interviews
   C.  projective techniques
   D.  All of the given answers are direct methods.

 

Indirect methods for determining which evaluative criteria are being used include:

1. projective techniques.
   B.  focus groups.
   C.  interviews.
   D.  all of the given answers.

 

Which of the following is not an approach to determining which evaluative criteria consumers use?

1. direct questioning
   B.  perceptual mapping
   C.  semantic differential scales
   D.  All of the given answers are approaches to determining the evaluative criteria used.

 

Which of the following is a common approach to determining consumers’ judgments of brand performance on specific evaluative criteria?

1. semantic-differential scale
   B.  conjoint analysis
   C.  linear programming
   D.  none of the given answers

 

The technique that requires consumers to judge the similarity of alternative brands is:

1. conjoint analysis.
   B.  semantic differential scale.
   C.  perceptual mapping.
   D.  none of the given answers.

 

With the information provided by perceptual mapping the marketer can determine:

1. how the position of brands changes in response to marketing efforts.
   B.  how different brands are positioned according to evaluative criteria.
   C.  how to position new products using evaluative criteria.
   D.  how the position of brands changes in response to marketing efforts, how different brands are positioned according to evaluative criteria and how to position new products using evaluative criteria.

 

Which of the following is a very common method for directly measuring the relative importance that consumers assign to various evaluative criteria?

1. semantic-differential scale
   B.  constant-sum scale
   C.  focus groups
   D.  none of the given answers

 

Which of the following is a useful approach for determining the relative importance consumers assign to various evaluative criteria?

1. semantic-differential scale
   B.  conjoint analysis
   C.  linear programming
   D.  none of the given answers

 

Conjoint measurement is useful in discovering:

1. the evaluative criteria consumers use.
   B.  the importance of different criteria.
   C.  surrogate indicators.
   D.  the decision rule used by consumers.

 

The ability of an individual to distinguish between similar stimuli is:

1. called sensation differentiation.
   B.  very highly developed in most consumers.
   C.  called just definite differentiation.
   D.  called sensory discrimination.

 

Sensory discrimination refers to:

1. individuals’ tendencies to rely on one sense mode.
   B.  the lack of just-noticeable differences between the various sense modes.
   C.  the ability of an individual to distinguish between similar stimuli.
   D.  none of the given answers.

 

A just-noticeable difference (JND) refers to:

1. the relative difference in sensitivity between various sense modes.
   B.  the minimum amount a stimulus can differ with the difference still being noticed.
   C.  the difference in importance assigned to various evaluative criteria.
   D.  minimum variation in evaluative criteria required for inclusion in a multi-dimensional scaling solution.

 

Weber’s law indicates that:

1. marketers of grocery items must use unit prices.
   B.  the higher the level of an attribute, the more that attribute must be changed to achieve a just-noticeable difference.
   C.  package changes should be done slowly.
   D.  None of the given answers are correct.

 

The readily observable attribute of a product used to represent the performance level of a less observable attribute is known as:

1. a surrogate indicator.
   B.  a lexicographic attribute.
   C.  a compensatory attribute.
   D.  none of the given answers.

 

A surrogate indicator is:

1. the most important attribute in a purchase decision.
   B.  an attribute that a consumer cannot judge directly.
   C.  an attribute of the product that is not used in a consumer decision.
   D.  none of the given answers.

 

Which of the following decision criteria are expected to continue growing in importance?

1. the effect of the products’ manufacture on the environment
   B.  the effect of the products’ distribution on the environment
   C.  the effect of the products’ consumption on the environment
   D.  all of the given answers

 

A consumer’s perception that one attribute is an accurate predictor of another is referred to as:

1. the confidence value.
   B.  the predictive value.
   C.  a just-noticeable difference.
   D.  none of the given answers.

 

The use of price as a surrogate indicator appears to decline with:

1. increases in visible product differences.
   B.  increases in prior product experience.
   C.  availability of additional product information.
   D.  all of the given answers.

 

All of the following are used as surrogate indicators of quality except:

1. brand name.
   B.  packaging.
   C.  colour.
   D.  All of the given answers are surrogate indicators of quality.

 

When Mary purchases a calculator, she is concerned with its cost, size, power source, capabilities and warranty. John, however, is most concerned with brand, memory and colour. John’s and Mary’s concerns, though different, make up their:

1. evoked set.
   B.  inert set.
   C.  evaluative criteria.
   D.  salient attitudes.

 

Evaluative criteria can be:

1. tangible.
   B.  intangible.
   C.  emotional.
   D.  tangible, intangible and emotional.

 

Look at the sample scale below and indicate what type of scale it is. 1 Strongly agree 2 Agree 3 Uncertain 4 Disagree 5 Strongly disagree

1. rank-ordering scale
   B.  semantic-differential scale
   C.  Likert scale
   D.  constant-sum scale

 

Look at the sample scale below and indicate what type of scale it is.
Price	10
Ease of use	20
Colour	10
Brand name	30
Warranty	30
Total	100

1. rank-ordering scale
   B.  Likert scale
   C.  semantic-differential scale
   D.  constant-sum scale

 

Given the following minimum standards: price = 3, quality = 4 and ease of use = 3, which of the following MP3 players would be chosen using the conjunctive decision rule?
	Sanyo	Sony	Pioneer
Price	4	5	2
Quality	4	3	5
Ease of use	4	4	4

1. Sony
   B.  Sanyo
   C.  Pioneer
   D.  There is not enough information to reach a conclusion.

 

43. You are given the following information:

	Rank	Cut-off point
Price	1	4
Quality	2	4
Ease of use	3	3

Which of the following computers would be chosen using the elimination-by-aspects decision rule?

	Hewlett-Packard	Apple	IBM
Price	3	5	4
Quality	4	4	4
Ease of use	3	2	3

1. Hewlett-Packard
   B.  Apple
   C.  IBM
   D.  None of the computers would be chosen.

 

44. You are given the following information:

	Rank	Cut-off point
Price	1	4
Quality	2	4
Ease of use	3	3

Which of the following DVD players would be chosen using the elimination-by-aspects decision rule?

	Sony	Sanyo	Pioneer
Price	3	5	4
Quality	4	5	4
Ease of use	5	2	3

1. Sony
   B.  Sanyo
   C.  Pioneer
   D.  None of the DVD players would be chosen.

 

If the target market is using the lexicographic rule:

1. it is essential that the product equals or exceeds the performance of all other competitors on the most important attribute.
   B.  it is essential that the product equals or exceeds the performance of all other competitors on all criteria.
   C.  the product only needs to satisfactorily meet the criteria.
   D.  None of the given answers are correct.

 

Low-involvement purchases usually involve decision rules such as:

1. compensatory.
   B.  attributes.
   C.  conjunctive.
   D.  none of the given answers.

 

What is the key driver of affective choices?

1. cognition
   B.  behaviour
   C.  emotion
   D.  learning

 

What does blind testing enable marketers to do?

1. launch new products unknown to consumers
   B.  measure the opinions of blind consumers and their liking for certain attributes
   C.  evaluate the functional characteristics of a product and determine whether a just-noticeable difference over a specific competitor has been gained
   D.  None of the given answers are correct.

 

What are evaluative criteria in consumer decision making, and how may these be used by marketers?

 

 

 

 

 

 

Give examples of features that consumers may use as surrogate indicators when purchasing products.

 

 

 

 

 

 

Which brand would a consumer select using the compensatory decision rule and how does this affect consumers’ decision making?

 

 

 

 

 

 

 

 

Chapter 05 – Testbank Key

Evaluative criteria are the various features a consumer looks for in a particular type of product to meet his/her needs.

TRUE

 

Difficulty: Easy
Learning Objective: 5.1 Understand the nature of evaluative criteria.

Best–worst scaling requires consumers to rate questions as ‘best’ or ‘worst’.

FALSE

 

Difficulty: Medium
Gradable: automatic
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

Decision rules are limited to product category decisions and do not apply to brand choices.

FALSE

 

Difficulty: Medium
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

Semantic-differential scales are an approach to determining the relative importance consumers assign to various evaluative criteria.

FALSE

 

Difficulty: Medium
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

Conjoint analysis is an approach to determining the relative importance consumers assign to various evaluative criteria.

TRUE

 

Difficulty: Medium
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

A readily observable attribute of a product used to represent the performance level of a less observable attribute is known as a surrogate indicator.

TRUE

 

Difficulty: Medium
Gradable: automatic
Learning Objective: 5.3 Understand that consumers’ individual judgments are not necessarily accurate.
Learning Objective: 5.4 Understand the role of surrogate indicators.

A just-noticeable difference (JND) refers to the minimum amount that one brand can differ from another with the difference still being noticed.

TRUE

 

Difficulty: Easy
Gradable: automatic
Learning Objective: 5.3 Understand that consumers’ individual judgments are not necessarily accurate.

Using the conjunctive decision rule, a consumer selects all brands that surpass a minimum level on each relevant evaluative criterion.

TRUE

 

Difficulty: Medium
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

A decision rule that establishes the minimum required performance standards for each important evaluative criterion and selects all brands that surpass these requirements is called the disjunctive decision rule.

TRUE

 

Difficulty: Medium
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

Which of the following is not a type of decision rule used by consumers?

1. disjunctive
   B.  lexicographic
   C.  telescopic
   D.  compensatory

 

Difficulty: Easy
Gradable: automatic
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

Considering consumer decision rules, it is true that:

1. consumers explicitly assign numerical weights to the importance of attributes.
   B.  consumers assign numerical scores to the performance levels of the alternatives.
   C.  consumers use vague decision rules in brand selections.
   D.  low-involvement decisions tend to relate to compensatory rules.

 

Difficulty: Medium
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

Low-involvement purchases tend to relate to all of the following decision rules except:

1. elimination-by-aspects.
   B.  disjunctive.
   C.  conjunctive.
   D.  compensatory.

 

Difficulty: Medium
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

Affect is likely to play a role in all of the following situations except:

1. when the number of alternatives to choose from is large.
   B.  when the product is closely aligned with the consumer’s self-concept.
   C.  when the product is not of a complex functional nature.
   D.  All of the given answers are correct.

 

Difficulty: Hard
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

In conjoint analysis the consumer is presented with:

1. a set of decision rules.
   B.  a set of products for which the evaluative criteria vary.
   C.  a set of unrelated brands.
   D.  none of the given answers.

 

Difficulty: Hard
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

Consumers select alternatives based on:

1. the type of problem recognition that occurs.
   B.  the relative performance on the appropriate evaluative criteria.
   C.  the amount of information search required.
   D.  none of the given answers.

 

Difficulty: Hard
Learning Objective: 5.1 Understand the nature of evaluative criteria.

Evaluative criteria are:

1. the alternatives available to solve a problem.
   B.  limited to the evoked set.
   C.  limited to the inept set.
   D.  the various features a consumer looks for in a product for solving a particular problem.

 

Difficulty: Medium
Learning Objective: 5.1 Understand the nature of evaluative criteria.

Evaluative criteria can vary across consumers and/or product types and differ in:

1. type.
   B.  number.
   C.  importance.
   D.  all of the given answers.

 

Difficulty: Medium
Learning Objective: 5.1 Understand the nature of evaluative criteria.

The number of evaluative criteria that a consumer uses depends on:

1. the situation.
   B.  the product.
   C.  the consumer.
   D.  the situation, the product and the consumer.

 

Difficulty: Medium
Learning Objective: 5.1 Understand the nature of evaluative criteria.

Which of the following is not a direct method for determining which evaluative criteria are being used?

1. focus groups
   B.  interviews
   C.  projective techniques
   D.  All of the given answers are direct methods.

 

Difficulty: Easy
Gradable: automatic
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

Indirect methods for determining which evaluative criteria are being used include:

1. projective techniques.
   B.  focus groups.
   C.  interviews.
   D.  all of the given answers.

 

Difficulty: Easy
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

Which of the following is not an approach to determining which evaluative criteria consumers use?

1. direct questioning
   B.  perceptual mapping
   C.  semantic differential scales
   D.  All of the given answers are approaches to determining the evaluative criteria used.

 

Difficulty: Medium
Gradable: automatic
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

Which of the following is a common approach to determining consumers’ judgments of brand performance on specific evaluative criteria?

1. semantic-differential scale
   B.  conjoint analysis
   C.  linear programming
   D.  none of the given answers

 

Difficulty: Easy
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

The technique that requires consumers to judge the similarity of alternative brands is:

1. conjoint analysis.
   B.  semantic differential scale.
   C.  perceptual mapping.
   D.  none of the given answers.

 

Difficulty: Medium
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

With the information provided by perceptual mapping the marketer can determine:

1. how the position of brands changes in response to marketing efforts.
   B.  how different brands are positioned according to evaluative criteria.
   C.  how to position new products using evaluative criteria.
   D.  how the position of brands changes in response to marketing efforts, how different brands are positioned according to evaluative criteria and how to position new products using evaluative criteria.

 

Difficulty: Easy
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

Which of the following is a very common method for directly measuring the relative importance that consumers assign to various evaluative criteria?

1. semantic-differential scale
   B.  constant-sum scale
   C.  focus groups
   D.  none of the given answers

 

Difficulty: Medium
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

Which of the following is a useful approach for determining the relative importance consumers assign to various evaluative criteria?

1. semantic-differential scale
   B.  conjoint analysis
   C.  linear programming
   D.  none of the given answers

 

Difficulty: Medium
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

Conjoint measurement is useful in discovering:

1. the evaluative criteria consumers use.
   B.  the importance of different criteria.
   C.  surrogate indicators.
   D.  the decision rule used by consumers.

 

Difficulty: Medium
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

The ability of an individual to distinguish between similar stimuli is:

1. called sensation differentiation.
   B.  very highly developed in most consumers.
   C.  called just definite differentiation.
   D.  called sensory discrimination.

 

Difficulty: Medium
Gradable: automatic
Learning Objective: 5.3 Understand that consumers’ individual judgments are not necessarily accurate.

Sensory discrimination refers to:

1. individuals’ tendencies to rely on one sense mode.
   B.  the lack of just-noticeable differences between the various sense modes.
   C.  the ability of an individual to distinguish between similar stimuli.
   D.  none of the given answers.

 

Difficulty: Easy
Gradable: automatic
Learning Objective: 5.3 Understand that consumers’ individual judgments are not necessarily accurate.

A just-noticeable difference (JND) refers to:

1. the relative difference in sensitivity between various sense modes.
   B.  the minimum amount a stimulus can differ with the difference still being noticed.
   C.  the difference in importance assigned to various evaluative criteria.
   D.  minimum variation in evaluative criteria required for inclusion in a multi-dimensional scaling solution.

 

Difficulty: Medium
Gradable: automatic
Learning Objective: 5.3 Understand that consumers’ individual judgments are not necessarily accurate.

Weber’s law indicates that:

1. marketers of grocery items must use unit prices.
   B.  the higher the level of an attribute, the more that attribute must be changed to achieve a just-noticeable difference.
   C.  package changes should be done slowly.
   D.  None of the given answers are correct.

 

Difficulty: Medium
Gradable: automatic
Learning Objective: 5.3 Understand that consumers’ individual judgments are not necessarily accurate.

The readily observable attribute of a product used to represent the performance level of a less observable attribute is known as:

1. a surrogate indicator.
   B.  a lexicographic attribute.
   C.  a compensatory attribute.
   D.  none of the given answers.

 

Difficulty: Medium
Learning Objective: 5.4 Understand the role of surrogate indicators.

A surrogate indicator is:

1. the most important attribute in a purchase decision.
   B.  an attribute that a consumer cannot judge directly.
   C.  an attribute of the product that is not used in a consumer decision.
   D.  none of the given answers.

 

Difficulty: Medium
Learning Objective: 5.4 Understand the role of surrogate indicators.

Which of the following decision criteria are expected to continue growing in importance?

1. the effect of the products’ manufacture on the environment
   B.  the effect of the products’ distribution on the environment
   C.  the effect of the products’ consumption on the environment
   D.  all of the given answers

 

Difficulty: Easy
Learning Objective: 5.1 Understand the nature of evaluative criteria.

A consumer’s perception that one attribute is an accurate predictor of another is referred to as:

1. the confidence value.
   B.  the predictive value.
   C.  a just-noticeable difference.
   D.  none of the given answers.

 

Difficulty: Easy
Learning Objective: 5.4 Understand the role of surrogate indicators.

The use of price as a surrogate indicator appears to decline with:

1. increases in visible product differences.
   B.  increases in prior product experience.
   C.  availability of additional product information.
   D.  all of the given answers.

 

Difficulty: Medium
Learning Objective: 5.4 Understand the role of surrogate indicators.

All of the following are used as surrogate indicators of quality except:

1. brand name.
   B.  packaging.
   C.  colour.
   D.  All of the given answers are surrogate indicators of quality.

 

Difficulty: Hard
Learning Objective: 5.4 Understand the role of surrogate indicators.

When Mary purchases a calculator, she is concerned with its cost, size, power source, capabilities and warranty. John, however, is most concerned with brand, memory and colour. John’s and Mary’s concerns, though different, make up their:

1. evoked set.
   B.  inert set.
   C.  evaluative criteria.
   D.  salient attitudes.

 

Difficulty: Hard
Learning Objective: 5.1 Understand the nature of evaluative criteria.

Evaluative criteria can be:

1. tangible.
   B.  intangible.
   C.  emotional.
   D.  tangible, intangible and emotional.

 

Difficulty: Easy
Learning Objective: 5.1 Understand the nature of evaluative criteria.

Look at the sample scale below and indicate what type of scale it is. 1 Strongly agree 2 Agree 3 Uncertain 4 Disagree 5 Strongly disagree

1. rank-ordering scale
   B.  semantic-differential scale
   C.  Likert scale
   D.  constant-sum scale

 

Difficulty: Medium
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

Look at the sample scale below and indicate what type of scale it is.
Price	10
Ease of use	20
Colour	10
Brand name	30
Warranty	30
Total	100

1. rank-ordering scale
   B.  Likert scale
   C.  semantic-differential scale
   D.  constant-sum scale

 

Difficulty: Medium
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.

Given the following minimum standards: price = 3, quality = 4 and ease of use = 3, which of the following MP3 players would be chosen using the conjunctive decision rule?
	Sanyo	Sony	Pioneer
Price	4	5	2
Quality	4	3	5
Ease of use	4	4	4

1. Sony
   B.  Sanyo
   C.  Pioneer
   D.  There is not enough information to reach a conclusion.

 

Difficulty: Hard
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

43. You are given the following information:

	Rank	Cut-off point
Price	1	4
Quality	2	4
Ease of use	3	3

Which of the following computers would be chosen using the elimination-by-aspects decision rule?

	Hewlett-Packard	Apple	IBM
Price	3	5	4
Quality	4	4	4
Ease of use	3	2	3

1. Hewlett-Packard
   B.  Apple
   C.  IBM
   D.  None of the computers would be chosen.

 

Difficulty: Hard
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

44. You are given the following information:

	Rank	Cut-off point
Price	1	4
Quality	2	4
Ease of use	3	3

Which of the following DVD players would be chosen using the elimination-by-aspects decision rule?

	Sony	Sanyo	Pioneer
Price	3	5	4
Quality	4	5	4
Ease of use	5	2	3

1. Sony
   B.  Sanyo
   C.  Pioneer
   D.  None of the DVD players would be chosen.

 

Difficulty: Hard
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

If the target market is using the lexicographic rule:

1.   it is essential that the product equals or exceeds the performance of all other competitors on the most important attribute.
   B.  it is essential that the product equals or exceeds the performance of all other competitors on all criteria.
   C.  the product only needs to satisfactorily meet the criteria.
   D.  None of the given answers are correct.

 

Difficulty: Hard
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

Low-involvement purchases usually involve decision rules such as:

1. compensatory.
   B.  attributes.
   C.  conjunctive.
   D.  none of the given answers.

 

Difficulty: Medium
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

What is the key driver of affective choices?

1. cognition
   B.  behaviour
   C.  emotion
   D.  learning

 

Difficulty: Easy
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

What does blind testing enable marketers to do?

1. launch new products unknown to consumers
   B.  measure the opinions of blind consumers and their liking for certain attributes
   C.  evaluate the functional characteristics of a product and determine whether a just-noticeable difference over a specific competitor has been gained
   D.  None of the given answers are correct.

 

Difficulty: Medium
Learning Objective: 5.5 Understand the implications of evaluative criteria for marketing strategy.

What are evaluative criteria in consumer decision making, and how may these be used by marketers?

 

Evaluative criteria are the various features a consumer looks for in response to a particular problem to meet consumer needs. They include the features a consumer believes a product should have, for example, suitable price, brand or ingredients. An illustration of how marketers may use consumers’ evaluative criteria is addressed in Table 5.1. What is relevant for marketers is to determine (a) which evaluative criteria are used by the consumer, (b) how the consumer perceives alternative products in terms of each criterion and (c) the relative importance of each criterion.

 

Difficulty: Medium
Learning Objective: 5.1 Understand the nature of evaluative criteria.

Give examples of features that consumers may use as surrogate indicators when purchasing products.

 

A surrogate indicator is an (observable) attribute that is used to estimate the level of a different (unobservable) attribute. Examples of surrogate indicators include price as a surrogate indicator for quality, or taste as a surrogate indicator for freshness/quality. As such, marketers are advised to set specific product attributes, which are commonly used as surrogate indicators (e.g. price), at the right levels to stimulate purchase.

 

Difficulty: Hard
Gradable: manual
Learning Objective: 5.3 Understand that consumers’ individual judgments are not necessarily accurate.
Learning Objective: 5.4 Understand the role of surrogate indicators.

Which brand would a consumer select using the compensatory decision rule and how does this affect consumers’ decision making?

 

Using the compensatory decision rule the consumer would select the brand that has the highest total score when the performance ratings for the various relevant attributes are added together, with or without the importance weights, for each brand. For marketers, this implies the need for a continuous focus on each of the relevant product attributes to ensure consistently high levels of customer satisfaction. Therefore under the compensatory decision rule, it might be advisable for marketers to offer average, or just above average, quality on a wide range of product attributes, rather than narrowly focusing on a small number of attributes while neglecting others.

 

Difficulty: Hard
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.

 

 

Chapter 05 – Testbank Summary

Category	# of Questions
Difficulty: Easy	12
Difficulty: Hard	11
Difficulty: Medium	28
Gradable: automatic	10
Gradable: manual	1
Learning Objective: 5.1 Understand the nature of evaluative criteria.	9
Learning Objective: 5.2 Know which tools are available to measure evaluative criteria.	15
Learning Objective: 5.3 Understand that consumers’ individual judgments are not necessarily accurate.	7
Learning Objective: 5.4 Understand the role of surrogate indicators.	7
Learning Objective: 5.5 Understand the implications of evaluative criteria for marketing strategy.	1
Learning Objective: 5.6 Be aware of the main types of decision rules that consumers may apply.	14