Chapter 16 Alternative Evaluation and Selection

Multiple Choice Questions

1. Which of the following was used by Sunbeam Appliance Company to assist in
redesigning its many lines of small kitchen appliances?
A) consumer usage and attitude survey
) consumer attribute and benefit survey
C) con!oint analysis
") product line sales and market share simulations
#) all of the above
Answer$ # %age$ &'& "ifficulty$ easy
(. )ow did Sunbeam Appliance Company use con!oint analysis to help them redesign its
many lines of small kitchen appliances?
A) *t was used to determine how and for what purpose products in the product
category are used+ fre,uency of use+ brand ownership+ brand awareness+ and
attitudes toward the product.
) *t was used to provide importance ratings of product attributes and benefits desired
from the product category+ along with perceptions of the degree to which each
brand provides the various attributes and benefits.
C) *t was used to provide data on the structure of consumers- preferences for product
features and their willingness to trade one feature for more of another feature.
") *t was used to determine emotional dimensions of food processors.
#) *t was used to determine consumers- evoked sets with respect to small kitchen
appliances.
Answer$ C %age$ &'& "ifficulty$ hard
.. Which of the following does /01 influence the evaluation of alternatives on each
criterion?
A) decision rules applied
) evaluative criteria
C) importance of criteria
") alternatives considered
#) all of the above influence the evaluation of alternatives on each criterion
Answer$ A %age$ &'' "ifficulty$ hard
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Chapter 16 Alternative Evaluation and Selection
2. Which theory assumes that the consumer is a rational decision maker with well3
defined+ stable preferences+ and has sufficient skills to calculate which option will
ma4imi5e his or her value and will choose on this basis?
A) attribution theory
) rational choice theory
C) dual coding theory
") affect theory
#) calculated theory
Answer$ %age$ &'' "ifficulty$ moderate
&. What is the task in the rational choice theory?
A) to identify a consumer-s evoked set
) to identify the feelings and emotions influencing consumers- decisions
C) to identify the trade offs consumers are willing to accept with respect to product
attributes
") to identify or discover the one optimal choice for the decision confronting the
decision maker
#) to identify the cognitive structure of consumers when making a choice
Answer$ " %age$ &'' "ifficulty$ moderate
'. A metagoal refers to 66666.
A) the overall amount of energy devoted to any given purchase
) the general nature of the outcome being sought
C) the conscious thinking of all decision processes
") using nonfinancial criteria to make purchase decisions
#) none of the above
Answer$ %age$ &'7 "ifficulty$ moderate
7. Which of the following is an e4ample of a metagoal?
A) ma4imi5ing the accuracy of the decision
) minimi5e the cognitive effort re,uired for the decision
C) minimi5e the e4perience of negative emotion while making the decision
") ma4imi5e the ease with which a decision can be !ustified
#) all of the above
Answer$ # %age$ &'7 "ifficulty$ easy
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Chapter 16 Alternative Evaluation and Selection
8. 9a4imi5ing the accuracy of the decision or minimi5ing the e4perience of negative
emotion while making the decision are e4amples of consumer 66666.
A) metagoals
) rational goals
C) evoked goals
") affective goals
#) primary goals
Answer$ A %age$ &'7 "ifficulty$ moderate
:. A limited capacity for processing information is known as 66666.
A) working memory
) bounded memory
C) bounded rationality
") bounded processing
#) finite processing
Answer$ C %age$ &'7 "ifficulty$ moderate
1;. "uane is of average intelligence+ and like most consumers+ he cannot compare too
many alternatives at one time. 1his limited capacity for processing information is
known as 66666.
A) working memory
) bounded memory
C) bounded rationality
") bounded processing
#) finite processing
Answer$ C %age$ &'7 "ifficulty$ moderate
11. Which of the following is a type of consumer choice process?
A) affective choice
) attitude3based choice
C) attribute3based choice
") a and b
#) a+ b+ and c
Answer$ # %age$ &'7 "ifficulty$ easy
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Chapter 16 Alternative Evaluation and Selection
1(. Which of the following is /01 a type of consumer choice process?
A) affective choice
) attitude3based choice
C) rational choice
") metachoice
#) all of the above are types of consumer choice processes
Answer$ C %age$ &'7 "ifficulty$ hard
1.. Which of the following tends to be more holistic in nature+ and the brand is not
decomposed into distinct components that are evaluated separately from the whole?
A) affective choice
) attitude3based choice
C) rational choice
") attribute3based choice
#) instrumental choice
Answer$ A %age$ &'8 "ifficulty$ moderate
12. Amy is shopping for a dress to wear to a formal dance. She tried on several dresses+
not even noticing the price of each. After about two hours of this+ she tried one on and
e4claimed+ <1his is it=> 1hat particular dress was the one that she thought made her
look fabulous+ so she bought it. Which type of choice did Amy use to select this
dress?
A) affective choice
) attitude3based choice
C) rational choice
") attribute3based choice
#) instrumental choice
Answer$ A %age$ &'8 "ifficulty$ moderate
1&. Which of the following motives are most likely in affective choices?
A) consummatory motives
) primary motives
C) affective motives
") immediate motives
#) instrumental motives
Answer$ A %age$ &'8 "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
1'. Which type of motives underlie behaviors that are intrinsically rewarding to the
individual involved?
A) instrumental motives
) affective motives
C) cognitive motives
") consummatory motives
#) personal motives
Answer$ " %age$ &'8 "ifficulty$ moderate
17. %amela likes to sew because it rela4es her. 1o her+ it-s like therapy. ?or %amela+
sewing represents which type of motive?
A) instrumental motive
) affective motive
C) cognitive motive
") consummatory motive
#) personal motive
Answer$ " %age$ &'8 "ifficulty$ moderate
18. Which type of motives activates behaviors designed to achieve a second goal?
A) instrumental motives
) affective motives
C) cognitive motives
") consummatory motives
#) personal motives
Answer$ A %age$ &'8 "ifficulty$ moderate
1:. )annah asked her mother to buy her a certain brand of athletic shoes because that-s
what all the other kids are wearing at school. ?or )annah+ which type of motive is
most likely underlying her re,uest for that specific brand?
A) instrumental motive
) affective motive
C) cognitive motive
") consummatory motive
#) personal motive
Answer$ A %age$ &'8 "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
(;. Which type of consumer choice process re,uires the knowledge of specific attributes
at the time the choice is made+ and it involves attribute3by3attribute comparisons
across brands?
A) affective choice
) attitude3based choice
C) rational choice
") attribute3based choice
#) instrumental choice
Answer$ " %age$ &7; "ifficulty$ easy
(1. @oseph is considering the purchase of a computer+ and he is comparing brands on the
basis of price+ memory+ speed+ and reliability. )e mentally ranks each alternative on
these attributes and makes a selection based on these rankings. @oseph is using which
type of choice process?
A) affective choice
) attitude3based choice
C) rational choice
") attribute3based choice
#) instrumental choice
Answer$ " %age$ &7; "ifficulty$ moderate
((. Which type of consumer choice process involves the use of general attitudes+ summary
impressions+ intuitions+ or heuristics+ and no attribute3by3attribute comparisons are
made at the time of choice?
A) affective choice
) attitude3based choice
C) rational choice
") attribute3based choice
#) instrumental choice
Answer$ %age$ &7; "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
(.. obbie bought a "ell computer because her brother has one+ and he seems to be
satisfied with it. She did not compare any other computers when making this choice.
Which type of choice process did obbie use?
A) affective choice
) attitude3based choice
C) rational choice
") attribute3based choice
#) instrumental choice
Answer$ %age$ &7; "ifficulty$ moderate
(2. Which of the following statements is true regarding consumer choice processes?
A) Attitude3based choices re,uire the knowledge of specific attributes at the time the
choice is made.
) 1he greater the motivation to make an optimal decision+ the more likely an
attitude3based choice will be made.
C) 9otivation+ information availability+ and situational factors interact to determine
which choice process will be used.
") Consumers do not use attitude3based choices for important decisions.
#) Attitude3based choices re,uire the comparison of each specific attribute across all
brands considered.
Answer$ C %age$ &7;3&71 "ifficulty$ moderate
(&. 1he various dimensions+ features+ or benefits consumers look for in response to a
specific problem are called 66666.
A) alternatives
) choices
C) heuristics
") evaluative criteria
#) motives
Answer$ " %age$ &7( "ifficulty$ moderate
('. /ancy usually considers price and ,uality when she has to make a ma!or purchase+
such as an appliance or an automobile. 1hese two features represent /ancy-s 66666.
A) alternatives
) choices
C) heuristics
") evaluative criteria
#) motives
Answer$ " %age$ &7( "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
(7. #valuative criteria can differ on which of the following?
A) type
) number
C) importance
") a and b
#) a+ b+ and c
Answer$ # %age$ &7. "ifficulty$ moderate
(8. #valuative criteria differ on all #AC#%1 which of the following?
A) type
) number
C) ,uality
") importance
#) evaluative criteria can differ on all of the above
Answer$ C %age$ &7. "ifficulty$ hard
(:. 1he two types of evaluative criteria are 66666.
A) primary and secondary
) tangible and intangible
C) manifest and latent
") direct and indirect
#) consummatory and instrumental
Answer$ %age$ &7. "ifficulty$ moderate
.;. Cost and performance features are e4amples of which type of evaluative criteria?
A) tangible
) intangible
C) primary
") secondary
#) instrumental
Answer$ A %age$ &7. "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
.1. Andrew is considering the purchase of a portable "B" player. )e is comparing
alternatives on the basis of screen si5e+ battery life+ and price. Andrew is using which
type of evaluative criteria?
A) tangible
) intangible
C) primary
") secondary
#) instrumental
Answer$ A %age$ &7. "ifficulty$ moderate
.(. Style+ taste+ prestige+ feelings generated+ and brand image are e4amples of which type
of evaluative criteria?
A) tangible
) intangible
C) primary
") secondary
#) instrumental
Answer$ %age$ &7. "ifficulty$ moderate
... Samantha is purchasing a new car. She knows she should compare alternatives on the
basis of cost and performance features+ but she can-t help but consider the styling and
the color. She also wants a car that will make her look <cool> and feel special when
she-s driving it. Styling+ color+ and how the car will make her feel are e4amples of
66666 evaluative criteria.
A) tangible
) intangible
C) primary
") secondary
#) consummatory
Answer$ %age$ &7. "ifficulty$ moderate
.2. efore a marketing manager or public policy decision maker can develop a sound
strategy to affect consumer decisions+ he or she must determine 66666.
A) which evaluative criteria are used by the consumer
) how the consumer perceives the various alternatives on each criterion
C) the relative importance of each criterion
") a and b
#) a+ b+ and c
Answer$ # %age$ &72 "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
.&. efore a marketing manager or a public policy decision maker can develop a sound
strategy to affect consumer decisions+ her or she must determine all #AC#%1 which of
the following?
A) which evaluative criteria are used by the consumer
) how the consumer perceives the various alternatives on each criterion
C) the relative importance of each criterion
") all of the above must be determined
#) none of the above
Answer$ " %age$ &72 "ifficulty$ easy
.'. 1o determine which criteria are used by consumers in a specific product decision+ the
marketing researcher can utili5e which two methods of measurement?
A) primary and secondary
) manifest and latent
C) direct and indirect
") immediate and delayed
#) nominal and interval
Answer$ C %age$ &7& "ifficulty$ moderate
.7. Which measurement method involves asking consumers what criteria they use in a
particular purchase or+ in a focus group setting+ noting what consumers say about
products and their attributes?
A) direct
) indirect
C) pro!ective
") perceptual mapping
#) word association
Answer$ A %age$ &7& "ifficulty$ easy
.8. Cha5 was asked by a market researcher which criteria he uses when purchasing beer.
)e told the researcher that taste and price are important to him. Which method did the
researcher use to obtain this information from Cha5?
A) direct
) indirect
C) pro!ective
") perceptual mapping
#) word association
Answer$ A %age$ &7& "ifficulty$ easy
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Chapter 16 Alternative Evaluation and Selection
.:. Which measurement techni,ue used to assess consumers- evaluative criteria assumes
consumers will not or cannot state their evaluative criteria?
A) direct
) indirect
C) primary
") secondary
#) differential
Answer$ %age$ &7& "ifficulty$ easy
2;. Which of the following are indirect measurement techni,ues used to determine
consumers- evaluative criteria?
A) con!oint analysis and factor analysis
) factor analysis and regression analysis
C) regression analysis and perceptual mapping
") pro!ective techni,ues and perceptual mapping
#) pro!ective techni,ues and regression analysis
Answer$ " %age$ &7& "ifficulty$ moderate
21. Which indirect measurement techni,ues used to determine consumers- evaluative
criteria allow the respondent to indicate the criteria someone else might use?
A) tangible
) intangible
C) pro!ective techni,ues
") perceptual mapping
#) con!oint analysis
Answer$ C %age$ &7& "ifficulty$ moderate
2(. Cwen is an elderly lady and is participating in a market research study. 1he
researcher asked her to describe the criteria someone who needs adult diapers might
use to evaluate alternatives. 1he researcher was not asking Cwen what criteria she
would use+ but rather+ the criteria Cwen thinks someone else would use. Which type
of techni,ue is this known as?
A) tangible techni,ue
) intangible techni,ue
C) pro!ective techni,ue
") perceptual mapping
#) con!oint analysis
Answer$ C %age$ &7& "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
2.. A techni,ue that re,uires consumers to !udge the similarity of alternative brands is
66666.
A) con!oint analysis
) attitude survey
C) semantic differential scale
") perceptual mapping
#) none of the above
Answer$ " %age$ &7& "ifficulty$ moderate
22. Cail was participating in a market research study+ and she was given (; pairs of
brands of shampoo and asked to indicate which pair is most similar+ which is second
most similar+ and so forth until all pairs were ranked. Which type of indirect
measurement techni,ue used to assess Cail-s evaluative criteria does this represent?
A) perceptual mapping
) con!oint analysis
C) evaluative mapping
") regression analysis
#) factor analysis
Answer$ A %age$ &7& "ifficulty$ moderate
2&. With the information provided by perceptual mapping the marketer can determine all
of the following #AC#%1 66666.
A) how the position of brands changes in response to marketing efforts
) how different brands are positioned according to evaluative criteria
C) how to position new brands using evaluative criteria
") how consumers will trade one evaluative criteria for another
#) all of the above
Answer$ " %age$ &7& "ifficulty$ hard
2'. Which of the following is the most widely used techni,ue for measuring consumers-
!udgments of brand performance on specific attributes?
A) rank ordering scales
) semantic differential scales
C) constant sum scales
") Dikert scales
#) nominal scales
Answer$ %age$ &7& "ifficulty$ hard
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Chapter 16 Alternative Evaluation and Selection
27. Which of the following is the most common method of direct measurement of the
relative importance of consumers- evaluative criteria?
A) rank ordering scales
) semantic differential scales
C) constant sum scales
") Dikert scales
#) nominal scales
Answer$ C %age$ &7' "ifficulty$ hard
28. Which of the following is the most popular indirect measurement approach to
measuring the relative importance of consumers- evaluative criteria?
A) perceptual mapping
) regression analysis
C) factor analysis
") con!oint analysis
#) cluster analysis
Answer$ " %age$ &7' "ifficulty$ moderate
2:. *n which type of indirect measurement approach to measuring the relative importance
of consumers- evaluative criteria are consumers presented with several descriptions of
alternatives and asked to rank all of them in terms of his or her preference for those
combinations of features?
A) perceptual mapping
) regression analysis
C) factor analysis
") con!oint analysis
#) cluster analysis
Answer$ " %age$ &7' "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
&;. @amie was participating in a market research study regarding computers when he was
presented with (2 different computers that varied on four criteria. )e was asked to
rank all (2 descriptions in terms of his preference for those combinations of features.
Which approach to assess the relative importance @amie places on evaluative criteria
was this research using?
A) perceptual mapping
) regression analysis
C) factor analysis
") con!oint analysis
#) cluster analysis
Answer$ " %age$ &7' "ifficulty$ moderate
&1. Which of the following is an e4ample of a federal law passed to facilitate direct
comparisons among alternatives?
A) 1elephone Consumer %rotection Act
) 1ruth3in3Dending law
C) ?ederal 1rade Commission Act
") Wheeler3Dea Amendment
#) @ust /oticeable "ifference law
Answer$ %age$ &77 "ifficulty$ hard
&(. 1he ability of an individual to distinguish between similar stimuli is called 66666.
A) stimulus generali5ation
) perceptual generali5ation
C) perceptual discrimination
") sensory perception
#) sensory discrimination
Answer$ # %age$ &77 "ifficulty$ moderate
&.. Sensory discrimination is 66666.
A) the minimum amount that one brand can differ from another with the difference
still being noticed
) the ma4imum amount that one brand can differ from another without it being
perceived as unreasonable by consumers
C) the ability of an individual to distinguish between distinctly different stimuli
") the ability of an individual to distinguish between similar stimuli
#) the relative importance consumers place on evaluative criteria
Answer$ " %age$ &77 "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
&2. 1he minimum amount that one brand can differ from another with the difference still
being noticed is referred to as the 666666.
A) discriminatory difference
) sensory difference
C) !ust noticeable difference
") recognition difference
#) obvious difference
Answer$ C %age$ &77 "ifficulty$ easy
&&. %rocter E Camble is the manufacturer of %ampers diapers. At one time+ the price of a
typical package of diapers was relatively high Fi.e.+ over G1( a package). "ue to the
threat of store brands stealing market share because of their lower price+ %EC decided
to lower the price for %ampers. While most consumers noticed the price reduction
because %EC promoted that fact+ what most of them did not notice was that the
number of diapers per package also decreased. )owever+ the reduction was only one
or two diapers per package. Which of the following best e4plains why consumers did
not notice the reduction in the ,uantity?
A) /umber of diapers per package was not important to consumers.
) 1he reduction in the ,uantity did not reach the level of a !ust noticeable difference.
C) %rice is more important than ,uantity to consumers.
") Consumers are price conscious for this product category.
#) Consumers are brand loyal.
Answer$ %age$ &77 "ifficulty$ hard
&'. An attribute used to stand for or indicate another attribute is known as a 66666.
A) determinant attribute
) substitute indicator
C) surrogate indicator
") secondary indicator
#) pro4y
Answer$ C %age$ &78 "ifficulty$ moderate
&7. Which of the following is often used as a surrogate indicator of ,uality?
A) price
) advertising intensity
C) warranties
") country of origin
#) all of the above
Answer$ # %age$ &78 "ifficulty$ easy
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Chapter 16 Alternative Evaluation and Selection
&8. Sam is a retiree with considerable resources+ so he doesn-t really spend much time on
purchase decisions. )is belief is that the most e4pensive brand is probably also the
best in terms of ,uality. Sam uses price as a 66666 indicator of ,uality.
A) surrogate
) pro4y
C) primary
") substitute
#) secondary
Answer$ A %age$ &78 "ifficulty$ moderate
&:. Which of the following does /01 affect how important various criteria are for
consumers?
A) usage situation
) competitive conte4t
C) advertising effects
") all of the above
#) none of the above
Answer$ " %age$ &7: "ifficulty$ easy
';. @ohn drinks Schwepps Cinger Ale for dinner as a beverage+ while @ack uses it only as
a mi4er in his cocktails. Which factor that influences the importance of evaluative
criteria is this?
A) usage situation
) competitive conte4t
C) advertising effects
") ,uantity of criteria
#) temporal perspective
Answer$ A %age$ &7: "ifficulty$ easy
'1. Speed of service and convenient location are criteria @ake considers when deciding at
which restaurant to eat lunch during a work day. )owever+ when he and his wife go
out for a romantic dinner+ the ambiance and ,uality of the food are more important.
Which factor is influencing the importance he places of various criteria?
A) usage situation
) competitive conte4t
C) advertising effects
") e4perience
#) social influences
Answer$ A %age$ &7: "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
'(. Which type of test is one in which the consumer is not aware of the product-s brand
name?
A) surrogate tests
) generic tests
C) blind tests
") primary tests
#) perceptual tests
Answer$ C %age$ &7:3&8; "ifficulty$ moderate
'.. 1he famous %epsi challenge had consumers taste two brands of cola without letting
them know the brand name of either. Which type of test is this?
A) surrogate tests
) generic tests
C) blind tests
") primary tests
#) perceptual tests
Answer$ C %age$ &7:3&8; "ifficulty$ moderate
'2. Which type of test enables the marketer to evaluate the functional characteristics of the
product and to determine if an advantage over a particular competitor has been
obtained without the contaminating+ or halo+ effects of the brand name or the firm-s
reputation?
A) surrogate tests
) generic tests
C) blind tests
") primary tests
#) perceptual tests
Answer$ C %age$ &8; "ifficulty$ moderate
'&. ?irms with a limited reputation sometimes do which of the following with a reputable
firm so as to gain from the ,uality associated with the known brand?
A) conduct blind tests
) form brand alliances
C) use two3sided messages
") form con!oint alliances
#) form con!unctive alliances
Answer$ %age$ &8; "ifficulty$ hard
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Chapter 16 Alternative Evaluation and Selection
''. A new brand of peanut butter cookies includes )ershey-s Hisses chocolates on top.
Which of the following is this new brand using in an attempt to gain from the ,uality
associated with )ershey-s chocolate?
A) blind test
) brand alliance
C) two3sided message
") con!oint alliance
#) con!unctive alliance
Answer$ %age$ &8; "ifficulty$ hard
'7. Which of the following is a decision rule used by consumers?
A) con!unctive
) dis!unctive
C) le4icographic
") compensatory
#) all of the above
Answer$ # %age$ &81 "ifficulty$ easy
'8. Which of the following is /01 a decision rule used by consumers?
A) con!unctive
) dis!unctive
C) le4icographic
") compensatory
#) con!oint
Answer$ # %age$ &81 "ifficulty$ moderate
':. Which of the following is a noncompensatory decision rule?
A) con!unctive
) dis!unctive
C) le4icographic
") elimination3by3aspects
#) all of the above
Answer$ # %age$ &81 "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
7;. Which decision rule establishes minimum re,uired performance standards for each
evaluative criterion and selects the first or all brands that meet or e4ceed these
minimum standards?
A) con!unctive
) dis!unctive
C) le4icographic
") elimination3by3aspects
#) compensatory
Answer$ A %age$ &81 "ifficulty$ moderate
71. Conrad is considering the purchase of a laptop computer. )e has decided that he will
not spend more that G1(;;+ the computer must weigh no more that 2 pounds+ and
battery life must last at least 2 hours. )e has similar minimum re,uirements for a few
other criteria he is using to evaluate alternatives. *f an alternative does not meet ADD
of these minimum re,uirements+ he will not consider it further. Which decision rule is
Conrad using?
A) con!unctive
) dis!unctive
C) le4icographic
") elimination3by3aspects
#) compensatory
Answer$ A %age$ &81 "ifficulty$ moderate
7(. Civen the following minimum standards Fcutoff points) %rice I .+ Juality I 2+ and
#ase of use I .+ which of the following computers would be chosen using the
con!unctive decision rule?
A) *9
) /#C
C) Compa,
") 1here-s not enough information to decide.
#) /one of the above computers would be chosen.
Answer$ A %age$ &813&8( "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
7.. Civen attribute cutoffs of %rice I &+ Juality I &+ and Weight I 2+ which of the
following would be chosen using the dis!unctive decision rule?
A) /#C
) Compa,
C) *9
") Compa, and *9 would be considered further.
#) Compa, and /#C would be considered further.
Answer$ # %age$ &8. "ifficulty$ moderate
72. Which decision rule establishes a minimum level of performance for each important
attribute Foften a fairly high level)+ and all brands that meet or e4ceed the performance
level for any key attribute are considered acceptable?
A) con!unctive
) dis!unctive
C) le4icographic
") elimination3by3aspects
#) compensatory
Answer$ %age$ &8. "ifficulty$ moderate
7&. Which decision rule re,uires the consumer to rank the evaluative criteria in terms of
their importance and to establish a cutoff point for each criterion+ and all brands are
first considered on the most important criterion+ the second most important+ and so on
until only one brand remains?
A) con!unctive
) dis!unctive
C) le4icographic
") elimination3by3aspects
#) compensatory
Answer$ " %age$ &8. "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
7'. 9iles is considering the purchase of a new car. %rice is the most important criterion
for him+ and he will only consider those models that do not e4ceed G(;+;;;. Since
several models satisfy this criterion+ he then considers how each alternative performs
with respect to gas mileage+ and he will not consider any that get less than (; miles
per gallon in the city. Which decision rule is 9iles using?
A) con!unctive
) dis!unctive
C) le4icographic
") elimination3by3aspects
#) compensatory
Answer$ " %age$ &8. "ifficulty$ moderate
77. Civen the following information+ which of the following compact disc players would
be chosen using the elimination3by3aspects decision rule?
A) Sony
) Sanyo
C) %ioneer
") Sony and %ioneer would be considered further.
#) none of the above
Answer$ " %age$ &8. "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
78. Civen the following information+ which of the following compact disc players would
be chosen using the le4icographic decision rule?
A) Sony
) Sanyo
C) %ioneer
") Sony and %ioneer would be considered further.
#) none of the above compact disc players would be chosen
Answer$ A %age$ &82 "ifficulty$ moderate
7:. Which decision rule re,uires the consumer to rank the criteria in order of importance+
and then the consumer selects the brand that performs best on the most important
attribute?
A) con!unctive
) dis!unctive
C) le4icographic
") elimination3by3aspects
#) compensatory
Answer$ C %age$ &82 "ifficulty$ moderate
8;. Civen the following importance weights %rice I &;+ Juality I 2;+ and #ase of use I
1;+ which of the following computers would be chosen using a compensatory decision
rule?
A) *9
) A tie between Compa, and *9.
C) /#C
") Compa,
#) A tie between /#C and *9.
Answer$ " %age$ &8'3&87 "ifficulty$ moderate
1''
Chapter 16 Alternative Evaluation and Selection
81. Which decision rule states that the brand that rates highest on the sum of the
consumer-s !udgments of the relevant criteria will be chosen?
A) con!unctive
) dis!unctive
C) le4icographic
") elimination3by3aspects
#) compensatory
Answer$ # %age$ &87 "ifficulty$ moderate
8(. 1he multiattribute model is which type of decision rule?
A) compensatory
) noncompensatory
C) dis!unctive
") le4icographic
#) elimination3by3aspects
Answer$ A %age$ &87 "ifficulty$ moderate
8.. @oanne is considering the purchase of a microwave oven and has four evaluative
criteria. ?or each criterion+ she has attached an importance weight F<W>)+ and each
brand is evaluated on its performance on that criterion F<>). 1hen a rating is
calculated by summing the product of the -s and W-s on a criterion for each brand+
and the brand with the highest overall rating is chosen. Which type of decision rule is
@oanne using?
A) con!unctive
) dis!unctive
C) le4icographic
") elimination3by3aspects
#) compensatory
Answer$ # %age$ &87 "ifficulty$ moderate
True/False Questions
82. All consumers have a bounded rationality.
Answer$ 1rue %age$ &'7 "ifficulty$ easy
8&. Affective choices tend to be holistic in nature.
Answer$ 1rue %age$ &'8 "ifficulty$ moderate
1'7
Chapter 16 Alternative Evaluation and Selection
8'. Attribute3based choices involve the use of general attitudes+ summary impressions+
intuitions+ or heuristics.
Answer$ ?alse %age$ &7; "ifficulty$ moderate
87. Attitude3based choices are not used for important decisions.
Answer$ ?alse %age$ &71 "ifficulty$ moderate
88. #valuative criteria can differ in type+ number+ and importance.
Answer$ 1rue %age$ &7. "ifficulty$ moderate
8:. *ndirect measurement techni,ues used to determine consumers- evaluative criteria
differ from direct measurements in that they assume consumers will not or cannot state
their evaluative criteria.
Answer$ 1rue %age$ &7& "ifficulty$ moderate
:;. 1he most common method of direct measurement to determine the relative importance
of evaluative criteria is the semantic differential.
Answer$ ?alse %age$ &7' "ifficulty$ hard
:1. An attribute used to stand for or indicate another attribute is known as a pro4y
indicator.
Answer$ ?alse %age$ &78 "ifficulty$ moderate
:(. ?actors affecting the relative importance and influence of evaluative criteria include
usage situation+ competitive conte4t+ and advertising effects.
Answer$ 1rue %age$ &7: "ifficulty$ easy
:.. Con!unctive+ dis!unctive+ elimination3by3aspects+ and le4icographic are
noncompensatory decision rules.
Answer$ 1rue %age$ &81 "ifficulty$ moderate
1'8
Chapter 16 Alternative Evaluation and Selection
:2. 1he con!unctive decision rule establishes minimum re,uired performance standards
for each evaluative criterion and selects the first or all brands that meet or e4ceed these
minimum standards.
Answer$ 1rue %age$ &81 "ifficulty$ moderate
:&. 1he dis!unctive decision rule establishes an optimum level of performance for each
evaluative criterion.
Answer$ ?alse %age$ &8. "ifficulty$ moderate
:'. ?or a target market using the elimination3by3aspects rule+ it is critical to meet or
surpass the consumers- re,uirements on one more Fin order) of the criteria used than
the competition.
Answer$ 1rue %age$ &82 "ifficulty$ moderate
:7. *n a compensatory decision+ a brand-s weakness on one attribute cannot be overcome
by it-s strength on another attribute.
Answer$ ?alse %age$ &8'3&87 "ifficulty$ moderate
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Chapter 16 Alternative Evaluation and Selection
Essay Questions
:8. Compare and contrast the three types of consumer choice processes.
%age$ &''3&7; "ifficulty$ moderate
Answer$
1he three types of consumer choice processes are$ affective choice+ attitude3based
choice+ and attribute3based choice. Affective choices tend to be more holistic in
nature. 1he brand is not decomposed into distinct components+ each of which is
evaluated separately from the whole as it is in the attribute3based choice. 1he
evaluation of such products is generally focused on the way they will make the user
feel as they are used. 1he evaluation itself is often based e4clusively or primarily on
the immediate emotional response to the product or service. Attribute-based choice
re,uires the knowledge of specific attributes at the time the choice is made+ and it
involves attribute3by3attribute comparisons across brands. Attitude-based choices+
on the other hand+ involve the use of general attitudes+ summary impressions+
intuitions+ or heuristicsK no attribute3by3attribute comparisons are made at the time of
choice. 1here can also be combinations of these forms. 9otivation+ information
availability+ and situational factors interact to determine which choice process will be
used. 1he greater the motivation to make an optimal decision+ the more likely an
attribute3based choice will be made. *n general+ the importance of making an optimal
decision increases with the value of the item being considered and conse,uences of a
nonoptimal decision.
::. "efine evaluative criteria+ and discuss the two types.
%age$ &7(3&7. "ifficulty$ easy
Answer$
Evaluative criteria are the various dimensions+ features+ or benefits a consumer looks
for in response to a specific problem. 1he type of evaluative criteria a consumer uses
in a decision varies from tangible cost and performance features to intangible factors
such as style+ taste+ prestige+ feelings generated+ and brand image.
17;
Chapter 16 Alternative Evaluation and Selection
1;;. Amelia is a marketing researcher and conducts studies to determine which evaluative
criteria consumers use in a given purchase situation+ their !udgments of brand
performance on specific criteria+ and the relative importance they place on evaluative
criteria. #4plain how Amelia does this.
%age$ &7&3&7' "ifficulty$ hard
Answer$
eter!ination of "hich Evaluative Criteria Are #sed$ 1o determine which
criteria are used by consumers in a specific product decision+ the marketing researcher
can utili5e either direct or indirect methods of measurement. "irect methods include
asking consumers what criteria they use in a particular purchase or+ in a focus group
setting+ noting what consumers say about products and their attributes. "irect
measurement techni,ues assume that consumers can and will provide data on the
desired attributes. *ndirect measurement techni,ues differ from direct in that they
assume consumers will not or cannot state their evaluative criteria. )ence+ fre,uent
use is made of indirect methods such as pro!ective techni,ues+ which allow the
respondent to indicate the criteria someone else might use. %erceptual mapping is
another useful indirect techni,ue for determining evaluative criteria.
eter!ination of Consu!ers% &ud'!ents of (rand )erfor!ance on Specific
Evaluative Criteria$ A variety of methods are available for measuring consumers-
!udgments of brand performance on specific attributes. 1hese include rank ordering
scales+ semantic differential scales Fmost widely used)+ and Dikert scales.
eter!ination of the *elative +!portance of Evaluative Criteria$ 1he importance
assigned to evaluative criteria can be measured either by direct or by indirect methods.
/o matter which techni,ue is used+ the usage situation should be specified as attribute
importance varies with the situation. 1he constant sum scale is the most common
method of direct measurement+ and the most popular indirect measurement approach
is con!oint analysis.
1;1. #4plain the difference between a compensatory decision rule and a noncompensatory
decision rule.
%age$ &81 "ifficulty$ easy
Answer$
/oncompensatory rule means that a high level of one attribute cannot offset a low
level of another. A compensatory rule means that consumers average across attribute
levels+ allowing for a high level of one value to offset a low value of another.
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Chapter 16 Alternative Evaluation and Selection
1;(. 1hink of a ma!or purchase decision you For your family) have made. *dentify from the
decision rules discussed in the te4t the specific rule you used For combination of
rules)+ define that rule+ and describe how you used that rule to select the alternative
that you purchased. *f you cannot think of a recent ma!or purchase in your life+
e4plain the decision rule you would use to make a ma!or purchase decision Fe.g.+
purchasing a car+ computer+ home+ etc.).
%age$ &8;3&87 "ifficulty$ hard
Answer$
Consumers commonly use five decision rules+ and students should use one For a
combination) of these to answer this ,uestion Fstudents- applications will vary)$
a. Con,unctive--establishes minimum re,uired performance standards for each
evaluative criterion and selects the first or all brands that meet or e4ceed these
minimum standards. Any brand falling below any of these minimum standards
Fcutoff points) would be eliminated from further consideration.
b. is,unctive--establishes a minimum level of performance for each important
attribute Foften a fairly high level). All brands that meet or e4ceed the
performance level for any key attribute are considered acceptable.
c. Eli!ination-by-Aspects--re,uires the consumer to rank the evaluative criteria in
terms of their importance and to establish a cutoff point for each criterion. All
brands are first considered on the most important criterion. 1hose that do not meet
or e4ceed the cutoff point are dropped from consideration. *f more than one brand
remains in the set after this first elimination phase+ the process is repeated on those
brands for the second most important criterion. 1his continues until only one
brand remains.
d. -e.ico'raphic--re,uires the consumer to rank the criteria in order of importance.
1he consumer then selects the brand that performs best on the most important
attribute. *f two or more brands tie on this attribute+ they are evaluated on the
second most important attribute. 1his continues through the attributes until one
brand outperforms the others.
e. Co!pensatory--the brand that rates highest on the sum of the consumer-s
!udgments of the relevant evaluative criteria will be chosen+ which is the same as
the multiattribute attitude model discussed in Chapter 11.
17(