Chapter 16 – Test Bank
1. When experiencing choice overload, consumers may
A. respond with “analysis paralysis” and make no decision.
B. use heuristics to make a decision.
C. end up feeling dissatisfied with their choice.
D. blame themselves for making a bad choice.
E. All of these choices are correct.
2. Marketing strategies to deal with choice overload include
A. increasing the number of product assortments.
B. selecting alternatives that have little meaningful differences.
C. subscription decision services such as e-tailer Stich Fix.
D. increasing the square footage in brick and mortar stores.
E. None of these choices are correct.
3. Which of the following does not influence the evaluation of alternatives on each criterion?
A. decision rules applied
B. evaluative criteria
C. importance of criteria
D. alternatives considered
E. All of these choices are influence the evaluation of alternatives on each criterion.
16-2
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AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 16-02 Summarize the types of choice processes consumers engage in.
Topic: Types of Consumer Choice Processes
4. Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often
not true, such as
A. consumers seek one optimal solution to a problem and choose on that basis.
B. consumers have the skill and motivation to find the optimal choice.
C. the optimal solution does not change as a function of situational factors such as time pressure, task definition, or
competitive context.
D. consumers seek one optimal solution to a problem and choose on that basis and the optimal solution does not
change as a function of situational factors such as time pressure, task definition, or competitive context.
E. All of these choices are correct.
5. Attribute-based choice requires
A. the knowledge of specific attributes at the time the choice is made.
B. attribute-by-attribute comparisons across brands.
C. summary impressions.
D. the knowledge of specific attributes at the time the choice is made and attribute-by-attribute comparisons across
brands.
E. All of these choices are correct.
6. A limited capacity for processing information is known as
A. working memory.
B. bounded memory.
C. bounded rationality.
D. bounded processing.
E. finite processing.
7. Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time.
This limited capacity for processing information is known as
A. working memory
B. bounded memory
C. bounded rationality
D. bounded processing
E. finite processing
8. A metagoal refers to
A. the overall amount of energy devoted to any given purchase.
B. the general nature of the outcome being sought.
C. the conscious thinking of all decision processes.
D. using nonfinancial criteria to make purchase decisions.
E. None of these choices are correct.
16-4
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 16-01 Discuss how actual consumer choice often differs from rational choice theory.
Topic: Consumer Choice and Types of Choice Process
9. Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision
can be justified are examples of consumer
A. metagoals.
B. rational goals.
C. evoked goals.
D. affective goals.
E. primary goals.
10. The fact that consumers have limited capacity for processing information is referred to as
A. bounded rationality.
B. instrumental capacity.
C. cognitive capacity.
D. cognitive dissonance.
E. All of these choices are correct.
11. Which of the following is a type of consumer choice process?
A. affective choice
B. attitude-based choice
C. attribute-based choice
D. affective choice and attitude-based choice
E. affective choice, attitude-based choice, and attribute-based choice
12. Which of the following is not a type of consumer choice process?
A. affective choice
B. attitude-based choice
C. irrational choice
D. affective choicea and attitude-based choice
E. All of these choices are types of consumer choice processes.
13. 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
B. attitude-based choice
C. rational choice
D. attribute-based choice
E. instrumental choice
16-6
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 16-02 Summarize the types of choice processes consumers engage in.
Topic: Types of Consumer Choice Processes
14. 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 exclaimed, “This is it!” That 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
B. attitude-based choice
C. rational choice
D. attribute-based choice
E. instrumental choice
15. Which of the following motives are most likely in affective choices?
A. consummatory motives
B. primary motives
C. affective motives
D. immediate motives
E. instrumental motives
16. Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved?
A. instrumental motives
B. affective motives
C. cognitive motives
D. consummatory motives
E. personal motives
17. Pamela likes to sew because it relaxes her. To her, it’s like therapy. For Pamela, sewing represents which type of
motive?
A. instrumental motive
B. affective motive
C. cognitive motive
D. consummatory motive
E. personal motive
18. Which type of motives activates behaviors designed to achieve a second goal?
A. instrumental motives
B. affective motives
C. cognitive motives
D. consummatory motives
E. personal motives
16-8
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 16-02 Summarize the types of choice processes consumers engage in.
Topic: Types of Consumer Choice Processes
19. Hannah asked her mother to buy her a certain brand of athletic shoes because that’s what all the other kids are
wearing at school and she wants to fit in. For Hannah, which type of motive is most likely underlying her request for
that specific brand?
A. instrumental motive
B. affective motive
C. cognitive motive
D. consummatory motive
E. personal motive
20. Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is
made, and it involves attribute-by-attribute comparisons across brands?
A. affective choice
B. attitude-based choice
C. rational choice
D. attribute-based choice
E. instrumental choice
21. Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory,
speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these
rankings. Joseph is using which type of choice process?
A. affective choice
B. attitude-based choice
C. rational choice
D. attribute-based choice
E. instrumental choice
22. Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions,
or heuristics, and no attribute-by-attribute comparisons are made at the time of choice?
A. affective choice
B. attitude-based choice
C. rational choice
D. attribute-based choice
E. instrumental choice
23. Bobbie bought a Dell 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 Bobbie use?
A. affective choice
B. attitude-based choice
C. rational choice
D. attribute-based choice
E. instrumental choice
24. Which of the following statements is true regarding consumer choice processes?
A. Attitude-based choices require the knowledge of specific attributes at the time the choice is made.
B. The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made.
C. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-
based choices are made.
D. Consumers do not use attitude-based choices for important products.
E. Attitude-based choices require the comparison of each specific attribute across all brands considered.
25. The various dimensions, features, or benefits consumers look for in response to a specific problem are called
A. alternatives.
B. choices.
C. heuristics.
D. evaluative criteria.
E. motives.
16-11
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 16-03 Explain evaluative criteria and their measurement.
Topic: Evaluative Criteria
26. Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an
automobile. These two features represent Nancy’s
A. alternatives.
B. choices.
C. heuristics.
D. evaluative criteria.
E. motives.
27. Evaluative criteria can differ on which of the following?
A. type
B. number
C. importance
D. type and number
E. type, number, and importance
28. Evaluative criteria differ on all except which of the following?
A. type
B. number
C. quality
D. importance
E. evaluative criteria can differ on all of the above
29. The two types of evaluative criteria are
A. primary and secondary.
B. tangible and intangible.
C. manifest and latent.
D. direct and indirect.
E. consummatory and instrumental.
30. Cost and performance features are examples of which type of evaluative criteria?
A. tangible
B. intangible
C. primary
D. secondary
E. instrumental
16-13
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 16-03 Explain evaluative criteria and their measurement.
Topic: Nature of Evaluative Criteria
31. Andrew is considering the purchase of a portable e-reader. He is comparing alternatives on the basis of screen
size, battery life, and price. Andrew is using which type of evaluative criteria?
A. tangible
B. intangible
C. primary
D. secondary
E. instrumental
32. Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?
A. tangible
B. intangible
C. primary
D. secondary
E. instrumental
33. 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
examples of __________ evaluative criteria.
A. tangible
B. intangible
C. primary
D. secondary
E. consummatory
34. Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer
decisions, he or she must determine
A. which evaluative criteria are used by the consumer.
B. how the consumer perceives the various alternatives on each criterion.
C. the relative importance of each criterion.
D. which evaluative criteria are used by the consumer and how the consumer perceives the various alternatives on
each criterion.
E. which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each
criterion, and the relative importance of each criterion.
35. Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer
decisions, he or she must determine all except which of the following?
A. which evaluative criteria are used by the consumer.
B. how the consumer perceives the various alternatives on each criterion.
C. the relative importance of each criterion.
D. All of these choices are must be determined.
E. None of these choices are correct.
36. To determine which criteria are used by consumers in a specific product decision, the marketing researcher can
utilize which two methods of measurement?
A. primary and secondary
B. manifest and latent
C. direct and indirect
D. immediate and delayed
E. nominal and interval
37. 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
B. indirect
C. projective
D. perceptual mapping
E. word association
38. Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that
taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?
A. direct
B. indirect
C. projective
D. perceptual mapping
E. word association
39. Which measurement technique used to assess consumers’ evaluative criteria assumes consumers will not or
cannot state their evaluative criteria?
A. direct
B. indirect
C. primary
D. secondary
E. differential
16-17
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 16-03 Explain evaluative criteria and their measurement.
Topic: Measurement of Evaluative Criteria
40. Which of the following are indirect measurement techniques used to determine consumers’ evaluative criteria?
A. conjoint analysis and factor analysis
B. factor analysis and regression analysis
C. regression analysis and perceptual mapping
D. projective techniques and perceptual mapping
E. projective techniques and regression analysis
41. Which indirect measurement techniques used to determine consumers’ evaluative criteria allow the respondent to
indicate the criteria someone else might use?
A. tangible
B. intangible
C. projective techniques
D. perceptual mapping
E. conjoint analysis
42. Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the
criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen
what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is
this known as?
A. tangible technique
B. intangible technique
C. projective technique
D. perceptual mapping
E. conjoint analysis
43. A technique that requires consumers to judge the similarity of alternative brands is
A. conjoint analysis.
B. attitude survey.
C. semantic differential scale.
D. perceptual mapping.
E. None of these choices are correct.
44. Gail was participating in a market research study, and she was given 20 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 technique used to assess Gail’s evaluative criteria does this represent?
A. perceptual mapping
B. conjoint analysis
C. evaluative mapping
D. regression analysis
E. factor analysis
45. With the information provided by perceptual mapping the marketer can determine all of the following except
A. 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 brands using evaluative criteria.
D. how consumers will trade one evaluative criteria for another.
E. All of these choices are correct.
46. Which of the following is the most widely used technique for measuring consumers’ judgments of brand
performance on specific attributes?
A. rank ordering scales
B. semantic differential scales
C. constant sum scales
D. Likert scales
E. nominal scales
16-20
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 16-03 Explain evaluative criteria and their measurement.
Topic: Measurement of Evaluative Criteria
47. Which of the following is the most common method of direct measurement of the relative importance of
consumers’ evaluative criteria?
A. noncomparative rating scales
B. semantic differential scales
C. constant sum scales
D. Likert scales
E. nominal scales
48. Which of the following is the most popular indirect measurement approach to measuring the relative importance
of consumers’ evaluative criteria?
A. perceptual mapping
B. regression analysis
C. factor analysis
D. conjoint analysis
E. cluster analysis