49. In 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
B. regression analysis
C. factor analysis
D. conjoint analysis
E. cluster analysis
50. Jamie was participating in a market research study regarding computers when he was presented with 24 different
computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those
combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was
this research using?
A. perceptual mapping
B. regression analysis
C. factor analysis
D. conjoint analysis
E. cluster analysis
51. Which of the following is an example of a federal law passed to facilitate direct comparisons among
alternatives?
A. Telephone Consumer Protection Act
B. Truth In Lending Act
C. Federal Trade Commission Act
D. Wheeler-Lea Amendment
E. Just Noticeable Difference law
52. The ability of an individual to distinguish between similar stimuli is called
A. stimulus generalization.
B. perceptual generalization.
C. perceptual discrimination.
D. sensory perception.
E. sensory discrimination.
53. Sensory discrimination is
A. the minimum amount that one brand can differ from another with the difference still being noticed.
B. the maximum 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.
D. the ability of an individual to distinguish between similar stimuli.
E. the relative importance consumers place on evaluative criteria.
16-23
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: Moderate
Gradable: automatic
Learning Objective: 16-04 Describe the role of evaluative criteria in consumer judgment and marketing strategy.
Topic: Accuracy of Individual Judgments
54. The minimum amount that one brand can differ from another with the difference still being noticed is referred to
as the
A. discriminatory difference.
B. sensory difference.
C. just noticeable difference.
D. recognition difference.
E. obvious difference.
55. Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers
was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their
lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction
because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also
decreased. However, the reduction was only one or two diapers per package. Which of the following best explains
why consumers did not notice the reduction in the quantity?
A. Number of diapers per package was not important to consumers.
B. The reduction in the quantity did not reach the level of a just noticeable difference.
C. Price is more important than quantity to consumers.
D. Consumers are price conscious for this product category.
E. Consumers are brand loyal.
56. An attribute used to stand for or indicate another attribute is known as a
A. determinant attribute.
B. substitute indicator.
C. surrogate indicator.
D. secondary indicator.
E. proxy.
57. Which of the following is often used as a surrogate indicator of quality?
A. price
B. advertising intensity
C. warranties
D. country of origin
E. All of these choices are correct.
58. Sam is a retiree with considerable resources, so he doesn’t really spend much time on purchase decisions. His
belief is that the most expensive brand is probably also the best in terms of quality. Sam uses price as a __________
indicator of quality.
A. surrogate
B. proxy
C. primary
D. substitute
E. secondary
16-25
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: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 16-04 Describe the role of evaluative criteria in consumer judgment and marketing strategy.
Topic: Use of Surrogate Indicators
59. Which of the following affects how important various criteria are for consumers?
A. usage situation.
B. competitive context.
C. advertising effects.
D. All of these choices are correct.
E. None of these choices are correct.
60. John drinks Schwepps Ginger Ale for dinner as a beverage, while Jack uses it only as a mixer in his cocktails.
Which factor that influences the importance of evaluative criteria is this?
A. usage situation
B. competitive context
C. advertising effects
D. quantity of criteria
E. temporal perspective
61. Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat
lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of
the food are more important. Which factor is influencing the importance he places of various criteria?
A. usage situation
B. competitive context
C. advertising effects
D. experience
E. social influences
62. Which type of test is one in which the consumer is not aware of the product’s brand name?
A. surrogate tests
B. generic tests
C. blind tests
D. primary tests
E. perceptual tests
63. The famous Pepsi 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
B. generic tests
C. blind tests
D. primary tests
E. perceptual tests
64. 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
B. generic tests
C. blind tests
D. primary tests
E. perceptual tests
65. Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the
quality associated with the known brand?
A. conduct blind tests
B. form brand alliances
C. use two-sided messages
D. form conjoint alliances
E. form conjunctive alliances
16-28
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: 16-04 Describe the role of evaluative criteria in consumer judgment and marketing strategy.
Topic: Evaluative Criteria, Individual Judgments, and Marketing Strategy
66. A new brand of peanut butter cookies includes Hershey’s Kisses chocolates on top. Which of the following is
this new brand using in an attempt to gain from the quality associated with Hershey’s chocolate?
A. blind test
B. brand alliance
C. two-sided message
D. conjoint alliance
E. conjunctive alliance
67. Which of the following is a decision rule used by consumers?
A. conjunctive
B. disjunctive
C. lexicographic
D. compensatory
E. All of these choices are correct.
68. Which of the following is not a decision rule used by consumers?
A. conjunctive
B. disjunctive
C. lexicographic
D. compensatory
E. conjoint
69. Which of the following is a noncompensatory decision rule?
A. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. All of these choices are correct.
70. Which decision rule establishes minimum required performance standards for each evaluative criterion and
selects the first or all brands that meet or exceed these minimum standards?
A. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. compensatory
16-30
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: Moderate
Gradable: automatic
Learning Objective: 16-05 Summarize the five decision rules for attribute-based choice and their strategic relevance.
Topic: Conjunctive Decision Rule
71. Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than
$1200, the computer must weigh no more than 4 pounds, and battery life must last at least 4 hours. He has similar
minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet all
of these minimum requirements, he will not consider it further. Which decision rule is Conrad using?
A. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. compensatory
72. Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of use = 3, which of the
following computers would be chosen using the conjunctive decision rule?
HP
Dell
Samsung
Price
4
5
2
Quality
3
4
5
Ease of Use
4
4
4
A. Dell
B. HP
C. Samsung
D. There’s not enough information to decide.
E. None of these choices are correct.
16-31
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: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 16-05 Summarize the five decision rules for attribute-based choice and their strategic relevance.
Topic: Conjunctive Decision Rule
73. Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using
the disjunctive decision rule?
HP
Dell
Samsung
Price
5
4
4
Quality
3
3
5
Ease of Use
3
3
1
A. HP
B. Samsung
C. Dell
D. Samsung and Dell would be considered further.
E. Samsung and HP would be considered further.
74. Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high
level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable?
A. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. compensatory
75. Which decision rule requires 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. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. compensatory
76. Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only
consider those models that do not exceed $25,000. 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 20 miles per
gallon in the city. Which decision rule is Miles using?
A. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. compensatory