978-1260100044 Test Bank Chapter 16 Part 3

77. Given the following information, which of the following Blu-Ray DVD players would be chosen using the

elimination-by-aspects decision rule?

PERFORMANCE

Rank

Cutoff Point

Sanyo

Sony

Pioneer

Price

1

4

3

5

4

Quality

2

4

5

4

Style

3

5

3

A. Sony

B. Sanyo

C. Pioneer

D. Sony and Pioneer would be considered further.

E. None of these choices are correct.

78. Given the following information, which of the following Blu-Ray DVD players would be chosen using the

lexicographic decision rule?

PERFORMANCE

Rank

Cutoff Point

Sanyo

Sony

Pioneer

Price

1

4

5

4

Quality

2

4

5

1

5

Style

3

4

2

5

A. Sony

B. Sanyo

C. Pioneer

D. Sony and Pioneer would be considered further.

E. None of these choices are correct.

16-34

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: Lexicographic Decision Rule

79. Which decision rule requires 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. conjunctive

B. disjunctive

C. lexicographic

D. elimination-by-aspects

E. compensatory

80. Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following

computers would be chosen using a compensatory decision rule?

HP

Samsung

Dell

Price

4

3

Quality

3

5

Ease of Use

5

3

5

A. Dell

B. a tie between Samsung and Dell

C. HP

D. Samsung

E. a tie between HP and Dell

81. Which decision rule states that the brand that rates highest on the sum of the consumer’s judgments of the

relevant criteria will be chosen?

A. conjunctive

B. disjunctive

C. lexicographic

D. elimination-by-aspects

E. compensatory

82. The multiattribute model is which type of decision rule?

A. compensatory

B. noncompensatory

C. disjunctive

D. lexicographic

E. elimination-by-aspects

83. Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she

has attached an importance weight (“W”), and each brand is evaluated on its performance on that criterion (“B”).

Then a rating is calculated by summing the product of the B’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 Joanne using?

A. conjunctive

B. disjunctive

C. lexicographic

D. elimination-by-aspects

E. compensatory

84. All consumers have a bounded rationality.

85. Affective choices tend to be holistic in nature.

86. Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics.

87. Attitude-based choices are not used for important decisions.

88. Evaluative criteria can differ in type, number, and importance.

89. Indirect measurement techniques used to determine consumers’ evaluative criteria differ from direct

measurements in that they assume consumers will not or cannot state their evaluative criteria.

16-38

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: Measurement of Evaluative Criteria

90. The most common method of direct measurement to determine the relative importance of evaluative criteria is

the semantic differential.

91. An attribute used to stand for or indicate another attribute is known as a proxy indicator.

92. Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive

context, and advertising effects.

93. Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.

94. The conjunctive 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.

95. The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion.

96. For a target market using the elimination-by-aspects rule, it is critical to meet or surpass the consumers’

requirements on one more (in order) of the criteria used than the competition.

97. In a compensatory decision, a brand’s weakness on one attribute cannot be overcome by its strength on another

attribute.

98. Placing a decoy in the choice set increases the probability that the marketer’s preferred option by drawing

attention to the preferred option and away from other options.

Essay Questions

99. Compare and contrast the three types of consumer choice processes.

100. Evaluative criteria are the various dimensions, features, or benefits a consumer looks for in response to a

specific problem. Discuss the two types.

101. Amelia is a marketing researcher and conducts studies to determine which evaluative criteria consumers use in

a given purchase situation, their judgments of brand performance on specific criteria, and the relative importance

they place on evaluative criteria. Explain how Amelia does this.

102. Explain the difference between a compensatory decision rule and a noncompensatory decision rule.

103. Think of a major purchase decision you (or your family) have made. Identify from the decision rules discussed

in the text the specific rule you used (or combination of rules), define that rule, and describe how you used that rule

to select the alternative that you purchased. If you cannot think of a recent major purchase in your life, explain the

decision rule you would use to make a major purchase decision (e.g., purchasing a car, computer, home, etc.).

Explanation:

Consumers commonly use five decision rules, and students should use one (or a combination) of these to answer this

question (students’ applications will vary):

Chapter 16 Test Bank Summary