Kaiser Marketing recently conducted a survey on behalf of Health Products. The
primary purpose of the survey was to illustrate to Health Products that it was relying on
results of previous studies that, according to Kaiser, were unreliable due to the wording
of the survey questions. To prove this point, Kaiser conducted a two-prong survey. In
the first prong, the survey questions were worded such that the answers tended to sound
positive. In the second prong, the survey questions were re-worded such that the
answers tended to convey a negative feeling. Both sets of survey questions should have
resulted in similar results as the information solicited was essentially identical.
However, the survey results varied significantly. This survey best illustrates which one
of the following?
A. mental accounting
B. overconfidence
C. self attribution bias
D. confirmation bias
E. frame dependence
Answer:
Which one of the following statements is correct concerning the lease versus buy
decision?
A. The lessor is primarily concerned with returning the asset at the end of the lease term
without incurring any additional charges.
B. The lessor is primarily concerned about the use of the asset.
C. If Dell Computer became a lessor of its own computers it would be engaging in
direct leasing.