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Chapter 16 Alternative Evaluation and Selection Answer Key
Multiple Choice Questions
1.
When experiencing choice overload, consumers may
2.
Marketing strategies to deal with choice overload include
3.
Which of the following does NOT influence the evaluation of alternatives on each criterion?
4.
Rational choice theory implicitly or explicitly assumes a number of things about consumer
choice that are often not true, such as _____.
5.
Attribute-based choice requires _____.
6.
A limited capacity for processing information is known as _____.
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 _____.
8.
A metagoal refers to _____.
9.
Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with
which a decision can be justified are examples of consumer _____.
10.
The fact that consumers have limited capacity for processing information is referred to as
_____.
11.
Which of the following is(are) a type of consumer choice process?
12.
Which of the following is(are) NOT a type of consumer choice process?
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?
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?
15.
Which of the following motives are most likely in affective choices?
16.
Which type of motives underlie behaviors that are intrinsically rewarding to the individual
involved?
17.
Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing
represents which type of motive?
18.
Which type of motives activates behaviors designed to achieve a second goal?
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. For Hannah, which type of motive is most likely
underlying her request for that specific brand?
20.
Which type of consumer choice process requires the knowledge of specific attributes at the
time the choice is made and involves attribute-by-attribute comparisons across brands?
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?
22.
Which type of consumer choice process involves the use of general attitudes, summary
impressions, intuitions, or heuristics, as well as no attribute-by-attribute comparisons being
made at the time of 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?
24.
Which of the following statements is TRUE regarding consumer choice processes?
25.
The various dimensions, features, or benefits consumers look for in response to a specific
problem are called _____.
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 _____.
27.
Evaluative criteria can differ on which of the following?
28.
Evaluative criteria differ on all EXCEPT which of the following?
29.
The two types of evaluative criteria are _____.
30.
Cost and performance features are examples of which type of evaluative criteria?
31.
Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on
the basis of screen size, battery life, and price. Andrew is using which type of evaluative
criteria?
32.
Style, taste, prestige, feelings generated, and brand image are examples of which type of
evaluative criteria?
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.
34.
Before a marketing manager or public policy decision maker can develop a sound strategy to
affect consumer decisions, he or she must determine _____.
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?
36.
To determine which criteria are used by consumers in a specific product decision, the
marketing researcher can utilize which two methods of measurement?
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?
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?
39.
Which measurement technique used to assess consumers' evaluative criteria assumes
consumers will not or cannot state their evaluative criteria?
40.
Which of the following are indirect measurement techniques used to determine consumers'
evaluative criteria?
41.
Which indirect measurement techniques used to determine consumers' evaluative criteria
allow the respondent to indicate the criteria someone else might use?
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?
43.
A technique that requires consumers to judge the similarity of alternative brands is _____.
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?
45.
With the information provided by perceptual mapping, the marketer can determine all of the
following EXCEPT _____.
46.
Which of the following is the most widely used technique for measuring consumers' judgments
of brand performance on specific attributes?
47.
Which of the following is the most common method of direct measurement of the relative
importance of consumers' evaluative criteria?
