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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 requires that all brands are
first considered on the most important criterion, the second most important, and so on until
only one brand remains?
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 $20,000. Because 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?
77.
Given the following information, which of the following compact disc players would be chosen
using the elimination-by-aspects decision rule?
78.
Given the following information, which of the following compact disc players would be chosen
using the 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?
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?
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?
82.
The multiattribute model is which type of decision rule?
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?
True / False Questions
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.
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.
Making a brand a compromise option in the choice set decreases that brand's probability of
being chosen because consumers do not like "middle-of-the road" brands.
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.).
