ch. 13

Question 1

evaluation criteria

Answer 1

attributes consumers consider when reviewing alternative solutions to a problem

Question 2

feature

Answer 2

performance characteristic of an object

Question 3

benefit

Answer 3

perceived favorable results derived from a particular feature

Question 4

determinant criteria

Answer 4

criteria that is carefully considered and directly related to the actual choice made

Question 5

bounded rationality

Answer 5

idea that consumers attempt to act rationally within their information processing constraints

Question 6

affect based evaluation

Answer 6

consumers evaluate products based on the overall feeling is evoked by the alternative ex)I’m not even sure why I bought this sweater, I just liked it

Question 7

attribute based evaluation

Answer 7

alternatives are evaluated across a set of characteristics/ attributes

Question 8

product categories

Answer 8

mental representations of stored knowledge about group products ex) smartphones

Question 9

attribute correlation

Answer 9

perceived relationship between product features

Question 10

conjoint analysis

Answer 10

technique used to understand the attributes consumers use by having them compare products

Question 11

compensatory rule

Answer 11

allows consumer to select product that may perform poorly in one attribute & compensating for that by good performance on another attribute

Question 12

noncompensatory rule

Answer 12

decision rule where strict guidelines are set prior, & any option not meeting the guidelines is eliminated

Question 13

conjunctive rule

Answer 13

non-compensatory decision rule when option selected must surpass a minimum cutoff across all relevant attributes

Question 14

disjunctive rule

Answer 14

non-compensatory rule where option selected surpassed a high cutoff point

Question 15

lexicographic rule

Answer 15

decision rule where option selected is thought to perform best on most important attribute

Question 16

elimination by aspects rule (EBA)

Answer 16

consumer begins evaluating options by first looking at most important attribute than eliminating any option that doesn’t meet that cutoff, proceed in order of importance and only one option remains

Question 17

Hedonic vs. Utilitarian Criteria

Answer 17

hedonic is attachment, emotional while utilitarian is the function or economic aspect (cost)

Question 18

Signals

Answer 18

allows consumer to see something distinctive about an alternative (characteristics such as brand name, price etc.) used when trying to collect info. about quality

Question 19

Issues affecting consumer judgments

Answer 19

just noticeable difference, attribute correlation, quality perceptions, brand name associations, consumer personality