Ch 13 Vocab

Question 1

13-1 Evaluation of Alternatives: Criteria

The attributes that consumers consider when reviewing alternative solutions to a problem

Answer 1

Evaluative Criteria

Question 2

13-1 Evaluation of Alternatives: Criteria

Performance Characteristic of an Object

Answer 2

Feature

Question 3

13-1 Evaluation of Alternatives: Criteria

The perceived favorable results derived from a particular feature

Answer 3

Benefit

Question 4

13-1 Evaluation of Alternatives: Criteria

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

Answer 4

Determinant Criteria

Question 5

13-2 Value and Alternative Evaluation

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

Answer 5

Bounded Rationality

Question 6

13-2 Value and Alternative Evaluation

The evaluative process wherin consumers evaluate products based on the overall feeling that is evoked by the alternative

Answer 6

Affect Based Evaluation

Question 7

13-2 Value and Alternative Evaluation

The evaluative process wherin alternatives are evaluated across a set of attributes that are considered relevant to the purchase situation

Answer 7

Attribute Based Evaluation

Question 8

13-3 Product Categorization and Criteria Selection

The mental representations of stored knowledge about groups of products

Answer 8

Product Categories

Question 9

13-3 Product Categorization and Criteria Selection

The attributes that are visually apparent and easily recognizable

Answer 9

Perceptual Attributes

Question 10

13-3 Product Categorization and Criteria Selection

The attributes that are not readily apparent and can be learned only through experience or contact with the product

Answer 10

Underlying Attributes

Question 11

13-3 Product Categorization and Criteria Selection

The attribute that consumers use to infer something about another attribute

Answer 11

Signal

Question 12

13-3 Product Categorization and Criteria Selection

The mental assessments of the presence of attributes and the benefits associated with those attributes

Answer 12

Judgements

Question 13

13-3 Product Categorization and Criteria Selection

The perceived relationship between product features

Answer 13

Attribute Correlation

Question 14

13-3 Product Categorization and Criteria Selection

The technique used to develop an understanding of the attributes that guide consumer preferences by having consumers compare product preferences across varying levels of evaluative criteria and expected utility

Answer 14

Conjoint Analysis

Question 15

13-4 Consumer Choice: Decision Rules

The decision rule that allows consumers to select products that may perform poorly on one attribute by compensating for the poor performance by the good performance on another attribute

Answer 15

Compensatory Rules

Question 16

13-4 Consumer Choice: Decision Rules

The decision rule in which strict guidelines are set prior to selection and any option that does not meet the guidelines is eliminated from consideration

Answer 16

Noncompensatory Rules

Question 17

13-4 Consumer Choice: Decision Rules

The noncompensatory decision rule where the option selected must surpass a minimum cutoff across all relavant attributes

Answer 17

Conjunctive Rule

Question 18

13-4 Consumer Choice: Decision Rules

The noncompensatory decision rule where the option selected surpasses a relatively high cutoff point on any attribute

Answer 18

Disjunctive Rule

Question 19

13-4 Consumer Choice: Decision Rules

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

Answer 19

Lexicographic Rule

Question 20

13-4 Consumer Choice: Decision Rules

The noncompensatory decision rule where the consumer begins evaluating options by first looking at the most important attribute and eliminating any option that does not meet a minimum cutoff point for that attribute, and where subequent evaluations proceed in order of importance until only one option remains

Answer 20

Elimination By Aspects Rule (EBA)