Chapter 13

Question 1

Consumer Decision Making Process

Answer 1

need recognition
search for information
evaluation of alternatives
choice
postchoice evaluation

Question 2

evaluative criteria

Answer 2

attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem

Question 3

feature

Answer 3

performance characteristic of an object

Question 4

benefit

Answer 4

perceived favorable result that is derived from the presence of a particular feature

Question 5

product

Answer 5

landscape lights
garage door opener
refrigerator

Question 6

feature

Answer 6

solar panel
programmable code
ice maker

Question 7

benefit

Answer 7

environmentally firendly
security
ease of use

Question 8

determinant criteria

Answer 8

evaluative criteria that are related to the actual choice that is made

Question 9

hedonic criteria

Answer 9

emotional, symbolic, and subjective attributes or benefits that are associated with an alternative

Question 10

rounded rationality

Answer 10

perfectly rational decisions are not always feasible due to constraints found in information processing

Question 11

affect based evaluation

Answer 11

evaluate products based on the overall feeling that is evoked by the alternative

Question 12

attribute based evaluation

Answer 12

evaluate alternatives across a set of attributes that are considered relevant to the purchase situation

Question 13

product categories

Answer 13

mental representations of stored knowledge about groups of products

Question 14

category levels

Answer 14

superordinate

subordinate

Question 15

superordinate

Answer 15

beverages

Question 16

subordinate

Answer 16

colas
sports dirnks
juices

Question 17

perceptual attributes

Answer 17

visually apparent and easily recognizable

Question 18

underlying attributes

Answer 18

readily apparent and can only be learned through experience with the product

Question 19

signal (underlying)

Answer 19

characteristic that allows a consumer to diagnose something distinctive about an alternative

Question 20

factors determining evaluative criteria used

Answer 20

situational influences
product knowledge
expert opinions
social influences
online sources
marketing communicaitons

Question 21

issues that affect consumer judgements

Answer 21

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

Question 22

compensatory rules

Answer 22

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

Question 23

non compensatory rules

Answer 23

used, strict guidelines are set prior to selections, and any options that does not meet the specifications is eliminated from consideration

Question 24

non compensatory models

Answer 24

conjuctive rule
disjunctive rule
lexicographic rule
elimination by aspects rule (EBA)

Question 25

retail outlet selection

Answer 25

several factors influence the choice of retail outlet including objective and subjective criteria such as:
product variety
store image
location
service
product quality