Chapter 13

Question 0

Attribute based evaluation

Answer 0

Evaluative process wherein alternatives are evaluated across a set of attributes that are considered relevant to the purchase situation

Question 1

Affect-based evaluation

Answer 1

Evaluative process wherein consumers evaluate products based on the overall feeling that is evoked by the alternative

Question 2

Attribute correlation

Answer 2

Perceived relationship between product features

Question 3

Perceived favourable results derived from a particular feature

Answer 3

Benefit

Question 4

Bounded rationality

Answer 4

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

Question 5

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

Answer 5

Compensatory rule

Question 6

Conjoint analysis

Answer 6

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

Question 7

Conjunctive rule

Answer 7

Noncompensatory decision rule where the opinion selected must surpass a minimum cutoff across all relevant attributes

Question 8

Determinant criteria

Answer 8

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

Question 9

Non compensatory decision rule where the option selected surpasses a relevant overly high cut off point on any attribute

Answer 9

Disjunctive rule

Question 10

Elimination by aspects rule (EBA)

Answer 10

Non compensatory 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 subsequent evaluations proceed in order of importance until only one option remains

Question 11

Evaluative criteria

Answer 11

Attributes that consumers consider when reviewing alternative solutions to a problem

Question 12

Feature

Answer 12

Performance characteristics of an object

Question 13

Judgements

Answer 13

Mental assessments of the presence of attributes and the consequences associated with those attributes.

Question 14

Lexicographic rule

Answer 14

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

Question 15

Attributes that are visually apparent and easily recognisable

Answer 15

Perceptual attributes

Question 16

Mental representations of stored knowledge about groups of products

Answer 16

Product categories

Question 17

Signal

Answer 17

Attribute that consumer uses to infer something about another attribute.

Question 18

Underlying attributes

Answer 18

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