Chapter 13

Question 1

Evaluative criteria

Answer 1

Attributes that consumers consider when reviewing alternative solutions to a problem

Question 2

Feature

Answer 2

Performance characteristic of an object

Benefit: perceived favorable results derived from a particular feature

Question 3

Determinant criteria

Answer 3

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

Question 4

Bounded rationality

Answer 4

Idea that consumers attempt to act rationally within their information processing restraints.

Question 5

Affect - based evaluation

Answer 5

Consumers evaluate product based on feelings

Question 6

Attribute based evaluation

Answer 6

Alternatives are evaluated across a set of attributes

Question 7

Product categories

Answer 7

Mental representations of stored knowledge about groups of products

Question 8

Underlying attributes

Answer 8

Not readily apparent and can be learned only through experience or contact with the product.

Question 9

Perceptual attributes

Answer 9

Visually apparent and easily recognizable

4 categories:

Superordinate
Basic
Subordinate
Features

Question 10

Signal

Answer 10

Attribute that consumers use to infer something about another attribute

Include: brand name, price, appearance

Question 11

Attribute correlation

Answer 11

Perceived relationship between product features

Question 12

Conjoint analysis

Answer 12

Technique used to develop an understanding of the attributes that guide consumer preferences by comparing product preferences over varying levels of evaluative criteria and expected utility.

Question 13

Compensatory Rule

Answer 13

Allows consumers to select products that may perform poorly on one criterion by compensating for the poor performance by good performance on another.

Simple additive rule: chooses product that has largest number of positive attributes

Weighted additive: takes into account the importance of positive attributes

High complexity

Question 14

Non compensatory rule

Answer 14

Decision rule in which strict guidelines are set prior to selection and any option set prior to selection and any option that does not need the guidelines is eliminated from consideration.

Medium complexity

Question 15

Conjunctive Rule

Answer 15

Non compensatory rescission rule where the option selected must surpass a minimum cutoff across all relevant attributes

Question 16

Disjunctive Rule

Answer 16

Non compensatory rule withers the option selected surpasses a high cut off point on any attribute

Question 17

Lexicographic Rule

Answer 17

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

Question 18

Elimination by aspects Rule

Answer 18

Non-compensatory decision rule where the consumer b fine 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 evaluations proceed in order of importance until one option remains

Question 19

Attitude toward the object model

Answer 19

Compensatory model

Even if it performs poorly on something specific, it can still win as a choice

Question 20

Conjunctive, disjunctive, lexicographic & elimination by aspects Rule

Answer 20

Non compensatory

Strict guidelines set before evaluation

Question 21

Value

Answer 21

What you get(benefit) - what you give(costs)

Value impacts evaluation

Question 22

Salient vs determinant

Answer 22

Salient: important - MUST CARRY ITEM

Determinant - matters in choice
-all stores carry this item, but this store has an ATM.

Question 23

Superordinate vs subordinate

Answer 23

Super: highest level of categorization

Sub: examine the knowledge they have of the categories ex soda flavored

Question 24

Perceptual vs underlying attributes

Answer 24

Perceptual: apparent and recognizable qualities - color feel brand name

Underlying: experience qualities; not apparent and can only be learned through experience

Question 25

Evaluative criteria used

Answer 25

Situational influences
Product knowledge 
Expert opinions 
Social influences 
Online sources 
Marketing communications

Question 26

Dipfs law

Answer 26

Preferring a #1 brand opposed to the competition

Question 27

Brand decision theory

Answer 27

“Bounded rationality” perfect rational decisions are not always attainable due to constraints in info processing

Question 28

Heuristics

Answer 28

Low complexity

Question 29

Consumer judgements

Answer 29

Affected by:

Just noticeable difference
Quality perceptions
Attribute correlation
Brand name association