Chapter 16

Question 1

Affective choice

Answer 1

tends to be more holistic in nature

Question 2

Attitude-based choice:

Answer 2

involves the use of general attitudes, summary impression, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice

Question 3

Attribute-based choice:

Answer 3

requires the knowledge of specific attributes at the time the choice is made and it involves attribute-by-attribute comparisons across the brands

Question 4

Blind Tests:

Answer 4

the consumer is unaware of the product’s brand name

Question 5

Bounded rationality:

Answer 5

a limited capacity for processing information

Question 6

Compensatory decisions rule

Answer 6

the brand that rates highest on the sum of the consumer’s judgments of the relevant evaluative criteria will be chosen.

Question 7

Conjoint analysis

Answer 7

most popular indirect measurement approach, the consumer is presented with a set of products or product description in which the evaluative criteria vary.

Question 8

Conjunctive decisions rule

Answer 8

establishes minimum required performance standards for each evaluative criterion and select the first or all brands that meet or exceed these minimum standards.

Question 9

Consummatory motives

Answer 9

underlie behavior that are intrinsically rewarding to the individual involved

Question 10

Disjunctive decisions rule

Answer 10

establishes a minimum level of performance for each important attribute

Question 11

Eliminate-by-aspect decisions rule

Answer 11

requires the consume to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion

Question 12

Evaluative criteria:

Answer 12

the various dimensions, features, or benefits a consumer looks for in response to a specific problem

Question 13

Instrumental motives:

Answer 13

activate behavior designed to achieve a second goal

Question 14

Lexicographic decision rule:

Answer 14

requires the consumer to rank the criteria in order of importance

Question 15

Metagoal:

Answer 15

refers to the general nature of the outcome being sought

Question 16

Perceptual mapping

Answer 16

indirect technique for determining evaluative criteria->consumers simply rank the similarity between all pairs of alternative and perceptual configuration is derived in which the consumer’s still-unnamed evaluative criteria are the dimension of the configurations

Question 17

Projective techniques

Answer 17

indirect measurement techniques -> allows the respondent to indicate the criteria someone else might use

Question 18

Sensory discrimination

Answer 18

the ability of an individual to distingue between similar stimuli

Question 19

Surrogate indicators:

Answer 19

an attribute used to stand for or indicate another attribute

Question 20

Choice Overload

Answer 20

consumer has to many alternatives and feels overwhelmed

Question 21

Heuristic

Answer 21

serve the practical purpose of helping consumer making “satisficing” choices that while not “maximally best” are still good enough.

Question 22

product assortment optimization:

Answer 22

determining the appropriate number of alternative, with meaningful differentiation

Question 23

Alternative selection

Answer 23

referred to as consumer choice

Question 24

Rational choice theory:

Answer 24

implicitly or explicitly assume a number of things about consumer choice that are often not true.

Question 25

Direct method of measurement

Answer 25

include asking consumer what criteria they use in a particular purchase, or in a focus group setting, noting what the consumers say about products and their attributes.

Question 26

Just noticeable difference (J.N.D)

Answer 26

the minimum amount that one brand can differ from another, with the difference still being noticed