Lecture 2 (1)

Question 1

when ability to evaluate high but motivation to evaluate low

Answer 1

Many products

Question 2

When motivation to evaluate high but ability to evaluate low

Answer 2

Many services

Question 3

External information sources:
Personal, independent source

Answer 3

Other consumers

second opinion

Independent consultation

Question 4

External information sources:
Personal, dependent source

Answer 4

Sales person, sales provider

Question 5

External information sources:
not in-personal, independent source

Answer 5

Consumer organization, government agency

Question 6

External information sources: not
In-personal dependent source

Answer 6

Advertising, sales promotion, public relations

Question 7

choice sets total set consists of

Answer 7

Currently activated set, currently not activated set

Question 8

Currently not activated set consists of

Answer 8

Not remembered set and unknown set

Question 9

Currently activated set consists of

Answer 9

Consideration set, hold set, fuzzy set and reject set

Question 10

Consideration set consists of

Answer 10

Preference and acceptable

Question 11

Preference set consists of

Answer 11

Single most preferred

Question 12

choice heuristics (disjunctive)

Answer 12

Determine acceptable value (AV) for each attribute

Chose 1st option with at least one AV

Question 13

Choice heuristics (conjunctive)

Answer 13

Determine minimum value for each attribute

Choose 1st option that performs at or exceed all minimum values

Question 14

Choice heuristics lexicographic

Answer 14

Rank order attributes on importance

Choose option that performs best at most important attribute

If ties continue to next attribute

Question 15

Choice heuristics: elimination by aspects

Answer 15

Rank-order attributes on importance

Then proceed disjunctive until choice

Question 16

Choice heuristics
Affect referral

Answer 16

Choose option with best “feel”

Question 17

Choice heuristics
Linear compensatory

Answer 17

Determine importance of attributes (I)
Determine performance of options on each of the attributes (P)

Calculate P*I product for each attribute and option

Determine sum of P*I products for each option

Question 18

oreintation (compared to goods)

Answer 18

Customers perceive more risk and uncertainty

Customers rely on more personal, independent sources

Customers engage more in post-purchase evaluation and information search

Question 19

Choice (compared to goods)

Answer 19

Customers consideration set is smaller (less providers, single brand providers, less well developed brands, expected benefits of search)

Customer consideration set includes self provision

Question 20

Consumption (compared to goods)

Answer 20

Service delivery and consumption is drama

Script departures may be positive or negative

Script compatibility is positive

Moods and emotions bias evaluation of service encounters in mood congruent directions

Question 21

Post evaluation (compared to goods)

Answer 21

Customers attribute some dissatisfaction to own inability to produce

This may lead to less complaining given dissatisfaction

Brand switching is less frequent with services