Deck 8: Judgment and Decision Making Based on High Effort

Question 1

Michael is looking at computers and looks at Dell and Toshiba at the same time comparing them by attribute.Michael is using the additive difference model.

Answer 1

True

Question 2

When ownership increases the value of an item,it is termed the endowment effect.

Answer 2

True

Question 3

Decision-making is judging how likely it is that something will occur.

Answer 3

False

Question 4

Tony is in a great mood and is at Target.Research indicates that he will be more willing to process information and take more time in making a decision than if he was in a bad mood.

Question 5

Kimberly does not eat meat,thus Steak would be in her inert set.

Question 6

Consumers may delay a decision that they perceive as too risky.

Question 7

In their advertising,Lexus stressed several key features,including the quality of construction,the smoothness of ride,and the high performance of the navigation.These features are important in how consumers think about the quality of and how much they like the car.In other words,these consumers are

A) making consumer appraisals.
B) making judgments.
C) retrieving information from short-term memory.
D) retrieving information from long-term memory.
E) making a decision.

Question 8

A trivial attribute may be used by a consumer to complete and justify a decision.

Question 9

Making a selection between options or courses of action is

A) consumer information-gathering.
B) making choices.
C) retrieving information from short-term memory.
D) retrieving information from long-term memory.
E) decision making.

Question 10

Consumers using a lexicographic model will establish an overall evaluation of a brand.

Question 11

Bud is looking to buy a car,but is not willing to look at any car that has the attribute of getting less than 37 miles per gallon.Bud has established in his mind a cutoff level.

Question 12

Consumers are willing to take more risk when a choice is framed as a gain rather than avoiding a loss.

Question 13

Imagery may play a major role in judgment.

Question 14

Wayne does not buy foreign made products; this is an example of a compensatory model.

Question 15

Emotions play a role in deciding what we consume and for how long.

Question 16

Consumers using a disjunctive model set up minimum cutoff levels for each important attribute.

Question 17

When consumers make a judgment,they start without any preconceived ideas about the object.

Question 18

Gizmos and gadgets are the latest marketing battleground for automotive manufacturers who must understand the types of judgments that car buyers make.

Question 19

Ann is looking for a computer and looks at Toshiba and likes the product very much.She then moves on to look at Dell computers.Ann is using attribute processing.

Question 20

Judgment and decision-making are the cognitive process.

Question 21

Judgments are a(n)____ the decision-making process.

A) major outcome of
B) critical input into
C) minor outcome of
D) affective component of
E) estimate of the likelihood of

Question 22

A consumer sees an ad for a Nissan Altima.If the consumer's prior evaluation of the Nissan name is positive,additional information about the car obtained from the ad can then be used to adjust this initial value either upward or downward.This is an example of

A) judgment of goodness and badness.
B) an anchoring and adjustment process.
C) the assessment process.
D) belief strength.
E) an estimation of likelihood.

Question 23

Options that are unacceptable to consumers are known as

A) rejection choices.
B) evocation choices.
C) the inept set.
D) the inert set.
E) illusory choices.

Question 24

Georgia imagined herself driving a rented convertible during her upcoming vacation to Hawaii.She imagined the view of the ocean,the smell of tropical flowers and the wind in her hair.However,when she actually got to Hawaii,it rained her entire visit and her rental car had engine problems.Georgia's imagery resulted in

A) a negativity bias.
B) a mood congruent bias.
C) an attraction effect.
D) a positivity bias.
E) consumer underconfidence.

Question 25

In planning a trip,we might judge how good or bad it is that Santa Barbara is fun and expensive.This is an example of

A) judgment of goodness and badness.
B) an anchoring and adjustment process.
C) the assessment process.
D) belief strength.
E) an estimation of likelihood.

Question 26

In one study,consumers were asked to make judgments about ground beef.One group was told that the beef was 75 percent lean and another group was told that it was 25 percent fat.Even though these two statements contain identical information,the "lean" group produced significantly more positive ratings than the "fat" group.This process is called

A) perceptual mapping.
B) retrieval processing bias.
C) quality processing bias.
D) framing.
E) identical differentiation.

Question 27

For some U.S.consumers,a negative feature of Japanese products is that these products are foreign.However,this shortcoming can be overcome if they are rated highly on other aspects,such as reliability and price.This is an example of a(n)____ model of decision making.

A) attribute
B) classification
C) compensatory
D) noncompensatory
E) brand

Question 28

Judgments do not require

A) the retrieval of information.
B) information processing.
C) making a decision.
D) evaluations.
E) estimations.

Question 29

When using a ____ model,consumers choose the brand that has the greatest number of positive features relative to the negative features.

A) attribute
B) classification
C) compensatory
D) noncompensatory
E) brand

Question 30

A judgment of how probable something is to occur is known as a(n)

A) randomizer process.
B) conjunctive process.
C) differential network.
D) motivational insight.
E) estimation of likelihood.

Question 31

Before deciding to purchase a digital camera,Dan imagined himself using one in different contexts.This imagery would help Dan to

A) estimate its likelihood, goodness, or badness.
B) increase short-term memory for a product's attributes.
C) decrease short-term memory for a product's attributes but increase it for the overall evaluation.
D) decrease the number of associations attached to the event schema.
E) strengthen brand associations.

Question 32

A commercial for the Nissan Altima contains two pieces of information: it is similar in style to a Jaguar but costs much less.Which of the following is true?

A) The order of information processing does not matter because consumers are unable to process two contradictory pieces of information to form a judgment.
B) If an initial judgment is formed based on the style information, a lower judgment of quality is likely.
C) If an initial judgment is formed based on the price information, a lower judgment of quality is likely.
D) Both pieces of information will result in a low judgment of quality, regardless of the order of processing.
E) Both pieces of information will result in a high judgment of quality, regardless of the order of processing.

Question 33

Focusing consumers' attention on certain attributes is a good way to increase the probability that judgments of their products and services are

A) evaluated by a noncompensatory process.
B) evaluated by a peripheral-route process.
C) being anchored by a positive initial value.
D) subject to the sleeper effect.
E) judged by cutoff values.

Question 34

In consumer judgment,starting with an initial evaluation and adjusting it with additional information is known as

A) the judgment of goodness and badness.
B) an anchoring and adjustment process.
C) the assessment process.
D) belief strength.
E) an estimation of likelihood.

Question 35

Regarding laundry detergent brands,Nathan loved Tide and Bold,hated Suds and Bleach Out,and did not have much of an opinion about Stain Out.Stain Out is clearly in Nathan's

A) rejection choices.
B) evocation choices.
C) inept set.
D) inert set.
E) illusory choices.

Question 36

David was ready to buy a pair of pants he saw in the J Crew catalog that were priced at $25.00 until he noticed two other pairs of pants priced at $65.00 and $95.00.Suddenly the $25.00 pair of pants seemed too cheap.This is an example of

A) the attraction effect.
B) an inert set.
C) goal-driven choice.
D) construal theory.
E) prospect theory.

Question 37

A confirmation bias in processing information leads consumers to

A) be underconfident in their judgments.
B) be overconfident in their judgments.
C) be negative in evaluations.
D) make emotional judgments.
E) make cognitive judgments.

Question 38

Ryan likes expensive dark beer and often buys a six pack for his personal quaffing pleasure.However,when he invites his friends over for beers,he usually buys an inexpensive brand.This is an example of

A) a consumer using a compensatory model.
B) a consumer using a noncompensatory model.
C) goals affecting criteria that drive a consumer's choice.
D) the inability to buy more expensive beer.
E) the inopportunity to buy more expensive beer.

Question 39

While searching for information about models of an SUV,Tony did not even consider a Mitsubishi because he did not know that Mitsubishi offered an SUV.Thus the Mitsubishi SUV was in Tony's

A) consideration set.
B) evoked set.
C) inept set.
D) inert set.
E) disconfirmation set.

Question 40

When a consumer is exposed to a new brand extension,the existing brand name can serve as a positive anchor for subsequent judgments by

A) increasing the connections in both echoic and iconic memory.
B) altering the overall evaluation.
C) decreasing short-term memory for the attributes, thus increasing image.
D) altering the individual attributes of the product.
E) eliciting prior affect from memory.

Question 41

With a(n)____ model,negative information about an important attribute leads to immediate rejection of the brand or service from the consideration set.

A) attribute
B) classification
C) compensatory
D) noncompensatory
E) brand

Question 42

With the ____ model,consumers order the attributes in terms of importance and compare the options one attribute at a time,starting with the most important attribute.

A) subjunctive
B) ordered
C) conjunctive
D) importance
E) lexicographic

Question 43

A consumer making a computer purchase might collect information about an Apple computer and make a judgment on it before moving on to the next brand.This is an example of a(n)____ model of decision making.

A) attribute processing
B) classification
C) compensatory
D) noncompensatory
E) brand processing

Question 44

Price comparison shopping in which consumers compare each brand on price and select the one with the desired price is an example of ____ processing.

A) attribute
B) classification
C) compensatory
D) noncompensatory
E) brand

Question 45

A ____ is best when the customer wishes to rule out unsuitable options as soon as possible.

A) brand awareness state
B) lexicognitive strategy
C) subjunctive model
D) conjunctive model
E) compensatory strategy

Question 46

In buying a car,a consumer might decide that the lowest acceptable gas mileage is at least 15 miles per gallon.He could reject an alternative that was below this specification.This is an example of a ____ model.

A) conjunctive
B) cutoff
C) disjunctive
D) minimal value
E) base line

Question 47

Brand-based compensatory models are helpful at providing guidance to marketers about all of the following except

A) which product or service might be below a cutoff and thus be rejected frequently by customers.
B) identifying which alternatives may be chosen.
C) which outcomes associated with the product need to be reinforced.
D) identifying which alternatives may be rejected.
E) which outcomes associated with the product need to be changed.

Question 48

With a conjunctive model,consumers set up

A) minimum cutoffs for each attribute that represent the absolute lowest value they are willing to accept.
B) ordinal values that automatically compare attributes with others in memory to determine the highest value.
C) absolute values.
D) maximum cutoffs for each attribute that represent the absolute highest value they are willing to accept.
E) ordinal values that automatically compare attributes with others in memory to determine the lowest value.

Question 49

In the ____ model,brands are compared by attribute,two at a time.

A) dual attribute
B) additive difference
C) conjunctive
D) lexicographic
E) elimination-by-aspects

Question 50

TORA is an example of a(n)

A) decision calculus model.
B) multiattribute model.
C) associative model.
D) judgment model.
E) low-elaboration model.

Question 51

A consumer compares Apple and Compaq and finds that they tie on the most important attribute of "fun." She then moves on to graphics and selects Apple because it is ranked higher.This is an example of a(n)____ model.

A) subjunctive
B) ordered
C) conjunctive
D) importance
E) lexicographic

Question 52

Consumers might often not choose to use compensatory models primarily because they

A) result in a negativity bias in evaluations.
B) result in a positivity bias in evaluations.
C) are not accurate.
D) require a significant amount of effort.
E) do not fit with most product or service decision-making situations.

Question 53

The difference between a conjunctive and a disjunctive model is that a disjunctive model puts the weight on

A) negative information.
B) positive information.
C) attribute information.
D) evaluations.
E) schemas and their associations.

Question 54

The ____ model is similar to the conjunctive model except that the weight is on positive information.

A) conjunctive
B) cutoff
C) disjunctive
D) minimal value
E) base line

Question 55

A common feature of noncompensatory models is that consumers set up ____ and reject the brand if it does not meet that standard.

A) ideal levels for each brand
B) schemas for each brand
C) brand images for each product
D) a combined score
E) a cutoff level

Question 56

A ____ is best when the customer wishes to choose the brand with the greatest number of positive features.

A) brand awareness state
B) lexicognitive strategy
C) subjunctive model
D) conjunctive model
E) compensatory strategy

Question 57

Nancy wants to make a decision about a new car quickly.She first dismisses any model that does not have four-wheel drive.This is an example of a(n)____ model.

A) disjunctive
B) conjunctive
C) multiattribute
D) compensatory
E) intractable

Question 58

All of the following statements are true about compensatory decision-making models except

A) they are a way of quantifying mental cost benefit analysis.
B) consumers do not formally make these ratings when making a decision.
C) they predict a consumer's bias toward a product.
D) they can be used to predict which brand a consumer is more likely to choose.
E) consumers set up cutoff levels for each attribute and reject a brand if it is below the cutoff.

Question 59

With the additive difference model,

A) judgments are made on the basis of schema-consistent information.
B) consumers choose the brand with the greatest number of positive features.
C) brands are compared by attribute, two at a time.
D) negative information leads to the immediate rejection of the brand or service from the consideration set.
E) consumers evaluate one brand at a time.

Question 60

With the lexicographic model,consumers

A) order attributes in terms of importance and compare the options one attribute at a time.
B) choose the brand with the greatest number of positive features.
C) compare brands by attribute, two at a time.
D) immediately reject the brand or service from the consideration set.
E) evaluate one brand at a time.

Question 61

Imagery plays a key role in ____ decision making.

A) cognitive
B) affective
C) disjointive
D) attributive
E) additive

Question 62

Clarke is willing to sell is Star Wars Lego collection to his friend Patrick.However,he wants to charge a price that is much higher than Patrick is willing to pay.This is an example of the

A) compensatory model.
B) noncompensatory model.
C) elimination by aspect model.
D) lexicographical model.
E) endowment effect.

Question 63

According to prospect theory

A) losses are more important to consumers than gains, even if the magnitude of the two is the same.
B) gains are more important to consumers even if the two are the same magnitude.
C) consumers will spend a lot of time and effort prospecting for a bargain.
D) consumers will not accept alternatives with a rating below a minimum cutoff level.
E) consumers rarely respond to promotional offers of "12 months to pay with no interest."

Question 64

It is December and Barb is planning ahead for her summer vacation.She is basing her decisions on how she will feel next summer.This is an example of

A) prospect theory.
B) appraisal theory.
C) affective forecasting.
D) cognitive forecasting.
E) emotional predilection.

Question 65

How are judgments and decisions different?

Question 66

With an attribute-based strategy to compare noncomparable alternatives,consumers make comparisons easier by

A) evaluating entire attribute-related cognitions and comparing them to affect.
B) subtractive calculus.
C) brand filing.
D) the alternative-based processing of lexicographic components.
E) forming abstract representations of comparable attributes.

Question 67

Attribute-processing models are useful for marketers primarily because they not only aid in identifying determinant attributes but also provide additional information on

A) the memorability of these attributes.
B) the number of these attributes.
C) the order in which the attributes are evaluated.
D) global brand evaluations.
E) brand images.

Question 68

Choosing between going to a movie and eating at a nice restaurant can best be thought of as

A) lexicographic decision making.
B) symbolic decision making.
C) noncomparable decision making.
D) a discursive judgment.
E) attribute evaluative processing.

Question 69

Sellers typically ask a higher price for an item than buyers are willing to pay.This is called a(n)

A) compensatory model.
B) noncompensatory model.
C) elimination by aspect model.
D) lexicographical model.
E) endowment effect.

Question 70

The elimination-by-aspects model is similar to the lexicographic model except that it

A) includes only positive information.
B) incorporates the notion of an acceptable cutoff.
C) includes only negative information.
D) incorporates overall evaluations.
E) eliminates brand associations.

Question 71

Maureen hates shopping for clothes.So the night before a gala event that she was planning to attend,she is at the mall frantically looking for a dress to wear.What consumer tendency does this illustrate?

A) appraisal theory
B) prospect theory
C) procrastination
D) dressing room phobia
E) decision delay

Question 72

In comparing noncomparable alternatives with an alternative-based strategy,consumers develop a(n)

A) affective judgment about the product category and then subtract from each of the products, attribute by attribute.
B) additive differential strategy.
C) decision calculus strategy.
D) overall evaluation of each option, and make decisions using a compensatory or affective strategy.
E) decision about each attribute, and make decisions using a compensatory or affective strategy.

Question 73

Describe a judgment and give some examples within a consumer behavior context.

Question 74

If we choose a restaurant based on the good feelings we had the last time we ate there,we are using ____ decision making.

A) additive differential
B) a subjunctive model of
C) a conjunctive model of
D) a lexicographic model of
E) affective

Question 75

Consumers often base decisions on how they think they will feel in the future.This is called

A) prospect theory.
B) appraisal theory.
C) affective forecasting.
D) cognitive forecasting.
E) emotional predilection.

Question 76

By convincing consumers that they should not accept a lower level on an important attribute,competitors can be rejected from consideration.This is best thought of as an example of marketers

A) decreasing the importance of an attribute.
B) getting customers to switch from a compensatory to a noncompensatory strategy.
C) increasing the importance of overall brand evaluation so that consumers will choose their brand.
D) increasing the memorability of the brand image.
E) getting consumers to choose an additive difference model.

Question 77

Options that are extreme on some attributes are less attractive than those that are moderate on those attributes.This is known as

A) the domino effect.
B) an inferiority antecedent schema.
C) the attraction effect.
D) extremeness aversion.
E) extremeness.

Question 78

Becca is in an elegant restaurant with a group of female friends.Each of her friends orders a low-fat fish entrée and a small salad.Becca orders a large steak and French onion soup.Which individual-group goal is Becca achieving?

A) self preservation
B) minimizing regret
C) information gathering
D) group reactance
E) healthy appetite

Question 79

Consumers who make decisions based on affect are often

A) uncertain of their satisfaction level.
B) less satisfied than those who made cognitively-based decisions.
C) more satisfied than those who made cognitively-based decisions.
D) equally pleased with their decisions as those who made cognitively-based decisions.
E) very emotional and irrational.

Question 80

Feelings are crucial for products and services that are

A) hedonic, symbolic or aesthetic.
B) functional.
C) durable.
D) emergency goods.
E) shopping goods.