Question 1

Which of the following about heuristics is false?

Accepted Answer

The MODE model is not a type of choice heuristic, but rather a framework for understanding different modes of information processing (i.e. heuristic vs. systematic).

Question 2

Which of following statements about attribute-based versus attitude-based choice is false?

Accepted Answer

Attribute information is not necessarily more accessible than attitude information. In fact, attitude information, which represents an individual's overall evaluation of a brand, can often be more easily recalled because it is a summary evaluation, whereas recalling specific attribute information may require more cognitive effort.

Question 3

Which statement regarding heuristics is true?

Accepted Answer

Heuristics are cognitive shortcuts that allow individuals to quickly make judgments and decisions in situations where full analysis is not possible or practical. They do not require effortful processing and are not based on the scientific method. While heuristics can be useful in many situations, they can also lead to errors and biases if relied on too heavily.

Question 4

Which of the following influences decision difficulty?

Accepted Answer

All of the listed factors can influence decision difficulty. When consumers consider a larger number of brands or attributes, the decision process can become more complex and overwhelming. Time pressure can also add stress and decrease the amount of time available for making a decision. Additionally, having a limited number of brands available may make the decision easier, but it can still be difficult if there are still many attributes to consider. Therefore, all of these factors influence decision difficulty.

Question 5

Samantha is getting married.She is currently evaluating six different catering companies to cater the reception. What concept helps best explain Samantha's consideration set?

Accepted Answer

The answer of Samantha is getting married.She is currently evaluating...

Question 6

Every time Kirk shops for wine, he chooses which brand to purchase based on the how expensive the bottles are. He tries to choose one that isn't too cheap.Kirk is using what type of heuristic?

Accepted Answer

Kirk is using the price-quality heuristic, where he is assuming that the more expensive the wine is, the higher the quality it must be. He is using price as a cue to make a judgement about quality.

Question 7

heuristics are used to influence consumers' beliefs and attitudes.

Accepted Answer

Heuristics are commonly used in persuasion techniques, which are designed to influence consumers' beliefs and attitudes. These techniques often involve the use of shortcuts, such as appealing to emotions or authority figures, to persuade consumers to make a certain decision or take a particular action.

Question 8

Tina is driving down Main Street in the town where she lives trying to decide where to eat lunch.Many of the restaurants are right on this street and she can see their signs.Others are nearby, but she can't see them- she has to recall them.What type of choice strategy is this?

Accepted Answer

Tina is using a mixed choice strategy because she is considering both visible options (stimulus-based) and recalling options that are not visible (memory-based).

Question 9

John sells televisions at Best Buy (a local electronics store).He get an extra commission if he sells the Best Buy brand, "Insignia." So, when he talks to customers, instead of comparing all of the brands the store carries, he tries to focus the customer in on just one or two other brands and compares those to the Insignia.In this way, he can limit the number of brands the customer considers.In thinking about your readings on consumer decision-making, this is an example of what concept?

Accepted Answer

This is an example of part-list cuing, as John is limiting the number of brands the customer considers by only mentioning a select few.

Question 10

Which of the following phenomenon is not a consumer consideration set phenomenon or influence?

Accepted Answer

Regression to the mean effect is not a consideration set phenomenon or influence. It refers to the tendency for extreme values to move closer to the average over time. This is a statistical phenomenon and not related to consumer decision-making or influence on consideration sets. Choices B, C, D, and E are all consideration set influences.

Question 11

Consumers are most likely to use heuristics when involvement is and processing load is .

Accepted Answer

Heuristics, which are mental shortcuts or rules of thumb, are more likely to be used when the consumer's involvement is low, indicating a lack of motivation to process information deeply, and when the processing load is high, meaning there is too much information or it is too complex to process thoroughly.

Question 12

The manner in which products are displayed on a grocer shelf has little effect on consumer choice when consumer attitudes are highly accessible from memory.This hypothesis is most consistent with which theory?

Accepted Answer

The MODE Model (Motivation and Opportunity as DEterminants) suggests that when motivation is high and opportunity is present (e.g., when consumer attitudes are highly accessible from memory), behavior is more likely to be deliberate and based on these attitudes, rather than influenced by external factors such as product placement. This contrasts with situations where attitudes are less accessible, and external cues (like product display) might have a greater impact on behavior.

Question 13

Which of the following is not a type of heuristic?

Accepted Answer

While persuasion, opportunity, choice, and prediction heuristics are all types of heuristics, there is no such thing as an "opportunity heuristic."

Question 14

The compromise effect is increased under what condition?

Accepted Answer

The compromise effect, which describes the tendency of consumers to choose the middle option when presented with three choices, is increased when the decision has to be justified to someone else. This is because people want to demonstrate that they have considered different options and made a rational choice.

Question 15

Reminding consumers about some brands decreases consumer memory for other brands.This phenomenon is known as the:

Accepted Answer

The phenomenon described is not accurately captured by any of the options provided. The direction-of-comparison effect, anchoring-and-adjustment effect, attraction effect, and compromise effect are all distinct psychological or decision-making phenomena that do not specifically relate to the scenario where reminding consumers about some brands decreases memory for other brands. This scenario might be more closely related to concepts like interference or the overshadowing effect in memory and attention, but none of the given choices directly refer to this phenomenon.

Question 16

Consumers very typically consider between 5 and 9 brands when making product purchase decisions.What concept helps best explain why this is so?

Accepted Answer

Miller's rule, also known as Miller's Law, suggests that the average number of objects an individual can hold in working memory is about 7 (plus or minus 2), which explains why consumers typically consider between 5 and 9 brands.

Question 17

Sales of the Williams-Sonoma $275 horne bread baking increased when Williams-Sonoma introduced a larger and more expensive model.This is an example of which phenomenon?

Accepted Answer

The attraction effect occurs when the introduction of a less attractive option (in this case, the larger and more expensive model) makes the original option (the $275 bread maker) more appealing, leading to increased sales of the original option.

Question 18

What does M.O.D.E.stand for in the MODE model?

Accepted Answer

M.O.D.E. stands for Motivation, Opportunity, and Determinants. This model is used to understand behavior change and how individuals are influenced by their motivation, the opportunities available to them, and various personal and environmental determinants. Option B, C, and D do not accurately represent the components of the MODE model.

Question 19

Reading the movie listing off a theatre's web site and trying to decide what movie to see is an example of:

Accepted Answer

Reading the movie listing off a theatre's web site provides stimuli, which triggers the decision-making process. Therefore, this is an example of stimulus-based choice.

Question 20

Adding a similar but inferior decoy product to a product line increases the attractiveness of the other products.This is known as the:

Accepted Answer

The attraction effect occurs when the addition of a third, less attractive option makes one of the original options more attractive in comparison. In this case, the inferior decoy product would make the other products in the line seem more appealing.

Quiz 10: Product Consideration, Evaluation, and Choice