Question 1

The number of levels and details within each level of consumers' product categories are influenced by their familiarity and expertise with products.

Accepted Answer

Consumers who are more familiar and have greater expertise with a particular product category are likely to have more detailed and nuanced knowledge, leading to more levels and subdivisions within their category hierarchy for that product. Meanwhile, consumers who are less familiar and have less expertise may have fewer levels and less detail in their category hierarchy.

Question 2

With affect-based evaluation,alternatives are evaluated across a set of attributes that are considered relevant to the purchase situation.

Accepted Answer

With attribute-based evaluation,alternatives are evaluated across a set of attributes that are considered relevant to the purchase situation.

Question 3

Evaluative criteria are the attributes,features,or potential benefits that consumers consider when reviewing possible solutions to a problem.

Accepted Answer

This statement is true; evaluative criteria are the factors that consumers pay attention to when evaluating different products or solutions.

Question 4

Utilitarian criteria include emotional,symbolic,and subjective attributes or benefits that are associated with an alternative.

Accepted Answer

Utilitarian criteria pertain to functional or economic aspects associated with an alternative.

Question 5

When considering a new product,consumers rely on the knowledge that they have regarding the relevant product category.

Accepted Answer

Consumers use their knowledge about a relevant product category to make decisions about a new product. This prior knowledge can come from previous experience with similar products, research, or word-of-mouth recommendations.

Question 6

When a new product is very different from products that are currently available,consumers avoid relying on existing category knowledge to guide their expectations and attitudes toward the new product.

Accepted Answer

Even if a product is very different from products that are currently available,consumers still draw on existing category knowledge to guide their expectations and attitudes toward the new product.

Question 7

The value that consumers believe they will receive from a product has a direct impact on their evaluation of that product.

Accepted Answer

The perceived value of a product is a key factor in shaping consumer attitudes and behaviors towards that product. If consumers believe that a product will provide them with a high level of value in terms of its quality, features, benefits, and overall utility, they are more likely to view the product positively and become loyal customers. Conversely, if consumers feel that a product is overpriced or does not deliver the value they expect, they are more likely to reject the product and seek alternatives. Therefore, companies need to focus on creating products that deliver high value to their target audiences in order to build strong brand reputations and succeed in today's competitive marketplace.

Question 8

Determinant criteria are the evaluative criteria that are related to the actual choice that is made.

Accepted Answer

Determinant criteria are the criteria that ultimately determine the decision or choice that is made. Therefore, they are directly related to the actual choice.

Question 9

Hedonic criteria pertain to economic aspects associated with an alternative.

Accepted Answer

Hedonic criteria include emotional,symbolic,and subjective attributes or benefits that are associated with an alternative.

Question 10

A feature is a performance characteristic of an object.

Accepted Answer

This is an accurate definition of a feature. A feature can be a physical characteristic or an attribute that contributes to the function and overall value of the object.

Question 11

Subordinate categories are abstract in nature and represent the highest level of categorization.

Accepted Answer

Superordinate categories are abstract in nature and represent the highest level of categorization.

Question 12

Positive mood states lead to positive evaluations of products while negative mood states lead to negative evaluations of products.

Accepted Answer

Research has shown that positive mood states can lead to more favorable evaluations of products, while negative mood states can lead to less favorable evaluations. This is known as the mood-congruent effect. However, other factors such as product features, brand reputation, and individual differences can also influence product evaluations.

Question 13

A benefit is a perceived favorable result that is derived from the presence of a particular feature.

Accepted Answer

A benefit is indeed a perceived favorable result derived from the presence of a particular feature.

Question 14

The term bounded rationality describes the idea that perfectly rational decisions are always feasible.

Accepted Answer

The term bounded rationality describes the idea that perfectly rational decisions are not always feasible due to constraints found in information processing.

Question 15

Marketers position a product on the determinant criterion that applies across several different situations.

Accepted Answer

Marketers position a product on the determinant criterion that applies to a specific situation.

Question 16

The experiential decision-making process illustrates attribute-based evaluation.

Accepted Answer

The rational decision-making process assumes that consumers carefully integrate information about product attributes and make careful comparisons between products.This process illustrates attribute-based evaluation.

Question 17

Product categories are mental representations of stored knowledge about groups of products.

Accepted Answer

Product categories are indeed mental representations of stored knowledge about groups of products. These categories help consumers make sense of the vast array of products available to them and simplify their decision-making process.

Question 18

With attribute-based evaluation,consumers evaluate products based on the overall feeling that is evoked by the alternative.

Accepted Answer

With affect-based evaluation,consumers evaluate products based on the overall feeling that is evoked by the alternative.

Question 19

The determinant criterion for a product remains the same across situations.

Accepted Answer

Which criteria are determinant can depend largely on the situation in which a product is consumed.Marketers therefore position products on the determinant criteria that apply to a specific situation.

Question 20

Consumers have unlimited ability to process all the information that's available in the environment.

Accepted Answer

Consumers often have limited ability to process all the information that's available in the environment.

Quiz 13: Decision Making Ii: Alternative Evaluation and Choice