Question 1

Hedonic criteria are largely experiential.

Accepted Answer

Hedonic criteria are based on subjective experiences such as pleasure, enjoyment, and emotional responses. Therefore, they are largely experiential in nature.

Question 2

Consumers tend to use information about retailer reputation as a signal of quality when the purchase involvement is low.

Accepted Answer

When the purchase involvement is low, consumers rely on cues other than product-based information to make purchasing decisions. Retailer reputation is one such cue that consumers consider as a signal of quality because it indicates a certain level of trustworthiness and reliability. Thus, a high reputation can positively influence consumer behavior and increase the likelihood of making a purchase.

Question 3

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

Accepted Answer

Attribute-based evaluation involves consumers comparing the specific features or attributes of different products or alternatives to make a decision, rather than relying on the overall feeling or impression.

Question 4

Hedonic criteria pertain to economic aspects associated with an alternative.

Accepted Answer

Hedonic criteria pertain to subjective, non-economic aspects associated with an alternative, such as pleasure, enjoyment, or aesthetic value.

Question 5

The efforts by companies to improve the objective quality of their products are limited by consumer perceptions of quality.

Accepted Answer

Consumer perceptions of quality often go beyond objective measures, including factors such as brand reputation, packaging, and overall experience. Therefore, companies striving to improve their products' objective quality may not guarantee an increase in perceived quality among consumers.

Question 6

Affect-based evaluation is an evaluative process wherein consumers evaluate alternatives across a set of attributes that are considered relevant to the purchase situation.

Accepted Answer

Affect-based evaluation refers to the process where consumers make decisions based on feelings and emotions rather than on a careful analysis of the attributes of the alternatives.

Question 7

The number of category levels in product categorization and details within each level is influenced by consumers' familiarity and expertise with products.

Accepted Answer

Consumers who are more familiar and knowledgeable about a product may require more detailed and specific product categorization levels, while those who are less familiar may find simpler, broader categories easier to navigate. Therefore, the number of category levels and details within each level can vary based on the target consumer's familiarity and expertise.

Question 8

In the context of product evaluation, new alternatives are compared to exemplars first and then to other brands that are found in the brand category.

Accepted Answer

This is because exemplars serve as the "prototype" or standard for the category, making them the natural point of reference for comparison. Once the new alternatives have been evaluated against the exemplars, they can then be compared to other brands within the category to determine their relative strengths and weaknesses.

Question 9

In the context of value and alternative evaluation, mood is influential when limited information is found about an alternative.

Accepted Answer

When individuals lack information about an alternative, they often turn to their mood or emotional state to make a decision. This can lead to biased evaluations and may not necessarily reflect the true value of the alternative.

Question 10

The use of the lexicographic rule by consumers is very common because consumers usually know what features are most important, and they simply select the product that offers the best performance on those features.

Accepted Answer

The statement is true. Consumers often use the lexicographic rule when making choices because they prioritize certain important features and choose the product that performs the best on those features.

Question 11

The lexicographic rule is a noncompensatory decision rule where the option selected must surpass a minimum cutoff across all relevant attributes.

Accepted Answer

The lexicographic rule is a decision-making process where options are compared based on the most important attribute first. If one option is superior on that attribute, it is chosen; if two or more options are equal, the next most important attribute is considered. This process does not involve setting a minimum cutoff across all attributes.

Question 12

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

Accepted Answer

Utilitarian criteria focus on objective attributes or benefits such as efficiency, cost-effectiveness, and practicality. Emotional, symbolic, and subjective attributes or benefits are considered under non-utilitarian criteria.

Question 13

Marketers position products on the determinant criteria that apply to a specific situation.

Accepted Answer

Marketers analyze the determinant criteria or factors that affect a specific situation or target market and position their products or services accordingly. This approach helps them understand the needs and preferences of the customers and cater to them in the most effective way possible. Therefore, the statement is true.

Question 14

Older consumers rely more heavily on perceptual attributes than do younger consumers.

Accepted Answer

The answer of Older consumers rely more heavily on perceptual...

Question 15

The perceptual attributes of a product cannot be evaluated prior to actual purchase.

Accepted Answer

Perceptual attributes of a product, such as appearance, taste, and smell, can often be evaluated prior to purchase, whether through samples, reviews, or other means of observation.

Question 16

As a consumer's level of knowledge increases, he or she is able to focus on criteria that are most important in making a selection and to discount irrelevant information.

Accepted Answer

As consumers become more knowledgeable, they can identify which attributes of a product are most important to them and filter out the irrelevant information. They can make informed decisions based on their needs and preferences. Therefore, the statement is true.

Question 17

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

Accepted Answer

This statement is true. The perceived value of a product is a significant factor in a consumer's decision to purchase it or not. It includes both tangible and intangible benefits that the consumer believes they will receive from the product, such as quality, functionality, convenience, status, and emotional satisfaction. A product with a high perceived value is more likely to be evaluated positively by consumers, leading to higher sales and customer satisfaction.

Question 18

Subordinate product categories are abstract in nature.

Accepted Answer

Subordinate product categories are specific and detailed, representing the lowest levels of category distinctions where items share many common attributes.

Question 19

While deciding between two alternatives, if information about some attributes is not available, consumers tend to weigh the criteria that are common to both alternatives quite heavily in the evaluation.

Accepted Answer

This phenomenon is known as attribute-based processing, where consumers focus on attributes that are shared by both alternatives and use them as the basis for evaluation when information about other attributes is not available or is deemed less important.

Question 20

Studies indicate that too many varieties of products contribute to feelings of euphoria and happiness.

Accepted Answer

Studies have actually shown that having too many options can lead to indecisiveness, stress, and overall dissatisfaction, rather than contributing to feelings of euphoria and happiness. This phenomenon is known as the "paradox of choice."

Quiz 13: Decision Making II: Alternative Evaluation and Choice