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Multiple Choice Quiz
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1

Alternative evaluation is:
A)A simple process that individuals make very difficult because of emotional variance
B)A process that is used to determine which decision rule should be applied in a particular situation
C)Based on the number of alternatives available
D)The process that involves analyzing options with the purpose of selecting from various choices
E)None of the Above
2

The evaluation of alternative is based on:
A)Evaluative criteria
B)Importance of criteria
C)Alternatives considered
D)Purchase involvement
E)All of the above
3

Attribute-based processes require:
A)Knowledge of existing alternative and attributes in order to evaluate the attitudinal influence of processing when making a decision
B)Knowledge of specific attributes at the time the choice is made and involve attribute comparison across brands
C)The use of general attitudes, summary impressions, intuitions, or heuristics
D)Expertise in the product domain of interest
E)All of the Above
4

When no attribute-by-attribute comparisons are made at the time of choice, the choice is said to be:
A)Attitude-based
B)Temporally-based
C)Emergency-based
D)Attribute-based
E)None of the Above
5

Consummatory motives are those that:
A)Underlie behaviors that achieve a second goal
B)Underlie behaviors intrinsically rewarding to the individual involved
C)Stem from purely cognitive processing of a situation
D)Provide a basis for constructive choice processing
E)None of the Above
6

The dimensions, feature, or benefits a consumer looks for in response to a specific problem are called:
A)Decision markers
B)Relative components
C)Evaluative criteria
D)Alternative values
E)None of the Above
7

A direct method of measuring which evaluative criteria are used by consumers is:
A)Perceptual mapping
B)Conjoint analysis
C)A semantic differential scale
D)A focus group
E)None of the Above
8

Rank ordering scales, semantic differential scales, and Likert scales all:
A)Establish the importance of features
B)Produce statistical output that can be used to develop perceptual maps
C)Can be used to measure consumer judgements of brand performance
D)Involve projective techniques of analysis
E)All of the Above
9

The relative importance of attributes can be best captured by using a technique called:
A)Multi-dimensional attribution assessment
B)Perceptual mapping
C)Discriminant function analysis
D)Conjoint analysis
E)None of the Above
10

An attribute that is used to stand for another attribute is known as a:
A)Deputy variable
B)Proxy factor
C)Replacement factor
D)Surrogate indicator
E)None of the Above
11

The notion that individuals typically do not notice relatively small differences among brands relates to:
A)Sensory discrimination
B)Just noticeable differences
C)The accuracy of individual judgements
D)Inappropriate purchases because of an inability to accurately evaluate options
E)All of the above
12

The decision rule that selects the first brand that surpass all minimum standards is called:
A)Conjunctive
B)Disjunctive
C)Commensurate
D)Compensatory
E)None of the Above
13

The decision rule that selects the first brand that surpasses any key attribute is called:
A)Conjunctive
B)Elimination-by-aspects
C)Compensatory
D)Lexiographic
E)None of the above
14

The decision rule that selects the brand that rates highest on the sum of consumer judgements of relevant evaluative criteria is called:
A)Conjoint
B)Compensatory
C)Conjunctive
D)Commensurate
E)None of the Above
15

Lexiographic is:
A)A decision rule based on the weighting of attributes to calculate an overall score
B)A compensatory analysis technique
C)A way of displaying data in a manner the represents consumer preferences
D)The decision rule that selects the brand that performs best on the most important attribute
E)None of the Above





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