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Multiple Choice Quiz
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1

A metagoal refers to the general nature of the outcome being sought. The consumer metagoal description(s) discussed in the consumer insight include:
A)maximizing the accuracy of the decision.
B)minimizing the cognitive effort required for the decision.
C)minimizing the experience of negative emotion while making the decision.
D)maximizing the ease with which a decision can be justified.
E)all of the above were metagoal descriptions provided in the consumer insight.
2

_____ requires knowledge of specific attributes and involves attribute-by-attribute comparisons across brands.
A)attribute-based choice.
B)simultaneous choice.
C)sequential choice.
D)attitude-based choice.
E)none of the above.
3

A choice based on the "how do I feel about it" heuristic is referred to as:
A)constructive choice.
B)affective choice.
C)attribute-based choice.
D)conjunctive choice.
E)none of the above.
4

The motives that underlie behaviors that are intrinsically rewarding to an individual are termed:
A)latent motives.
B)consummatory motives.
C)affective motives.
D)constructive motives.
E)none of the above.
5

The motives that underlie behaviors designed to achieve a second goal are termed:
A)latent motives.
B)affective motives.
C)consummatory motives.
D)instrumental motives.
E)none of the above.
6

The fact that consumers have limited capacity for processing information is referred to as:
A)bounded rationality.
B)instrumental capacity.
C)cognitive capacity.
D)cognitive dissonance.
E)none of the above.
7

The various features a consumer looks for in a product for solving a particular problem are:
A)evoked sets.
B)conjoint criteria.
C)evaluative criteria.
D)salient factors.
E)none of the above.
8

The number of evaluative criteria that a consumer uses depends on:
A)the consumer.
B)the product.
C)the situation.
D)a and b.
E)all of the above.
9

Indirect methods for determining which evaluative criteria are being used include:
A)perceptual mapping.
B)projective techniques.
C)surveys.
D)a and b.
E)none of the above are indirect methods.
10

_____ is a common approach for determining the relative importance consumers assign to various evaluative criteria.
A)Specialized scaling
B)Constant sum scale
C)B and C
D)Linear programming
E)All of the above are common approaches.
11

The lexicographic decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen.
A)True
B)False
12

Firms with a limited reputation sometimes form brand alliances with a reputable firm in order to gain from the quality associated with the known brand.
A)True
B)False
13

Consumers are not aware of product brand names in generic tests.
A)True
B)False
14

Price, advertising intensity, warranties, brand, and country of origin are examples of surrogate indicators.
A)True
B)False
15

Sensory perception relates to an individual's ability to distinguish between similar stimuli.
A)True
B)False





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