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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 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.
5
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.
6
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
7
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
8
Consumers are not aware of product brand names in generic tests.
A)True
B)False
9
Price, advertising intensity, warranties, brand, and country of origin are examples of surrogate indicators.
A)True
B)False
10
Sensory perception relates to an individual's ability to distinguish between similar stimuli.
A)True
B)False





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