Which type of search can involve independent sources personal sources marketer based information and product experience quizlet?
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Terms in this set (382)Beiersdorf is working to have their Nivea for Men brand introduced and publicized in America in order to _____. have men recognize a problem with respect to facial care What is the first stage of the consumer decision process?
problem recognition Which of the following statements is FALSE regarding consumer decisions and the consumer decision process? Consumer decisions are rational and functional; otherwise they do not involve Which of the following is a type of consumer decision making discussed in your text? a, b, and c Which of the following is NOT a type of consumer decision making discussed in your text? complex decision making The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____. purchase involvement Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is _____. low in product involvement; high in purchase involvement Very high levels of purchase involvement tend to produce _____. extended decision making Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by _____. a low level of purchase involvement Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior? nominal decision making Which type of consumer decision making does NOT include alternative evaluation? nominal decision making Which type of consumer decision making includes only a limited internal information search and no external search for information? nominal decision making Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives? limited decision making Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules? extended decision making Which type of decision making process in effect involves no decision per se? nominal decision making Nominal decision making is sometimes referred to as _____. habitual decision making A completely nominal decision does not even include consideration of _____. the "do not purchase" alternative Nominal decisions can be broken into which two distinct categories? brand loyal decisions and repeat purchase decisions Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement? brand loyal decision Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate? brand loyal decision Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase? repeat purchase decision Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this? repeat purchase decision
Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation? limited decision making Which type of decision making covers the middle ground between nominal and extended decision making? limited decision making Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this? limited decision making Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation? extended decision making The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent? extended decision making _____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process? Problem recognition Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate? Problem recognition A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time. actual state Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her ____. actual state A(n) _____ is the way an individual wants to feel or be at the present time. desired state Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____. desired state Which of the following statements is FALSE regarding problem recognition? Only when the desired state is greater than the actual state will a problem exist. Which of the following drives problem recognition? the consumer's perception of the actual state The level of one's desire to resolve a particular problem depends on which factors? the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem Relative importance of a problem is determined by which of the following? how critical the problem is to the maintenance of the consumer's desired lifestyle What are the types of consumer problems? active and inactive Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events? active Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this? active Which type of consumer problem is one on which the consumer is not aware? inactive The Martin's home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this? inactive Which of the following statements is true regarding active and inactive consumer problems? Active problems require the marketer only to convince consumers that its brand is the superior solution. What has research revealed regarding consumers' variety-seeking behavior? Consumers are more likely to become bored on sensory attributes such as taste. James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior? variety-seeking Which of the following is a nonmarketing factor affecting problem recognition? all of the above Which nonmarketing factor affects a consumer's desired state? culture/subculture All EXCEPT which of the following nonmarketing factor affects consumers' desired state? normal depletion Which of the following is a nonmarketing factor affecting consumers' actual state? product/brand performance All EXCEPT which of the following nonmarketing factors affect a consumer's actual state? reference group Which of the following is a concern marketing managers have related to problem recognition? all of the above What is the most common approach to discovering consumer problems? intuition Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems? intuition Which research technique asks relatively large numbers of individuals about the problems they are facing? survey Which type of research technique gathers 8 to 12 similar individuals (e.g., working mothers) brought together to discuss a particular topic? focus group Mickey and his three roommates were asked to participate in a research study. They arrived and were seated in a room with about 8 other guys their age. Then the researcher started asking them questions about their sporting activities, but he let them talk pretty freely. Mickey and the others participated in which type of research technique? focus group The person present during a focus group discussion that keeps the discussion moving and focused on the topic is called a(n) _____. moderator Which of the following is an approach to problem identification? all of the above Which approach to problem identification focuses on a particular activity such as lawn maintenance? activity analysis Kim was participating in a focus group in which the discussion centered around the participants' problems encountered while taking care of their hair. Which approach to problem identification is this? activity analysis Which approach to problem recognition examines the purchase or use of a particular product or brand? product analysis A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using? product analysis
Which approach to problem recognition starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems? problem analysis A food manufacturer asked a group of working mothers to think about the problem of serving nutritious meals to their families given their time constraints and to indicate what activities, products, or brands are associated with or perhaps could eliminate those problems. This manufacturer is using which approach to problem recognition? problem analysis Which approach to problem recognition attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound? human factors research The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using? human factors research Which approach to problem recognition examines emotions associated with certain problems? emotion research One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this? emotion research Two basic approaches to causing problem recognition are _____. generic problem recognition and selective problem recognition Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce? generic problem recognition Campbell's soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was "Soup is good food," and another was "Never underestimate the power of soup." Which type of problem recognition was Campbell's attempting to stimulate? generic problem recognition Which condition is appropriate to attempt to influence generic problem recognition? all of the above Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition? The firm has a small percentage of the market. Which problem recognition involves a discrepancy that only one brand can solve? selective problem recognition An advertisement for Topol toothpaste, which is targeted at smokers and coffee and wine drinkers, stresses how this is the only brand that can remove the stains associated with these consumption behaviors. Which type of problem recognition is this marketer attempting to stimulate? selective problem recognition A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____. reacting to problem recognition ffective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____. suppressing problem recognition Problem recognition is the first stage of the consumer decision process. True If purchase involvement is high, then enduring product involvement will also be high. False The three types of decision making are rebuy, limited, and extended. False Nominal decision making is sometimes referred to as habitual decision making. True Two distinct categories of nominal decision making are brand loyal decisions and repeat purchase decisions. True Problem recognition is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process. True When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does not occur. False The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state. False An latent problem is one of which the consumer is not aware. False A consumer's desired state can be influenced by previous decisions. True Variety-seeking behavior is a challenge to marketers because it means the consumers switch brands for reasons beyond a company's control. True One difficulty with using intuition alone to identify consumer problems is that it is a complex research technique that requires extensive training. False Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research. True Universal problem recognition involves a discrepancy that a variety of brands within a product category can reduce. False Attempts to influence generic problem recognition are appropriate for brands that have a high market share. True Firms attempt to cause selective problem recognition to gain or maintain market share. True How has the Internet changed consumers' ability to search for information? all of the above Which of the following statements is FALSE regarding information search? Searching for information is free. Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth. This is referred to as _____. internal search Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed? internal search Which type of search can involve independent sources, personal sources, marketer-based information, and product experience? external search Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. He also has searched the Internet and visited the Dell, Gateway, and IBM Web sites and has consulted Consumer Reports. Nathan is conducting which type of information search? external search If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or evaluation may occur. The consumer purchases the recalled brand and _____ has occurred. nominal decision making Every winter, Laurie's skin becomes very dry and results in painful cracks in her skin on her fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for this problem, so she stops at the store to pick some up. Which type of decision making has occurred? nominal decision making When a consumer notices a new product in a store because of the point-of-purchase display, reads about the attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the product, _____ has occurred. limited decision making Wendy was in Wal-Mart and noticed a display with baking items collected together and a little pad with recipes to tear off. She looked at the recipe and decided that this would make a nice dessert for Thanksgiving, so she purchased the products that were conveniently located on the display. Which type of decision making did Wendy undertake? limited decision making For which type of decision making is external information search relatively important? extended decision making Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for the purpose of purchasing one, but he started considering it once he was there. However, he did not purchase one on that trip. Instead he went to other stores to look at their mowers, he asked his neighbor and his brother-in-law about their mowers, and he searched the Internet before he decided on the brand to purchase. Which type of decision making did Eric undertake? extended decision making Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____.
ongoing search Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related Web sites frequently, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys learning about wine. For Barry, his search for information about wine is a(n) _____. ongoing search A consumer decision requires information on which of the following? a, b, and c The desired features or characteristics required to meet a consumer's needs are his or her _____. evaluative criteria Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____. evaluative criteria All of the brands that a consumer thinks of as potential solutions are known as the _____. awareness set Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their _____. awareness set Which of the following is NOT a subcategory of the awareness set? purchase set
The brands or products one will evaluate for the solution of a particular consumer problem are called the _____. evoked set Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his _____. evoked set The evoked set is also called the _____. consideration set Brands that are found completely unworthy of further consideration are members of the _____. inept set Darcy is considering the purchase of living room furniture. While there are several national-chain furniture stores in her city, she is not considering Haverty's because she's purchased furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is included in her _____. inept set Brands for which a consumer is aware but basically indifferent toward compose his or her _____. inert set Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands in this product category. However, she is basically indifferent toward them. These two brands represent Elaine's _____. inert set To which set do alternatives the consumer does not know about belong? unawareness set Which of the following statements is FALSE regarding appropriate alternatives? Marketing strategy that focuses only on creating awareness is adequate. Which of the following is a primary source of information available to consumers? all of the above Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information? memory Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is based on which source of information? memory Friends, family, and others are examples of which source of information? personal sources Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information is Kasi using? personal sources Magazines, consumer groups, and government agencies represent which source of information? independent sources Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands were rated. Jon consulted which type of information source? independent sources Sales personnel, Web sites, and advertising represent which type of information source? marketing sources Stephanie and her husband are considering the purchase of a 52" plasma television. They have visited several manufacturers' Web sites, looked at the ads in the Sunday newspaper, and have spoken with sales people at several electronics stores. Which source of information are they using? marketing sources Which source of information includes inspection or product trial? marketing sources
Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent? marketing sources Which information source is NOT actively acquired by consumers? low-involvement learning Susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. Which of the following is the most likely means by which she obtained this information? low-involvement learning Research shows that the most common use of the Internet is _____. using e-mail Which of the following is true regarding the Internet as a source of information? all of the above Which of the following is NOT a research finding regarding the Internet as an information source? Over 90% of Americans use the Internet to research a product/service before buying it. Which demographic characteristic describes the greatest percentage of U.S. adult Internet users? Household income of $75,000+ Research has shown that most of the online search leading up to a purchase was _____. generic Consumers conducting a generic search in an Internet search engine use which type of terms? general product-related terms Bob is searching the Internet for information on digital cameras, so he types in the words "digital camera" in Google. Which type of search is Bob conducting? generic Services that aid consumers in their search and decision making on the Internet are known as _____. bots Amelia wanted to purchase a nice watch for her husband, but she was overwhelmed by the amount of information available on the Internet for this product. She visited one Web site that offered a service that would do the searching and comparisons for her, so she decided to use it. The service Amelia used is referred to as a(n) _____. shopping bot Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making? How can they get more consumers to use the Internet instead of seeking information from salespeople? Unsolicited e-mail that is a major concern and irritant and is known as _____. spam Lisa has to check her e-mail frequently to delete the unsolicited messages she gets, typically for loans and prescription drugs. If she doesn't delete them, her inbox will fill up and e-mails that she wants to receive won't get through. This unsolicited e-mail is known as _____. spam The percentage who clicks through a banner ad to the corporate Web site is known as _____. clickthrough rate _____ involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement. Behavioral targeting Ben is interested in golf, so he visits several golf-related Web sites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called _____. behavioral targeting Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list? search engine optimization Kodak markets digital cameras and is aware that consumers search for information concerning this product on the Internet using one of the several search engines (e.g., Google). To ensure that Kodak appears on the first page of results, this company pays the search engine to become a sponsored link when consumers search the key words "digital camera." This is an illustration of _____. search engine optimization Which of the following factors influences the expected benefits and perceived costs of search? all of the above The number of alternatives, price range, store distribution, and information availability are examples of which factor that influences the expected benefits and perceived costs of search? market characteristics Feature and quality variations across brands are referred to as _____. product differentiation Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search? consumer characteristics Consumers' general approaches or patterns of external search are termed _____. shopping orientations Which of the following is NOT a type of knowledge where a low level of calibration frequently occurs to the detriment of consumers and firms? all of the above Perceived risk is a function of the _____. a, b, and c Perceived risk is high for products whose failure to perform as expected would result in a high _____. all of the above Which of the following is probably the most important situational variable with respect to search behavior? temporal perspective Which marketing strategies are appropriate for nominal decision making? maintenance strategy and disrupt strategy Which marketing strategies are appropriate for limited decision making? capture strategy and intercept strategy Which marketing strategies are appropriate for extended decision making? preference strategy and acceptance strategy If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate? intercept strategy Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets? disrupt strategy Which marketing strategy requires consistent attention to product quality, distribution, and a reinforcement advertising strategy because the brand is purchased habitually by the target market? maintenance strategy Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand? maintenance strategy Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making? disrupt strategy
If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____. intercept the consumer during the search for information on the brands in the evoked set One marketer for a brand of shampoo learned through research that consumers in the target market engage in limited decision making but that this marketer's brand is not part of their evoked set. Which marketing strategy is appropriate for this company? intercept strategy Extended decision making with the brand in the evoked set requires which marketing strategy? preference strategy Which marketing strategy is similar to preference strategy but is complicated by the fact that the target market is not seeking information about the brand? acceptance strategy Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes. True One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her. True All of the brands thought of as potential solutions are known as the consideration set. False The brands found to be completely unworthy of further consideration comprise the excluded set. False Marketing strategy that focuses only on creating awareness may be inadequate. True The awareness set has generally been found to be smaller than the evoked set. False The five primary sources of information available to consumers are memory, personal sources, independent sources, marketing sources, and experiential sources. True Research has shown that the Internet is used equally by all segments of the adult U.S. population. False Online services use bots, which are software "robots" that do the shopping/searching for users, and are therefore often referred to as shopping bots. True Banner ads are one way to drive a firm's information to consumers. True Search engine optimization involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement. False Most purchases are the result of extended decision making and therefore involve considerable external search prior to purchase. False Market characteristics that influence the expected benefits and perceived costs of search include the number of alternatives, price range, store distribution, and information availability. True A recent study found that a low level of calibration frequently occurs to the detriment of consumers and firms in the areas of memory of facts and events, belief polarization and validity, and personal forecasts. True The perceived risk associated with unsatisfactory product performance increases information search prior to purchase. True The maintenance marketing strategy is appropriate if consumers use extended decision making and the brand is in the evoked set. False Which of the following was used by Sunbeam Appliance Company to assist in redesigning its many lines of small kitchen appliances? all of the above How did Sunbeam Appliance Company use conjoint analysis to help them redesign its many lines of small kitchen appliances? It was used to provide data on the structure of consumers' preferences for product features and their willingness to trade one feature for more of another feature. Which of the following does NOT influence the evaluation of alternatives on each criterion? decision rules applied Which theory assumes that the consumer is a rational decision maker with well-defined, stable preferences, and has sufficient skills to calculate which option will maximize his or her value and will choose on this basis? rational choice theory What is the task in the rational choice theory? to identify or discover the one optimal choice for the decision confronting the decision maker A metagoal refers to _____. the general nature of the outcome being sought Which of the following is an example of a metagoal? all of the above Maximizing the accuracy of the decision or minimizing the experience of negative emotion while making the decision are examples of consumer _____. metagoals A limited capacity for processing information is known as _____. bounded rationality Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as _____. bounded rationality Which of the following is a type of consumer choice process? a, b, and c Which of the following is NOT a type of consumer choice process? rational choice Which of the following tends to be more holistic in nature, and the brand is not decomposed into distinct components that are evaluated separately from the whole? affective choice Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress? affective choice Which of the following motives are most likely in affective choices? consummatory motives Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved? consummatory motives Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive? consummatory motive Which type of motives activates behaviors designed to achieve a second goal? instrumental motives Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school. For Hannah, which type of motive is most likely underlying her request for that specific brand? instrumental motive Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands? attribute-based choice Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process? attribute-based choice Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, and no attribute-by-attribute comparisons are made at the time of choice? attitude-based choice Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use? attitude-based choice Which of the following statements is true regarding consumer choice processes? Motivation, information availability, and situational factors interact to determine which choice process will be used. The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____. evaluative criteria Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____. evaluative criteria Evaluative criteria can differ on which of the following? a, b, and c Evaluative criteria differ on all EXCEPT which of the following? quality The two types of evaluative criteria are _____. tangible and intangible Cost and performance features are examples of which type of evaluative criteria? tangible Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria? tangible Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria? intangible Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria. intangible Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____. a, b, and c Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, her or she must determine all EXCEPT which of the following? all of the above must be determined To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement? direct and indirect Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes? direct Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz? direct Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria? indirect Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria? projective techniques and perceptual mapping Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use? projective techniques Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as? projective technique A technique that requires consumers to judge the similarity of alternative brands is _____. perceptual mapping Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent? perceptual mapping With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____. how consumers will trade one evaluative criteria for another Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes? semantic differential scales Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria? constant sum scales Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria? conjoint analysis In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features? conjoint analysis Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using? conjoint analysis Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives? Truth-in-Lending law The ability of an individual to distinguish between similar stimuli is called _____. sensory discrimination Sensory discrimination is _____. the ability of an individual to distinguish between similar stimuli The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______. just noticeable difference Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity? The reduction in the quantity did not reach the level of a just noticeable difference. An attribute used to stand for or indicate another attribute is known as a _____. surrogate indicator Which of the following is often used as a surrogate indicator of quality? all of the above Sam is a retiree with considerable resources, so he doesn't really spend much time on purchase decisions. His belief is that the most expensive brand is probably also the best in terms of quality. Sam uses price as a _____ indicator of quality. surrogate Which of the following does NOT affect how important various criteria are for consumers? all of the above John drinks Schwepps Ginger Ale for dinner as a beverage, while Jack uses it only as a mixer in his cocktails. Which factor that influences the importance of evaluative criteria is this? usage situation Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria? usage situation Which type of test is one in which the consumer is not aware of the product's brand name? blind tests The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this? blind tests Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation? blind tests Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand? form brand alliances A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate? brand alliance Which of the following is a decision rule used by consumers? all of the above Which of the following is NOT a decision rule used by consumers? conjoint Which of the following is a noncompensatory decision rule? all of the above Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards? conjunctive Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more that $1200, the computer must weigh no more that 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet ALL of these minimum requirements, he will not consider it further. Which decision rule is Conrad using? conjunctive Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of use = 3, which of the following computers would be chosen using the conjunctive decision rule? IBM Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? Compaq and NEC would be considered further. Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable? disjunctive Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion, and all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains? elimination-by-aspects Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using? elimination-by-aspects Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule? Sony and Pioneer would be considered further. Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule? Sony Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute? lexicographic Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule? Compaq Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen? compensatory The multiattribute model is which type of decision rule? compensatory Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using? compensatory All consumers have a bounded rationality. True Affective choices tend to be holistic in nature. True Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics. False Attitude-based choices are not used for important decisions. False Evaluative criteria can differ in type, number, and importance. True Indirect measurement techniques used to determine consumers' evaluative criteria differ from direct measurements in that they assume consumers will not or cannot state their evaluative criteria. True The most common method of direct measurement to determine the relative importance of evaluative criteria is the semantic differential. False An attribute used to stand for or indicate another attribute is known as a proxy indicator. False Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects. True Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules. True The conjunctive decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards. True The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion. False For a target market using the elimination-by-aspects rule, it is critical to meet or surpass the consumers' requirements on one more (in order) of the criteria used than the competition. True In a compensatory decision, a brand's weakness on one attribute cannot be overcome by it's strength on another attribute. False The NFL is able to customize their newsletter by _____. all of the above Which of the following is NOT a possible outcome once a consumer is satisfied? all of the above are possible outcomes Doubt or anxiety regarding a purchase a consumer has made is known as _____. postpurchase dissonance Which of the following is true regarding postpurchase dissonance? The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance. The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following? all of the above Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing _____. postpurchase dissonance Which of the following is NOT an action a consumer may utilize to reduce dissonance? Increase the importance of alternatives that were not considered in the purchase initially. Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce _____. postpurchase dissonance Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance? Decreasing the desirability of rejected alternatives. Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____. consumption guilt Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing _____. consumption guilt Which of the following refers to imagining the outcome if a different decision had been made in the past? counterfactual thinking Which of the following statements is true regarding counterfactual thinking? Marketers always try to reduce the likelihood that consumer think this way. Hunter purchased a new computer, and he started thinking about what it would be like if he had purchased the other brand that he was considering seriously. He purchased a Dell, but he kept thinking that if he had only spent a little more and purchased the IBM, he might not be experiencing some of the problems that he is (i.e., computer "freezing up"). Which of the following is Hunter engaging in? counterfactual thinking Which of the following refers to imagining different outcomes before a decision is made? prefactual thinking Bob wants to purchase a big screen television, but he's reluctant because he tells himself that "If I buy it now, then the price will drop and I'll regret not waiting longer." Bob is engaging in _____. prefactual thinking A consumer using a product in a new way is referred to as _____. use innovativeness The external ice cube shoot on Cade's refrigerator door was not working properly. She could hear the ice falling into the shoot, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the shoot, and she couldn't get it loose. Cade decided to use a hair dryer to melt the ice, and it worked. Cade's using a hair dryer in a new way represents _____. use innovativeness Why must manufacturers design products with both the primary purpose and other potential uses in mind? stringent product liability laws Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use? product nonuse Disposition of the product or the product's container may occur _____ product use. a, b, and c For which product is no disposition involved? ice cream cone Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint? disposition Exploding demand and short product life-spans for high-tech gadgets such as cell phones, personal computers, and various other personal electronic devices is creating growing concerns over _____. e-waste Which disposition alternative is the most widely used by consumers? throw away Which of the following is NOT an alternative if a consumer decides to retain a product's package? recycle it Which of the following is an alternative once a consumer has decided to get rid of a product? all of the above Which of the following is FALSE regarding the way in which disposition decisions can affect a firm's marketing strategy? The United States is a completely throw away society, and consumers are willing to purchase new products without concern for waste. Which type of sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary? consumer-to-consumer sale Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as? consumer-to-consumer sale An outlet or brand whose performance confirms a low-performance expectation generally will result in _____. nonsatisfaction Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing _____. nonsatisfaction A brand whose perceived performance falls below expectations generally produces _____. dissatisfaction Kristen purchased a chair and ottoman from a national chain furniture store. After only six months, the fabric started to fade and tear in some spots. While she didn't spend much money on this chair, she did expect it to last longer than that. Kristen most likely experienced _____. nonsatisfaction When perceptions of product performance match expectations that are at or above the minimum performance level, _____ generally results. satisfaction Jose and his family, all Mexican by birth, went to dine at a new Mexican restaurant in Houston, which is home to many outstanding Mexican restaurants. They were expecting authentic Mexican food, and they got it. They most likely experienced _____. satisfaction Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors? commitment Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of _____. commitment Which of the following factors is the MOST likely reason consumers change providers of a service? core service failure Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent? core service failure Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason? service encounter failure Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the grocery deli. Which reason for changing providers does this represent? inconvenience Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers does this represent? responses to service failures Renee has been going to the same dentist for years. However, her employer changed her dental insurance plan, and her dentist was not part of the plan. She had to switch to an approved dentist. Which reason for changing providers does this represent?
involuntary switching Sherri pulled up to the drive-up ATM at her bank. She put her card in, and it came right back out. On the screen was a message that the machine was not operational. Sherri was not happy. Which incident type with respect to self-service technologies does this represent? technology failure What are the two dimensions to performance for products? instrumental and symbolic Which dimension of product performance relates to the physical functioning of the product? instrumental Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance?
instrumental Which dimension of product performance relates to aesthetic or image-enhancement performance? symbolic Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance? symbolic The emotional response that owning or using the product or outlet provides is known as _____. affective performance Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and came out saying "we're so glad she married Mr. Darcy!" This movie provided them with _____. affective performance What is the first decision a dissatisfied customer will make? whether or not to take any external action Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation? whether or not to take any external action A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following? all of the above Even if a dissatisfied consumer takes no external action, which of the following is likely? will have a less favorable attitude toward the store or brand Which of the following is true regarding word-of-mouth (WOM)? Consumers trust WOM more than many other sources. Employees who deal directly with consumers are known as _____. front-line employees Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make amends up to a certain amount without her supervisor's approval. Savannah is known as a _____. front-line employee _____ continue to buy the same brand though they do not have an emotional attachment to it. Repeat purchasers Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) _____. repeat purchaser The costs of finding, evaluating, and adopting another solution are known as _____. switching costs Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank represent Sandy's _____. switching costs Consumers that exhibit a positively biased behavior toward a specific brand are exhibiting _____. brand loyalty Jason will only drink Pepsi cola, and he feels an emotional attachment to it. That is the brand he was brought up on and is the one he continues to drink every day. Jason is exhibiting _____. brand loyalty Which type of customer has an emotional attachment to the brand or firm? committed customer George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a _____. committed customer Which of the following is FALSE regarding committed customers? They are less likely to forgive an occasional product or service failure. The term used to refer to turnover in a firm's customer base is _____. churn Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of _____. acquisition costs Which of the following is a source of increased customer profitability over time? all of the above all of the above Which of the following is NOT a source of increased customer profitability over time? increased churn _____ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price. Price premium For which type of firm has research shown that reducing the number of customers who leave by 5 percent resulted in the highest percentage increase in average profits per customer? branch banks Marketing efforts focused on a firm's current customers are generally termed _____. relationship marketing An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is called _____. relationship marketing Marriott Rewards customers earn points whenever they stay at any Marriott property. Louis is in this program, and he travels quite a bit because he works in sales. He usually stays at a Courtyard by Marriott, and when he walks into the lobby there is a sign by the desk welcoming him by name as well as other Marriott Rewards customers who might be staying there. This ongoing relationship between Louis and Marriott is an example of _____. relationship marketing Which of the following is a key element of relationship marketing? all of the above Which of the following is NOT a key element of relationship marketing? Standardize the relationship across customers. Every time Hannah buys a sandwich at Subway, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n) _____. customer loyalty program Nominal and most limited decision making will not produce postpurchase dissonance. True Consumers might experience guilt by the use of a product or a service. True Counterintuitive thinking refers to imagining the outcome if a different decision had been made in the past. False Sometimes consumers purchase products and do not use them. True Disposition of the product or the product's container may occur before, during, or after product use. True A consumer selling something to another individual through an online intermediary (i.e., eBay) is known as a consumer-to-consumer sale. True A consumer can be neither satisfied nor dissatisfied. True Functional performance relates to the physical functioning of the product. False If a customer is dissatisfied with a company's product, the company would prefer that he or she complains to the company. True Affective performance can arise from only the symbolic dimension of product performance. False Firms need to satisfy consumer expectations by creating reasonable expectations through promotional efforts and maintaining consistent quality so those expectations are fulfilled. True Repeat purchasers continue to buy the same brand because of their emotional attachment to it. False Committed customers are less likely to forgive a product or service failure. False Churn is a term used to refer to turnover in a firm's customer base. True For many products and services, there are wide variations in profitability across customers. True Many customer loyalty programs are designed to generate repeat purchases rather than committed customers. True Sets with similar termsChapter 1240 terms Deigs27 CB FINAL CHAPTER 1256 terms alissamannarino mkg 310 final131 terms whitgalbreath Test 342 terms nb3482 Sets found in the same folderChapter 323 terms conner_hogan67 Consumer Behavior Chapter 5 (Motivation and Affect)49 terms kk_kowalPLUS Psychology - Chapter 8: Sensation & Perception30 terms Alma_Reyes Chapter 18: "Postpurchase, Processes, Cu…13 terms CaliQueenBee Other sets by this creatorChapter 217 terms conner_hogan67 Chapter 128 terms conner_hogan67 Chapter (8,9,10,11,12) Test review478 terms conner_hogan67 Chapter 1283 terms conner_hogan67 Verified questionsPSYCHOLOGY Which of the following is an example of hindsight bias? a. Tom is certain that electric cars will represent 80 percent of vehicles in twenty years and only reads research studies that support his hypothesis. b. Liza underestimates how much time it will take her to finish writing her college application essays and as a result fails to meet an important deadline. c. Experts predicting world events with 80 percent confidence turned out to be correct less than 40 percent of the time. d. Marcy cannot recognize a definition on a flashcard. After turning the card over and viewing the term, she tells herself she knew what the answer was all along. e. Dr. Grace overestimates how effectively her new treatment method works because she fails to seek out any evidence refuting her theory. Verified answer QUESTION An individual experiences brain damage that results in an inability to make plans about the future. Which part of the brain was probably damaged? a. Parietal lobe. b. Corpus callosum. c. Frontal lobe. d. Occipital lobe. e. Temporal lobe. Verified answer
PSYCHOLOGY Think of a way in which a school or government treats males and females differently. For instance, you might be aware of a rule that is applied differently to boys and girls, or you might think of ways in which similar behaviors by boys and girls are judged differently depending on who exhibits the behavior. Write a letter to a local school or government official explaining either why you support this difference or why you think the policy should be changed. Verified answer
QUESTION Random dot stereograms are pictures that have an image hidden among the dots. Human scan often see these hidden images because each eye has a slightly different image projected on its retina, allowing us to see depth. Which term best describes the process? a. Motion parallax. b. Convergence. c. Retinal disparity. d. Relative height. e. Linear perspective. Verified answer Other Quizlet setsExam 2: Pulmonary Ventilation (Lec 9)52 terms anthony_bribiesca Ulcer and Wound Management: Abrasions23 terms Harry_Lucas8 Psych 111 Chapter 652 terms Sade_Tucker2 International Management Chapter 1020 terms Gennylisbeth23 Which of the following is the first step in the approach for developing situation based marketing strategies?Which of the following is the FIRST step in the approach for developing situation-based marketing strategies? Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product.
What does evoked set mean?In the simplest of terms, an evoked set is defined as the brands that come to a consumer's mind when a need for a product or service arises. These are considered acceptable brands based on the consumer's perception of their products, and their brand equity with a consumer.
What is the most common approach to discovering consumer problems?nominal decision making. What is the most common approach to discovering consumer problems? b. intuition.
Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen?The lexicographic decision rule requires the consumer to rank the criteria in order of importance. The consumer then selects the brand that performs best on the most important attribute.
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