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Exam 4: Consumer Evaluation and Choice

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Question 21

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Which heuristic involves forming predictions based on the ease with which a situation can be imagined?

A) Representativeness heuristic
B) Availability heuristic
C) Simulation heuristic
D) Framing effect
E) Anchoring-and-adjustment heuristic

F) All of the above
G) B) and D)

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Question 22

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How does the availability heuristic influence how consumers make predictions about products?

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Easy-to-remember events seem likely, and...

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Question 23

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The lexicographic heuristic involves setting a minimum acceptable cutoff level for each attribute and selecting the first alternative that meets the minimum standard for all attributes.

Describe the conjunctive heuristic.

The additive-difference heuristic involves comparing alternatives on an attribute selected probabilistically and eliminating or rejecting alternatives that do not meet a minimum cutoff point on this attribute.

Sitting at home trying to decide which restaurant to go to for dinner is an example of a memory-based choice.

Which of the following heuristics is most clearly memory based?.

Which of the following heuristics is similarity based?

Fill in the blanks: _____ choice models are attitude-choice based. But, _____ choice models attribute-choice based."

Consumers are most likely to use heuristics when involvement is _____ and processing load is _____.

Marketers need to understand consumer evaluation strategies because such strategies ultimately affect consumer choice.

Joe is trying to decide where to eat dinner tonight. He considers the local restaurant around the corner from his apartment, and recalls that the last time he ate there, the service was poor and the food was cold when it arrived. He figures the chances of bad service again tonight are high so he decides to go somewhere else. What heuristic is Joe engaging in?

An important piece of information often overlooked due to the simulation heuristic is the base rate.

Identify the ways in which to influence the consideration set discussed in your readings.

When are consumers likely to use a choice heuristic? When are they unlikely to do so?

The simulation heuristic is most closely tied to similarity.

Reading the movie listing off a theatre's web site and trying to decide what movie to see is an example of:

Selecting a brand by systematically rejecting all brands that do not have the key feature you want, attribute by attribute until one brand remains is known as which choice heuristic?

When is a memory brand preferred to a stimulus brand?

The lexicographic heuristic involves choosing the best brand on the basis of its most important attribute.