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1)A limited capacity for processing information is known as             2

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1)A limited capacity for processing information is known as

2. A meta-goal refers to _____.

3. 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?
4. A technique that requires consumers to judge the similarity of alternative brands is _____.
5. Affective choices tend to be holistic in nature.
6. All consumers have a bounded rationality.
7. 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? 
8. An attribute used to stand for or indicate another attribute is known as a _____. 
9. An attribute used to stand for or indicate another attribute is known as a proxy indicator.
10. 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
11. Attitude-based choices are not used for important decisions.
12. Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics.
13. Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine all EXCEPT which of the following?
14. 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?
15. 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?
16. Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are non-compensatory decision rules.
17. Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than $1,200, the computer must weigh no more than 4 pounds, and battery life must be 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?
18. Cost and performance features are examples of which type of evaluative criteria?
19. 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 _____.
20. Evaluative criteria can differ in type, number, and importance.
21. Evaluative criteria differ on all EXCEPT which of the following?
22. Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects.
23. 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?
24. 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.
25. 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?
26. Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule?
27. 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?
28. Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule?
29. Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule?
30. 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?
31. 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?
32. 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?
33. In a compensatory decision, a brand's weakness on one attribute cannot be overcome by its strength on another attribute.
34. 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?
35. 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.
36. 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?
37. 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?
38. John drinks Schweppes 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?
39. 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?
40. Making a brand a compromise option in the choice set decreases that brand's probability of being chosen because consumers do not like "middle-of-the road" brands.
41. Marketing strategies to deal with choice overload include
42. 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. Because 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?
43. 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 _____.
44. Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?
45. Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., more than $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?
46. Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not , such as _____.
47. 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.
48. 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.
49. Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____.
50. Sensory discrimination is _____.
51. 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?
52. Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?
53. The ability of an individual to distinguish between similar stimuli is called _____.
54. 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.
55. The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion.
56. The fact that consumers have limited capacity for processing information is referred to as _____.
57. 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?
58. The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______.
59. The most common method of direct measurement to determine the relative importance of evaluative criteria is the semantic differential.
60. The multi-attribute model is which type of decision rule?
61. The two types of evaluative criteria are _____.
62. The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____
63. To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?
64. When experiencing choice overload, consumers may
65. Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level) and says that all brands that meet or exceed the performance level for any key attribute are considered acceptable?
66. 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?
67. 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?
68. 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 requires that all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?
69. 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?
70. Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use?
71. 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?
72. Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?
73. Which of the following affects how important various criteria are for consumers?
74. Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?
75. Which of the following does NOT influence the evaluation of alternatives on each criterion?
76. Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives?
77. Which of the following is NOT a decision rule used by consumers?
78. Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria?
79. Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria?
80. Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes?
81. Which of the following is(are) NOT a type of consumer choice process?
82. Which of the following motives are most likely in affective choices?
83. Which of the following statements is  regarding consumer choice processes?
84. 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?
85. Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, as well as no attribute-by-attribute comparisons being made at the time of choice?
86. Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made and involves attribute-by-attribute comparisons across brands?
87. Which type of motives activates behaviors designed to achieve a second goal?
88. Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved?
89. 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? Which type of test is one in which the consumer is not aware of the product's brand name?
90. With the information provided by perceptual mapping, the marketer can determine all of the following EXCEPT _____.