1.Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives?
A) Telephone Consumer Protection Act
B) Truth-in-Lending law
C) Federal Trade Commission Act
D) Wheeler-Lea Amendment
E) Just Noticeable Difference law
2. The ability of an individual to distinguish between similar stimuli is called _____.
A) stimulus generalization
B) perceptual generalization
C) perceptual discrimination
D) sensory perception
E) sensory discrimination
3. Sensory discrimination is _____.
A) the minimum amount that one brand can differ from another with the difference still being noticed
B) the maximum amount that one brand can differ from another without it being perceived as unreasonable by consumers
C) the ability of an individual to distinguish between distinctly different stimuli
D) the ability of an individual to distinguish between similar stimuli
E) the relative importance consumers place on evaluative criteria
4. The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______.
A) discriminatory difference
B) sensory difference
C) just noticeable difference
D) recognition difference
E) obvious difference
5. 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?
A) Number of diapers per package was not important to consumers.
B) The reduction in the quantity did not reach the level of a just noticeable difference.
C) Price is more important than quantity to consumers.
D) Consumers are price conscious for this product category.
E) Consumers are brand loyal.
6. An attribute used to stand for or indicate another attribute is known as a _____.
A) determinant attribute
B) substitute indicator
C) surrogate indicator
D) secondary indicator
E) proxy
7. Which of the following is often used as a surrogate indicator of quality?
A) price
B) advertising intensity
C) warranties
D) country of origin
E) all of the above
8. 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.
A) surrogate
B) proxy
C) primary
D) substitute
E) secondary
9. Which of the following does NOT affect how important various criteria are for consumers?
A) usage situation
B) competitive context
C) advertising effects
D) all of the above
E) none of the above
10. 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?
A) usage situation
B) competitive context
C) advertising effects
D) quantity of criteria
E) temporal perspective
11. 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?
A) usage situation
B) competitive context
C) advertising effects
D) experience
E) social influences
12. Which type of test is one in which the consumer is not aware of the product's brand name?
A) surrogate tests
B) generic tests
C) blind tests
D) primary tests
E) perceptual tests
13. 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?
A) surrogate tests
B) generic tests
C) blind tests
D) primary tests
E) perceptual tests
14. 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?
A) surrogate tests
B) generic tests
C) blind tests
D) primary tests
E) perceptual tests
15. 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?
A) conduct blind tests
B) form brand alliances
C) use two-sided messages
D) form conjoint alliances
E) form conjunctive alliances
16. 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?
A) blind test
B) brand alliance
C) two-sided message
D) conjoint alliance
E) conjunctive alliance
17. Which of the following is a decision rule used by consumers?
A) conjunctive
B) disjunctive
C) lexicographic
D) compensatory
E) all of the above
18. Which of the following is NOT a decision rule used by consumers?
A) conjunctive
B) disjunctive
C) lexicographic
D) compensatory
E) conjoint
19. Which of the following is a noncompensatory decision rule?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) all of the above
20. 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?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory