Quiz 2 Flashcards
Juanita does not care much about baking soda, but after seeing the same ads many times, she believes that it is supposed to be good at removing odors from the refrigerator. In terms of conscious low effort decision-making, Juanita’s belief (due to the repeated exposure to the ads) is due to
a. active learning.
b. judgmental learning.
c. representativeness learning.
d. retentive processing.
e. incidental learning.
Incidental Learning
Nick feels that $10 to $20 is an acceptable price for a meal at a buffet. In terms of price as a cognitive model for low effort decisions, Nick’s acceptable price range is known as
a. the availability heuristic.
b. the expectation pricing.
c. the known price range.
d. the zone of acceptance.
e. the appropriate acceptability range.
The Zone of acceptance
Post purchase assessment is likely to be greatest for extensive problem solving. This is
A. True
B. False
True
Most low-effort decisions are made
a. with a high level of affect but a low level of cognition.
b. with a high level of cognition but a low level of affect.
c. to optimize decision-making.
d. frequently and repeatedly over time.
e. only unconsciously.
Frequently and repeatedly over time
In terms of learning from consumer experience, all of the following done except
a. hypothesis generation.
b. integration of evidence.
c. exposure to evidence.
d. encoding of evidence .
e. repetition of evidence.
Repetition of evidence
Hilga realized she needed gas but she did not care much about where she filled up. Given that where she is buying gas from is a low effort decision, Hilga will be more likely to optimize than to satisfice in terms of her choice of gas station. This is
a. true
b. false
False
The hierarchy of effects for conscious low effort decision-making is – beliefs regarding a product, buying (or not buying) based on those beliefs, and then forming evaluations. This is
a. true.
b. false.
True
While learning from experience, when a consumption experience is ambiguous, consumers
a. usually form positive evaluations.
b. usually form negative evaluations.
c. experience regret.
d. usually tend to support their initial hypothesis.
e. none of the above.
Usually tend to support their initial hypothesis
In terms of low effort thought based decision-making, _____ choice tactic relates to an overall evaluation (e.g. works the best) or focuses on a specific attribute or benefit (e.g. get clothes cleaner). Satisfaction, for this choice tactic, is the key.
a. satisficing.
b. performance.
c. brand loyalty.
d. affect referral.
e. optimizing.
Performance
Operant/instrumental conditioning views future behavior as being influenced by
a. careful thinking.
b. compensatory decision making model.
c. cognitive dissonance.
d. previous actions and the reinforcement from these actions.
e. feelings and emotions.
Previous actions and the reinforcement from these actions
You see a new brand of toothpaste and compare it with your prototype – Crest. Because of this comparison, you perceive that the new brand is quite similar to Crest and hence you assume that it is of high quality. In terms of low effort judgment heuristics, this is an example of
a. positive reinforcement.
b. representativeness heuristic.
c. shaping.
d. availability heuristic.
e. noncompensatory decision making.
Representativeness heuristic
Ignoring base-rate information occur during which low-effort judgement heuristic?
a. representativeness.
b. feelings based.
c. unconscious decision making.
d. availability heuristic.
e. law of small numbers.
Availability heuristic
A study shows that beer drinkers with well–established brand preferences could not distinguish their preferred brands from others in a blind taste test. However, when the beers were identified, they rated the taste of their preferred brand significantly higher than that of others. Another study shows that buying the most well known brand of peanut butter is typically the choice tactic of inexperienced consumers. These studies most likely underline the worth of relying on _____ as a choice tactic for low effort feeling based decisions.
a. habit.
b. buying on impulse.
c. satisficing.
d. performance.
e. brand familiarity.
Brand Familiarity
Suppose you purchased a MP3 player some years back that needed constant repair. Today you may still recall your frustration and disappointment and hence you are not likely to consider the same brand. Assuming a low effort decision, the above refers to ______ heuristic.
a. feelings based .
b. availability.
c. attribute.
d. alternative based.
e. representative.
Availability
You buy the same brand of laundry detergent that your parents bought because you always saw them use it and remembered that they liked it. Such a normative choice tactic during low effort thought based decision-making results from
a. affect.
b. indirect influence.
c. availability heuristic.
d. vicarious observation.
e. direct influence.
Vicarious observation
