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consumer behavior - chapter 15(BUS 4406)question n answers
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consumer behavior - chapter 15(BUS4406)question n answers
affect referral decision rule - correct answer ✔✔a simplified decision rule by which consumers make a
product choice on the basis of their previously established overall ratings of the brands considered,
rather than on specific attributes
compensatory decision rules - correct answer ✔✔a type of decision rule in which a consumer evaluates
each brand in terms of each relevant attribute and then selects the brand with the highest weighted
score
conjunctive decision rule - correct answer ✔✔a no compensatory decision rule in which consumers
establish a minimally acceptable cutoff point for each attribute evaluated. brands that fall below the
cutoff point on any one attribute are eliminated from further consideration
consumer decision making - correct answer ✔✔the process of making purchase decisions based on
cognitive and emotional influences such as impulse, family, friends, advertisers, role models, moods, and
situations that influence a purchase
consumer decision rules - correct answer ✔✔procedures adopted by consumers to reduce the
complexity of making product and brand decisions
consumption process - correct answer ✔✔process consisting of 3 stages: input stage (est. consumption
set & consuming style), process of consuming and possessing (using, collecting), output (changes in
feelings, moods and behavior toward a product)
disjunctive rule - correct answer ✔✔a no compensatory decision rule in which consumers establish a
mentally acceptable cutoff point for each relevant product attribute; any brand meeting or surpassing
the cutoff point for any one attribute is considered an acceptable choice
evaluation of alternatives - correct answer ✔✔stage in the consumer decision-making process in which
the consumer appraises the benefits to be derived from each of the precut alternatives being considered
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