Judgments based on the availability heuristic are biased because they ignore
a. representativeness.
b. hierarchies of effect.
c. judgments.
d. base-rate information.
e. availability.
Question 2________ represents the cost savings and/or revenue gains that customers realize by purchasing the firm's product instead of the next-best alternative.
a. Assessing value
b. Economic value
c. Total value
d. All of the above
e. None of the above
Question 3How do you feel about the Apple, Inc? is an example of which type of question?
a. Fixed-alternative
b. Structured
c. Open-ended
d. Close-ended
e. a, b, and c.
Question 4Suppose you purchased an automobile that was a lemon. It required constant repair. This experience may still color your judgment of the quality of the brand even though the brand has few breakdowns today. This is an example of how ____ is more likely to be recalled and thus, influence judgments.
a. representative knowledge
b. base-rate information
c. accessible information
d. attribute-based linkage
e. affective habit
Question 5Which of the following are examples of add-on benefits?
a. Joint working relationships
b. Supplier flexibility
c. Commitment
d. All of the above
e. None of the above
Question 6With unstructured-undisguised questionnaires the purpose of the study is
a. open to interpretation.
b. not communicated to the respondents.
c. clear but the responses to the questions are open ended.
d. clear but the responses to the questions are dichotomous.
e. to define the responses that are open-ended.
Question 7If we want to estimate the likelihood that a new, low-calorie frozen dinner is of high quality, we might compare it to a very common brand such as Weight Watchers. This is an example of a(n)
a. prototype process.
b. comparative process.
c. exemplar model.
d. conjunctive model.
e. representativeness heuristic.
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