All of the Following Are Reasons Consumers Use the Affect

question 127

Multiple Choice

All of the following are reasons consumers use the affect referral method to evaluate alternatives, except:

• A) consumers have already eliminated the evoked set from consideration
• B) the affect referral method saves time and mental energy
• C) the consumer may have already used the multiattribute approach in a previous purchase situation
• D) the consumer has developed an emotional bond with the particular brand

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Definitions:

Likelihood

Likelihood in statistical analysis is the probability that a particular set of observations would occur given a specific model.

Wilcoxon Rank Test

A nonparametric statistical test that compares two paired groups to determine if their population mean ranks differ.

McNemar Test

A statistical analysis applied to matched nominal data to assess if the frequencies at the margins of rows and columns are the same.

Nonparametric Tests

Statistical tests that do not assume a specific distribution for the data, often used when data do not meet the assumptions required for parametric tests.