MAR4503 - Chapter 18

Which of the following is NOT an action a consumer may utilize to reduce dissonance?

Increase the importance of alternatives that were not considered in the purchase initially.

Which of the following is NOT a possible outcome once a consumer is satisfied?

all of the above are possible outcomes

The emotional response that owning or using the product or outlet provides is known as _____.

Affective performance

The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following?

All of the above

A brand whose perceived performance falls below expectations generally produces _____.

Dissatisfaction

Functional performance relates to the physical functioning of the product.

False

Repeat purchasers continue to buy the same brand because of their emotional attachment to it.

False

Which of the following is NOT a key element of relationship marketing?

Standardize the relationship across customers.

Why must manufacturers design products with both the primary purpose and other potential uses in mind?

Stringent product liability laws

Which disposition alternative is the most widely used by consumers?

Throw away

Nominal and most limited decision making will not produce postpurchase dissonance.

True

Consumers who exhibit a positively biased behavior toward a specific brand are exhibiting _____.

brand loyalty

Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint?

disposition

Renee has been going to the same dentist for years. However, her employer changed her dental insurance plan, and her dentist was not part of the plan. She had to switch to an approved dentist. Which reason for changing providers does this represent?

involuntary switching

Marriott Rewards customers earn points whenever they stay at any Marriott property. Louis is in this program, and he travels quite a bit because he works in sales. He usually stays at a Courtyard by Marriott, and when he walks into the lobby there is a sign by the desk welcoming him by name as well as other Marriott Rewards customers who might be staying there. This ongoing relationship between Louis and Marriott is an example of _____.

relationship marketing

The costs of finding, evaluating, and adopting another solution are known as _____.

switching costs

Which dimension of product performance relates to aesthetic or image-enhancement performance?

symbolic

Using a product in a new way is referred to as _____.

use innovativeness

Customer relationship management (CRM) programs are _____.

used to increase satisfaction, commitment, and retention of key customers

Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors?

commitment