CB CH.18

A consumer can be neither satisfied nor dissatisfied.

T

Churn is a term used to refer to turnover in a firm's customer base.

T

Consumers might experience guilt by the use of a product or a service.

T

What are the two dimensions of performance for products? instrumentalandsymbolic latent and manifest immediateanddelayed direct and indirect consummatoryandinstrumental

A

Consumers who exhibit a positively biased behavior toward a specific brand are exhibiting _____. A. brandloyalty B. brandleverage C. brandimage D. brandequity E. brandbias

A

Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and came out saying, "We're so glad she married Mr. Darcy!" This movie provided them with _____. affectiveperformance direct performance instrumentalperformance symbolicperformance consummatoryperformance

A

Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent? A. coreservicefailure B. serviceencounterfailure C. pricing D. attractionbycompetitors E. ethicalproblems

A

Jose and his family, all Mexican by birth, went to dine at a new Mexican restaurant in Houston, which is home to many outstanding Mexican restaurants. They were expecting authentic Mexican food, and they got it. They most likely experienced _____. A. satisfaction B. dissatisfaction C. amazement D. nonsatisfaction E. surprise

A

When perceptions of product performance match expectations that are at or above the minimum performance level, _____ generally results. A. satisfaction B. dissatisfaction C. nonsatisfaction D. elation E. surprise

A

Which of the following factors is the MOST likely reason consumers change providers of a service? A. coreservicefailure B. serviceencounterfailure C. pricing D. attractionbycompetitors E. ethicalproblems

A

_____ continue to buy the same brand though they do not have an emotional attachment to it. Repeat purchasers Brandloyals Committedcustomers Satisfiedbuyers Referredbuyers

A

A brand whose perceived performance falls below expectations generally produces _____. A. satisfaction B. dissatisfaction C. nonsatisfaction D. elation E. fear

B

Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce _____. A. consumptionguilt B. postpurchasedissonance C. postpurchaseshame D. postpurchase fear E. consumptionanxiety

B

Factors such as timely delivery, order accuracy, billing accuracy, and merchandise quality are part of which dimension in online satisfaction and dissatisfaction? securityandprivacy fulfillment and reliability customerservice websitedesignandinteraction alloftheabove

B

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____. A. postpurchaseanxiety B. consumptionguilt C. consumptionanxiety D. postpurchasedissonance E. consumptiondissonance

B

Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing _____. A. postpurchaseanxiety B. consumptionguilt C. consumptionanxiety D. postpurchasedissonance E. consumptiondissonance

B

Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do because she has several of her bill payments set up as automatic debits. The cost of changing to another bank represents Sandy's _____. incurredcosts switchingcosts effort costs balancingcosts committedcosts

B

Service employees who are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason? A. coreservicefailure B. serviceencounterfailure C. pricing D. attractionbycompetitors E. ethicalproblems

B

The costs of finding, evaluating, and adopting another solution are known as _____. incurredcosts switchingcosts effort costs balancingcosts committedcosts

B

The term used to refer to turnover in a firm's customer base is _____. A. turnover B. churn C. attritionrate D. turnratio E. defectionrate

B

Which of the following is TRUE regarding word-of-mouth (WOM)? A. WOM is a minor factor in consumer behavior. B. Consumers trust WOM more than many other sources. C. Satisfaction yields more WOM than does dissatisfaction. D. Consumers do not give WOM much merit, especially negative WOM. E. Marketers are not concerned about WOM.

B

Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors? A. satisfaction B. commitment C. marketmaven D. brandleverage E. brandfanatic

B

Even if a dissatisfied consumer takes no external action, which of the following is likely? A. will engage in negative word-of-mouth B. will stop buying that brand C. will have a less favorable attitude toward the store or brand D. will stop buying at that store E. all of the above

C

An outlet or brand whose performance confirms a low-performance expectation generally will result in _____. A. satisfaction B. dissatisfaction C. nonsatisfaction D. elation E. anger

C

Doubt or anxiety regarding a purchase a consumer has made is known as _____. A. post purchase worry B. post purchase guilt C. post purchase dissonance D. post purchase shame E. post purchase fear

C

Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) _____. trappedpurchaser committedcustomer repeat purchaser nonsatisfiedcustomer indifferent purchaser

C

Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance? A. affective B. direct C. instrumental D. symbolic E. consummatory

C

Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of _____. A. nonsatisfaction B. extendeddecisionmaking C. commitment D. relationship marketing E. customervalue

C

Rod wasn't expecting much from the painters who came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing _____. A. satisfaction B. dissatisfaction C. nonsatisfaction D. elation E. anger

C

Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation? A. whether to complain to the store or to the manufacturer B. whether or not to stop buying that brand C. whether or not to take any external action D. whether or not to initiate legal action E. whether or not to complain to a government agency

C

What is the first decision a dissatisfied customer will make? A.whether to complain to the store or to the manufacturer B. whether or not to stop buying that brand C. whether or not to take any external action D. whether or not to initiate legal action E. whether or not to complain to a government agency

C

Which dimension of product performance relates to the physical functioning of the product? A. affective B. direct C. instrumental D. attributional E. consummatory

C

Factors such as information quality, navigation, price, merchandise availability, purchase process, and order tracking are part of which dimension in online satisfaction and dissatisfaction? securityandprivacy fulfillment and reliability customerservice websitedesignandinteraction alloftheabove

D

Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes, she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the grocery deli. Which reason for changing providers does this represent? involuntaryswitching responses to service failures pricing inconvenience ethicalproblems

D

Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance? A. affective B. direct C. instrumental D. symbolic E. consummatory

D

Which dimension of product performance relates to aesthetic or image-enhancement performance? A. affective B. direct C. instrumental D. symbolic E. consummatory

D

Customer complaints communicated directly to the company and no one else are important because _____. A. they can alert the firm to problems B. enable problems to be solved C. neutralize negative WOM D. enable dissatisfied customers to be more satisfied E. all of the above

E

The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following? A. the degree of commitment or irrevocability of the decision B. the importance of the decision to the consumer C. the difficulty of choosing among the alternatives. D. the individual's tendency to experience anxiety E. all of the above

E

Which of the following is NOT a possible outcome once a consumer is satisfied? committed customer discontinued use repeat purchases increased use All of the above are possible outcomes.

E

Which of the following is NOT an action a consumer may utilize to reduce dissonance? A. increase the desirability of the brand purchased B. decrease the desirability of rejected alternatives C. decrease the importance of the purchase decision D. reverse the purchase decision(return the product before use) E. increase the importance of alternatives that were not considered in the purchase initially

E

Affective performance can arise from only the symbolic dimension of product performance.

F

Most consumer purchases involve relatively high-involvement decision making, and therefore, arouse little or no postpurchase dissonance.

F

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

F

Which of the following is NOT a source of increased customer profitability over time? A. increasedsalesvolume B. lowercosts C. referrals D. increased churn E. pricepremium

D

Which type of customer has an emotional attachment to the brand or firm? repeat purchaser satisfiedbuyer totalbuyer committedcustomer affectivecustomer

D

Firms need to satisfy consumer expectations by creating reasonable expectations through promotional efforts and maintaining consistent quality so those expectations are fulfilled.

T

If a customer is dissatisfied with a company's product, the company would prefer that he or she complains to the company.

T

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

T

Joyce will only drink Pepsi, and she feels an emotional attachment to it. That is the brand she was brought up on and is the one she continues to drink every day. Joyce is exhibiting _____. A. brandloyalty B. brandleverage C. brandimage D. brandequity E. brandbias

A

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? involuntaryswitching responses to service failures pricing attractionbycompetitors ethicalproblems

A

The emotional response that owning or using the product or outlet provides is known as _____. affectiveperformance direct performance instrumentalperformance symbolicperformance consummatoryperformance

A

Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much, and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance? A. increasing the desirability of the brand purchased B. decreasing the desirability of rejected alternatives C. decreasing the importance of the purchase decision D. reversing the purchase decision E. increasing the importance of the purchase decision

B

Which of the following is true regarding postpurchase dissonance? A. All consumer purchase decisions are followed by postpurchase dissonance of some sort. B. The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance. C. The individual's tendency to experience anxiety is not related to postpurchase dissonance. D. The easier it is to alter the decision, the more likely postpurchase dissonance will be. E. Nominal decision making usually results in the greatest magnitude of post purchase dissonance.

B

Failure on a given product or service characteristic often has a stronger effect on consumers than success on that same characteristic. This is known as ______. technologybias servicedesignflaw customerfailure negativitybias financial failure

D

George has used the same company for his car and home insurance for more than 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a(n) _____. repeat purchaser satisfiedbuyer totalbuyer committedcustomer affectivecustomer

D