Chapter 18 Consumer Behavior
dissatisfaction
A brand whose perceived performance falls below expectations generally produces _____. A) satisfaction B) dissatisfaction C) nonsatisfaction D) elation E) fear
use innovations
A consumer using a product in a new way is referred to as _____. A) counterfactual thinking B) prefactual thinking C) use innovativeness D) usage expansion E) extended use thinking
all of the above
A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following? A) importance of the purchase to the consumer B) ease of taking action C) consumer's existing level of overall satisfaction with the brand or outlet D) characteristics of the consumer involved E) all of the above
service encounter failure
Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason? A) core service failure B) service encounter failure C) pricing D) attraction by competitors E) ethical problems
all of the above
The NFL is able to customize their newsletter by _____. A) tracking what pieces are clicked on B) providing news about the individual fan's favorite team C) matching the individual fan's specific interests D) enabling fans to update their profile E) all of the above
switching costs
The costs of finding, evaluating, and adopting another solution are known as _____. A) incurred costs B) switching costs C) effort costs D) balancing costs E) committed costs
affective performance
The emotional response that owning or using the product or outlet provides is known as _____. A) affective performance B) direct performance C) instrumental performance D) symbolic performance E) consummatory performance
all of the above
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
churn
The term used to refer to turnover in a firm's customer base is _____. A) turnover B) churn C) attrition rate D) turn ratio E) defection rate
instrumental and symbolic
What are the two dimensions to performance for products? A) instrumental and symbolic B) latent and manifest C) immediate and delayed D) direct and indirect E) consummatory and instrumental
whether or not to take any external action
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
satisfaction
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
symbolic
Which dimension of product performance relates to aesthetic or image-enhancement performance? A) affective B) direct C) instrumental D) symbolic E) consummatory
instrumental
Which dimension of product performance relates to the physical functioning of the product? A) affective B) direct C) instrumental D) attributional E) consummatory
throw away
Which disposition alternative is the most widely used by consumers? A) trade in B) recycle C) throw away D) give away E) sell
core service failure
Which of the following factors is the MOST likely reason consumers change providers of a service? A) core service failure B) service encounter failure C) pricing D) attraction by competitors E) ethical problems
all of the above
Which of the following is NOT a possible outcome once a consumer is satisfied? A) committed customer B) discontinued use C) repeat purchases D) increased use E) all of the above are possible outcomes
increased churn
Which of the following is NOT a source of increased customer profitability over time? A) increased sales volume B) lower costs C) referrals D) increased churn E) price premium
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.
recycle it
Which of the following is NOT an alternative if a consumer decides to retain a product's package? A) store it B) use it for original purpose C) recycle it D) use it for a new purpose E) all of the above are alternatives in this situation
all of the above
Which of the following is a key element of relationship marketing? A) Customizing the relationship to the individual customer. B) Pricing in a manner to encourage loyalty. C) Augmenting the core service or product with extra benefits. D) Marketing to employees so that they will perform well for customers. E) all of the above
all of the above
Which of the following is a source of increased customer profitability over time? A) increased sales volume B) lower costs C) referrals D) price premium E) all of the above
all of the above
Which of the following is an alternative once a consumer has decided to get rid of a product? A) sell it B) give it away C) loan it to someone D) throw it away E) all of the above
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 postpurchase dissonance.
Consumers trust WOM more than many other sources.
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.
commitment
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) market maven D) brand leverage E) brand fanatic
product nonuse
Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use? A) consumption guilt B) nonconsumption guilt C) product nonuse D) counterfactual thinking E) prefactual thinking
prefactual thinking
Which of the following refers to imagining different outcomes before a decision is made? A) prepurchase dissonance B) consumption guilt C) counterfactual thinking D) prefactual thinking E) innovative thinking
counterfactual thinking
Which of the following refers to imagining the outcome if a different decision had been made in the past? A) postpurchase dissonance B) consumption guilt C) counterfactual thinking D) prefactual thinking E) innovative thinking
marketers always try to reduce the likelihood that consumer think this way
Which of the following statements is true regarding counterfactual thinking? A) It occurs before a decision is made. B) Marketers try to avoid consumers from thinking this way. C) It is the same as prefactual thinking, but it is more severe. D) Marketers always try to reduce the likelihood that consumer think this way. E) It can be removed by price guarantees.
committed customer
Which type of customer has an emotional attachment to the brand or firm? A) repeat purchaser B) satisfied buyer C) total buyer D) committed customer E) affective customer
consumer-to-consumer sale
Which type of sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary? A) direct-to-consumer sale B) consumer-to-consumer sale C) personal sale D) private sale E) direct marketing
stringent product liability laws
Why must manufacturers design products with both the primary purpose and other potential uses in mind? A) consumers demand it B) competition requires it C) to be able to promote secondary uses D) stringent product liability laws E) to save on research and development costs
repeat purchases
_____ continue to buy the same brand though they do not have an emotional attachment to it. A) Repeat purchasers B) Brand loyals C) Committed customers D) Satisfied buyers E) Referred buyers
Price premium
_____ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price. A) Acquisition cost B) Referral C) Price premium D) Price indifferent E) Price insensitive
relationship marketing
An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is called _____. A) relationship marketing B) internal marketing C) personal marketing D) formal marketing E) acquisition marketing
nonsatisfaction
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
brand loyalty
Consumers that exhibit a positively biased behavior toward a specific brand are exhibiting _____. A) brand loyalty B) brand leverage C) brand image D) brand equity E) brand bias
a b and c
Disposition of the product or the product's container may occur _____ product use. A) during B) after C) before D) a and b E) a, b, and c
post purchase dissonance
Doubt or anxiety regarding a purchase a consumer has made is known as _____. A) postpurchase worry B) postpurchase guilt C) postpurchase dissonance D) postpurchase shame E) postpurchase fear
front line employees
Employees who deal directly with consumers are known as _____. A) foot soldiers B) clerks C) consumer-level employees D) front-line employees E) primary employees
will have a less favorable attitude toward the store or brand
Even if a dissatisfied consumer takes no external action, which of the following is likely? A) will engage in negative work-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
acquisition costs
Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of _____. A) churn B) opportunity costs C) switching costs D) contribution costs E) acquisition costs
e waste
Exploding demand and short product life-spans for high-tech gadgets such as cell phones, personal computers, and various other personal electronic devices is creating growing concerns over _____. A) e-waste B) poisonous waste C) hazardous waste D) reusable waste E) recyclable waste
ice cream cone
For which product is no disposition involved? A) ice cream cone B) laundry detergent C) soft drink D) clothing E) electronics
consumer to consumer sale
Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as? A) direct-to-consumer sale B) consumer-to-consumer sale C) personal sale D) private sale E) electronically-mediated sale
relationship marketing
Marketing efforts focused on a firm's current customers are generally termed _____. A) relationship marketing B) internal marketing C) personal marketing D) formal marketing E) acquisition marketing
consumption guilt
Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____. A) postpurchase anxiety B) consumption guilt C) consumption anxiety D) postpurchase dissonance E) consumption dissonance
