chapter 18 consumer behavior quiz

Customer complaints communicated directly to the company and no one else are important because

they can alert the firm to problems enable problems to be solve neutralize negative WOM enable dissatisfied customers to be more satisfied all of the above++

Many customer loyalty programs are designed to generate repeat purchases rather than committed customers.

true

Which of the following is true regarding word-of-mouth (WOM)?

Consumers trust WOM more than many other sources.

Which of the following is FALSE regarding committed customers?

They are less likely to forgive an occasional product or service failure.

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

brand loyalty

Which type of sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary?

consumer-to-consumer sale

Every time Hannah buys a sandwich at Super Subs, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n)

customer loyalty program.

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?

decreasing the desirability of rejected alternatives.

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

false

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

false

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 local grocery deli. Which reason for changing providers does this represent?

inconvenience

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

Which of the following is true regarding the Net Promoter Score (NPS)?

it asks WOM questions

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

negativity bias

Marketing efforts focused on a firm's current customers are generally termed

relationship marketing

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

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

satisfaction

When perceptions of product performance match expectations that are at or above the minimum performance level, __________ generally results.

satisfaction

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

switching costs

Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation?

whether or not to take any external action