Deck 6: Post-Purchase Processes: Consumption and Post-Consumption Evaluations

Question 1

Selling more of one's product necessarily requires selling to more people.

Answer 1

False

Question 2

Because it occurs after purchase, consumption is the least important part of the decision process.

Answer 2

False

Question 3

Consumption represents the usage of the purchased product.

Answer 3

True

Question 4

User and nonuser are terms often used to distinguish between those who consume the product and those who do not.

Question 5

The size of the user market segment speaks to future growth opportunities.

Question 6

Companies should always focus on encouraging product purchase rather than product consumption.

Question 7

Sometimes it is beneficial to segment the market based on when consumption occurs.

Question 8

It is not useful to understand where consumption takes place.

Question 9

Different people may purchase the same product but consume it in different ways.

Question 10

Understanding how consumers use milk was an essential element in the development of the "got milk?"
advertising campaign.

Question 11

Usage expansion advertising attempts to persuade consumers to use a familiar product in new or different ways.

Question 12

Recent research indicates that consumers will pour and consume less of a beverage into a tall, slender glass than a short, wide glass.

Question 13

Surprisingly, research shows that as consumers' stockpile of a product increases, their use of the product actually decreases.

Question 14

Consumers' miscalculations about their usage behaviors often ends up costing them money.

Question 15

Differences in the amount of consumption provide one basis for segmenting the nonuser market.

Question 16

Trying to change the amount of consumption is a worthless business objective.

Question 17

Businesses sometimes try to encourage consumption by modifying their product offerings.

Question 18

Depending on the product category, larger package sizes can increase the amount consumed per consumption occasion.

Question 19

Increases in product variety (e.g., adding more colors or flavors) will decrease the amount consumed per consumption occasion.

Question 20

An important characteristic of many consumption behaviors is the particular feelings experienced during consumption.

Question 21

Negative feelings during product usage are desirable from both the customer's and company's perspective.

Question 22

Depending on the nature of the consumption experience, companies may find it useful to position their products based on the feelings and experiences during consumption.

Question 23

Consumption experiences differ in terms of whether consumers find them to be rewarding or punishing.

Question 24

A consumption experience provides negative reinforcement when the consumer receives some positive outcome from product usage.

Question 25

Negative reinforcement occurs when product consumption leads to some negative outcome.

Question 26

Products that provide negative reinforcement are less likely to be repurchased.

Question 27

Punishment occurs when consumption leads to positive outcomes.

Question 28

In today's competitive marketplace, there is little difference among brands in how well they meet consumers' expectations.

Question 29

It is not possible for companies to influence consumers' interpretations of their consumption experiences.

Question 30

The brand name that appears on a product may influence consumers' interpretation of the consumption of this product.

Question 31

Expectations do not always bias post-consumption evaluations. It depends on the ambiguity of the consumption experience.

Question 32

Consumption norms represent informal rules that govern consumption behavior.

Question 33

Consumption rituals are a type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence, and that tend to be repeated over time.

Question 34

Compulsive consumption is a response to an uncontrollable drive or desire to obtain, use, or experience a feeling, substance, or activity that leads an individual to repetitively engage in a behavior that will ultimately cause harm to the individual and possibly others.

Question 35

Ethnography involves describing and understanding consumer behavior by interviewing and observing consumers in real-world situations.

Question 36

Shop-a-longs are a type of ethnographic research.

Question 37

Evaluation of non-considered alternatives is a fundamental part of the post-purchase stage of the decision-making process.

Question 38

ACSI stands for American Companies' Sales Index.

Question 39

Although satisfaction can vary from one product to the next, consumers' satisfaction with a particular product does not vary by geographic region.

Question 40

One reason companies should pay attention to customer satisfaction is that it influences whether consumers will buy from the same company again.

Question 41

It is usually more expensive to retain an existing customer than to recruit a new one.

Question 42

There is a perfect relationship between customer satisfaction and customer retention.

Question 43

Customer delight comes when customers are satisfied completely.

Question 44

Although satisfaction influences customer retention, it has little influence on word-of-mouth or word-of-mouse communication.

Question 45

It has been suggested by some that consumers' willingness to recommend a product to others is a better indicator of their loyalty to the product than what it a continue to repurchase the same product.

Question 46

Although dissatisfaction is an essential prerequisite for complaint behavior, not every dissatisfied customer will complain.

Question 47

Companies should encourage dissatisfied customers to voice their concerns because those who keep silent are more likely to take their business elsewhere.

Question 48

In most cases, consumers are very satisfied with the way companies handled their complaints.

Question 49

Surprisingly, consumers' product satisfaction has little influence on their price sensitivity.

Question 50

Beyond understanding the post-consumption evaluations of their own customers, companies may also find it useful to understand these evaluations of their competitors' customers.

Question 51

Consumers' satisfaction with a company's products is important because this ultimately influences the company's value to shareholders.

Question 52

According to the expectancy disconfirmation model, satisfaction depends on a comparison of pre-purchase expectations to actual outcomes.

Question 53

If the product delivers an outcome which is less than expected, positive disconfirmation occurs.

Question 54

Positive disconfirmation exists when the product provides more than expected.

Question 55

Confirmation takes place when the product's performance matches expectations.

Question 56

Both regret and rage are possible when consumers experience negative disconfirmation.

Question 57

By setting high expectations, companies increase the odds of consumers being satisfied.

Question 58

Simply participating in a customer survey can make consumers feel more satisfied.

Question 59

Which of the following is a way for businesses to sell more of their product?

A) Sell to more people
B) Get people to use more of the product per consumption occasion
C) Increasing the number of times consumption occurs
D) A and B
E) A, B, and C

Question 60

User and nonuser are terms used to distinguish between:

A) those who purchase one company's product and those who buy from its competition
B) those who consume the product and those who do not
C) ordinary consumption and extraordinary consumption
D) those who know the product and those that do not
E) None of the above.

Question 61

The time of the day at which usage occurs is another component of understanding:

A) where consumption occurs
B) how consumption occurs
C) when consumption occurs
D) how much consumption occurs
E) All of the above.

Question 62

Which type of usage expansion advertising is most effective?

A) Advertising that links the product to a new usage situation.
B) Advertising that compares the product to another product that is typically consumed in the new usage situation.
C) Advertising that compares the product's consumption in the new situation to its consumption in another usage situation commonly associated with the product.
D) All of these types of usage expansion advertising are equally effective.

Question 63

Suppose parents wants to decrease the amount of soda their children consume when they pour the soda from 2 liter bottles. Assuming each type the same amount, which type of glasses should the parents make available?

A) Short, wide glasses.
B) Tall, slender glasses.
C) Clear glasses.
D) Colored glasses.
E) None of the above.

Question 64

Usage volume segmentation typically divides users into:

A) heavy versus moderate versus light users
B) users versus nonusers
C) frequent versus occasional users
D) maximum versus minimum users
E) None of the above.

Question 65

Heavy users are those exhibiting:

A) little brand loyalty
B) lower levels of product satisfaction
C) high levels of switching behavior
D) the highest level of product consumption
E) None of the above.

Question 66

Which usage volume segment has the greatest CLV?

A) Light users
B) Moderate users
C) Heavy users
D) All segments are equal in their CLV.

Question 67

Consider the situation in which children at a birthday party are allowed to decide how many jelly beans they wish to eat from a serving tray. Children would be most likely to eat the greatest number of jelly beans when the serving tray contains:

A) two flavors of jelly beans mixed together.
B) two flavors of jelly beans separated by flavor.
C) four flavors of jelly beans mixed together.
D) four flavors of jelly beans separated by flavor.
E) Can't tell without more information.

Question 68

Which of the following may affect the amount of product that is consumed per consumption occasion?

A) How much of the product the consumer has available (i.e., is stockpiled).
B) The amount of product variety.
C) The size of the product package.
D) A and C
E) A, B, and C

Question 69

Which feelings are a clear indication of a problem with the consumption experience?

A) Disappointment
B) Surprise
C) Regret
D) A and C
E) A, B, and C

Question 70

A consumption experience can provide:

A) positive reinforcement
B) negative reinforcement
C) punishment
D) A and C
E) A, B, and C

Question 71

A consumer that uses eye drops to relieve his burning eyes is expecting to receive:

A) positive reinforcement
B) negative reinforcement
C) punishment
D) None of the above.

Question 72

Punishment occurs when:

A) consumers enjoy buying products
B) there is negative reinforcement
C) consumption leads to negative outcomes
D) B and C
E) A, B, and C

Question 73

In a classic study illustrating how expectation may color the interpretation of the consumption experience, when the consumed brands were ____, consumers ____ differentiate between the brands. But when the consumed brands were ____, consumers ____ differentiate between the brands.

A) labeled; did; unlabeled; did not
B) labeled; did not; unlabeled; did
C) expensive; did not; inexpensive; did
D) expensive; did; inexpensive; did not
E) None of the above.

Question 74

Consumption norms represent:

A) formal rules that govern consumption behavior
B) informal rules that govern consumption behavior
C) consumer experiences
D) A and C
E) B and C

Question 75

Giving a corsage to one's prom date is an example of:

A) conspicuous consumption
B) consumption norms
C) compulsive consumption
D) mandated consumption
E) None of the above.

Question 76

____ is defined as a response to an uncontrollable drive or desire to obtain, use, or experience a feeling, substance, or activity that leads an individual to repetitively engage in a behavior that will ultimately cause harm to the individual and possibly others.

A) Dysfunctional consumer behavior
B) A bad habit
C) Compulsive consumption
D) Ethnographic consumption
E) None of the above.

Question 77

Which of the following is not a type of compulsive consumption discussed in Chapter 6?

A) Compulsive depletion
B) Compulsive shopping
C) Compulsive using
D) Compulsive possession
E) All of the above are a type of compulsive consumption discussed in Chapter 6.

Question 78

Which of the following is not one of the ethnographic techniques used by the IDEO design firm?

A) Shadowing
B) Consumer journey
C) Behavioral mapping
D) Camera journal
E) All of the above are ethnographic techniques used by IDEO.

Question 79

When interpreting customers' satisfaction scores for a particular company, it is important to:

A) remember that customer satisfaction is only weakly related to repurchase behavior.
B) examine how these satisfaction scores have changed over time.
C) consider how these satisfaction scores compare with those reported by competitors' customers.
D) B and C
E) A, B, and C

Question 80

Which of the following is incorrect?

A) Customer satisfaction influences repeat buying.
B) Customer satisfaction shapes word-of-mouth communication.
C) Customer satisfaction influences consumers' price sensitivity.
D) Understanding post-consumption evaluations carries important implications for competitive strategy.
E) None of the above are incorrect.