Question 1

In the context of the disposition process, the goal of the disposition to break free is to free oneself from the former relationship.

Accepted Answer

The statement correctly defines the goal of the disposition process to break free. Its aim is to help individuals to successfully free themselves from a former relationship and move on.

Question 2

Which of the following statements is true of post-decision dissonance?

Accepted Answer

Post-decision dissonance, a form of cognitive dissonance, tends to reduce when consumers seek and find additional information that supports their decision, often from reliable sources such as experts. This additional information helps in justifying their choice, thereby reducing the dissonance experienced.

Question 3

Post-decision dissonance is a feeling of elation after a purchase.

Accepted Answer

Post-decision dissonance is actually a feeling of discomfort or anxiety that arises after making a decision or a purchase. It is the feeling of regret or doubt that one might have made the wrong decision.

Question 4

Market share turns out to be a strong positive predictor of a company's future customer satisfaction, because consumers prefer many choices in the marketplace.

Accepted Answer

There is no direct correlation between market share and customer satisfaction. A company with a dominant market position may not necessarily provide the best satisfaction for its customers. It ultimately depends on a variety of factors such as product quality, customer service, pricing, and innovation.

Question 5

Ambiguous consumption information enhances consumers' ability to learn from experience.

Accepted Answer

Ambiguous consumption information makes it harder for consumers to accurately interpret their experiences and learn from them, as it lacks clarity and specificity.

Question 6

Consumers disposing of a possession of high value are likely to throw it away rather than to sell it or to give it to someone special.

Accepted Answer

Consumers disposing of a possession of high value are more likely to sell it or give it to someone special rather than to throw it away.

Question 7

To reduce dissonance, a search is conducted that is designed to make the chosen alternative less attractive and the rejected ones more attractive.

Accepted Answer

To reduce dissonance, a search is typically conducted that is designed to make the chosen alternative more attractive and the rejected ones less attractive, reinforcing the decision made.

Question 8

Word of mouth between consumers tends to have a large impact on subsequent purchase decisions because it is very vivid.

Accepted Answer

Word of mouth is considered to be very vivid as it comes directly from the experience of someone else, making it a trusted and reliable source of information. Hence, it tends to have a large impact on the subsequent purchase decisions of consumers.

Question 9

While responding to service recovery, if consumers expect a rational response based on costs and benefits, the business should offer a discount or some other benefit to restore some level of satisfaction.

Accepted Answer

Offering a discount or other benefit is a rational response that considers the costs and benefits of restoring satisfaction for the consumer.

Question 10

Kimberly has been planning to purchase a digital camera for a long time. She finally makes the purchase and is happy because she feels she has bought it at the best price. However, after using the camera, she feels doubtful about her choice. This scenario exemplifies _____.

Accepted Answer

Post-decision dissonance refers to the psychological discomfort that arises after making a difficult choice, which can make individuals doubt their decision and feel uncertain about whether they made the right choice. This is exactly what Kimberly experiences after buying the digital camera - she feels doubtful about her choice after using the product, indicating post-decision dissonance. The other choices (impulsiveness, response derogation, response uncertainty, and decision disposition) do not accurately describe the situation.

Question 11

Consumers are less likely to complain when they have the time and easy access to formal channels of communication to do so.

Accepted Answer

Consumers are more likely to complain when they have the time and easy access to formal channels of communication, as these factors reduce the barriers to expressing dissatisfaction.

Question 12

Several consumers held the belief that ClearGel creams could be used to achieve a fairer skin tone as the product's advertisement stated so. This belief could not be proven or disproved and is known as ambiguous information.

Accepted Answer

The statement implies that the belief held by consumers is ambiguous and cannot be proven or disproved. Therefore, it is true that the information about ClearGel creams being able to achieve a fairer skin tone is ambiguous.

Question 13

Consumers are likely to recycle when they perceive that the benefits outweigh the costs.

Accepted Answer

This statement is true. Consumers are more likely to recycle when they perceive that the benefits of recycling, such as environmental protection and resource conservation, outweigh the costs, such as the effort and time required to recycle. Thus, it is important to promote the benefits of recycling and make recycling more convenient and accessible to encourage consumer participation.

Question 14

Consumers are satisfied if they perceive inequity in an exchange.​

Accepted Answer

This statement is incorrect. Instead, consumers are dissatisfied if they perceive inequity in an exchange. When they feel like they are getting less than what they deserve, they feel cheated and dissatisfied with the transaction.

Question 15

_____ is a feeling of discomfort about whether or not the correct decision was made.

Accepted Answer

Post-decision dissonance is a psychological phenomenon where an individual experiences a feeling of discomfort or unease after making a decision. In this state, the person may question whether they made the right choice or wonder whether the alternative options were better. This feeling of dissonance often arises when the decision made was significant or costly. Hence, post-decision dissonance is the appropriate answer.

Question 16

Consumers can acquire knowledge by direct experience, which is often more marketer-controlled.

Accepted Answer

Direct experience is consumer-controlled as it is based on their personal interaction with a product or service, rather than being influenced by marketer-controlled messages or advertisements.

Question 17

A product, service, or brand that is the market leader or has a large market share is called an underdog.

Accepted Answer

The statement is false. An underdog refers to a product, service, or brand that has a low market share or is not expected to win in a competition. The market leader or a product/service/brand with a large market share is called a market leader or dominant player.

Question 18

Post-decision dissonance can influence consumer behavior because it:

Accepted Answer

Post-decision dissonance creates discomfort or tension in the consumer's mind, and the consumer is motivated to reduce this discomfort by justifying their decision. It is this discomfort that can influence consumer behavior, leading them to engage in behaviors that help them reduce this discomfort such as seeking information to justify their decision or avoiding information that contradicts their decision.

Question 19

When firms with a "sincere" brand personality suffer a product crisis, they do not have any difficulty reconnecting with customers because consumers are less surprised by nonroutine experiences with such brands.

Accepted Answer

Firms with a "sincere" brand personality can still face difficulty reconnecting with customers after a product crisis because the crisis can significantly damage consumer trust, which is harder to rebuild regardless of the brand personality.

Question 20

Voicers are angry consumers who engage heavily in all types of complaining, including to a third party.

Accepted Answer

The answer of Voicers are angry consumers who engage heavily...

Quiz 10: Post-Decision Processes