Question 1

According to _____, consumers form perceptions of their own inputs and outputs into a particular exchange and compare these perceptions with their perceptions of the inputs and outputs of the salesperson, dealer, or company.​

Accepted Answer

The theory that describes the process of consumers comparing their own inputs and outputs in an exchange to those of the salesperson or company is equity theory. This theory suggests that consumers form perceptions of fairness and balance in their exchanges and use this to evaluate their satisfaction with the overall experience.

Question 2

In the context of the disconfirmation paradigm, performance indicates:

Accepted Answer

In the context of the disconfirmation paradigm, performance refers to whether the expected outcomes have been achieved. This paradigm measures consumer satisfaction or dissatisfaction. The disconfirmation occurs when the consumer's expected performance does not match with the actual performance. Therefore, performance is a key factor in determining whether consumers feel satisfied or dissatisfied with their purchase.

Question 3

Attribution theory describes:

Accepted Answer

Attribution theory explains how individuals interpret and find explanations for various events or occurrences. It focuses on the cognitive processes that people use to understand their own behavior and the behavior of others. It explains how individuals make judgments about the causes of events or outcomes based on information and cues available to them.

Question 4

The feeling that consumers experience such as distress, sadness, regret, disgust, or anger after a purchase decision, consumption experience, or disposition decision is referred to as _____.

Accepted Answer

Dissatisfaction refers to the negative emotions that consumers experience after a purchase decision or consumption experience, which can result in regret, displeasure, or disappointment.

Question 5

In the context of mispredictions about emotions, which of the following statements is true of negative performance disconfirmation?

Accepted Answer

Negative performance disconfirmation occurs when a product fails to perform how a consumer thought it would, resulting in negative emotions and dissatisfaction. Choices A, B, C, and E do not accurately describe negative performance disconfirmation.

Question 6

Ted discovered that the white dust on his donuts was not powdered sugar but mold. When he returned the donuts to the supermarket he purchased them from, the manager there gave him two new boxes of donuts for free and explained that the problem was temporary and that the products came from the supplier and, therefore, was not under the supermarket's control. This scenario exemplifies:

Accepted Answer

This scenario exemplifies attribution theory because Ted has made an attribution about the cause of the mold on his donuts (i.e. it came from the supplier) and the manager at the supermarket has made a separate attribution about the problem being temporary and outside of their control. Additionally, the actions of both Ted and the manager are influenced by their attributions (i.e. Ted returning the donuts and the manager giving him free replacements).

Question 7

Laura used to go to a restaurant near her home. During her past few visits to the restaurant, the staff were rude and the food was served cold, even though she would always include a generous tip with the bill. This scenario exemplifies _____, according to which Laura did not perceive fairness in the exchange.

Accepted Answer

The situation described in the scenario exemplifies equity theory, as Laura perceived an unfair exchange where the staff was rude and the food was cold despite her generous tip. Equity theory proposes that individuals compare the inputs and outcomes of their exchange relationship to those of others to determine fairness. In this case, Laura received unfavorable outcomes despite her inputs (payment and tip), leading to a sense of inequity.

Question 8

In the context of customer satisfaction, low-involvement consumers:

Accepted Answer

Low-involvement consumers often do not extensively evaluate products before purchase, so their satisfaction can increase over time as they become more familiar with the product and its benefits.

Question 9

Negative disconfirmation occurs when:

Accepted Answer

Negative disconfirmation occurs when the actual performance of a product or service is worse than what was expected, leading to a decrease in satisfaction levels.

Question 10

In the context of the disconfirmation paradigm, _____ are desired or anticipated product/service outcomes and include "pre-consumption beliefs about overall performance, or . . . the levels or attributes possessed by a product (service)."

Accepted Answer

Expectations are the desired or anticipated outcomes in the disconfirmation paradigm. They are based on pre-consumption beliefs about the product or service, including its performance and attributes. Possessions, cognitions, performances, and absolutions are not directly relevant to this concept.

Question 11

The feeling that a purchase decision, consumption experience, or disposition decision meets or exceeds one's expectations is referred to as _____.

Accepted Answer

Satisfaction refers to the feeling of meeting or exceeding one's expectations, which is the exact definition provided in the question. Resentment and dissonance both refer to negative feelings associated with decision-making, while the imaging criterion and tolerance power are not relevant to the concept of consumer satisfaction.

Question 12

Sally loves to paint. She recently sold some of her paintings and received good reviews. She feels happy with her decision to sell her paintings. In this scenario, Sally's feeling of content exemplifies _____.

Accepted Answer

Sally's feeling of content shows satisfaction with her decision to sell her paintings and the positive reviews she received.

Question 13

Nathan was recently gifted a video game by his aunt. He did not think the game would be entertaining and reluctantly accepted the gift. However, when he played the game, he was pleasantly surprised. It had better graphics than he expected and was highly entertaining. In this scenario, Nathan is experiencing _____.

Accepted Answer

Nathan's expectations were low (negative expectations), but he received better than expected results, which led to positive disconfirmation.

Question 14

When performance is _____, it is based on the actual performance, which is fairly constant across consumers.

Accepted Answer

Objective performance is based on measurable, quantitative metrics that are constant across consumers. It is not influenced by individual preferences or subjective opinions.

Question 15

Which of the following statements is true of satisfied customers?

Accepted Answer

Satisfied customers are more likely to remain loyal to a brand and be retained by marketers. They are also more likely to recommend the brand to others, resulting in positive word-of-mouth marketing. While price is a factor in customer satisfaction, it is not the only one and satisfied customers may be willing to pay higher prices for products and services they value. Additionally, satisfied customers are less likely to be attracted to competitive brands.

Question 16

Ying purchased a new brand of laundry detergent. When she used the detergent for the first time, she was highly frustrated because of its bad odor. However, over time, she becomes satisfied with the detergent's performance as it removes stains effectively. In this scenario, Ying can be referred to as a _____.

Accepted Answer

Ying's initial frustration with the bad odor suggests that she did not have a strong attachment or investment in the brand, indicating low involvement. Her satisfaction with the detergent's performance only after continued use suggests that her decision-making was not based on a significant amount of risk or consideration, further supporting the option of low-involvement consumer.

Question 17

Fred, who had carried out an extensive evaluation of Geronite computers right before its purchase, felt a high level of satisfaction with his new computer. However, his satisfaction steadily declined over time. In this scenario, Fred can be referred to as a _____.

Accepted Answer

Fred, who carried out an extensive evaluation of Geronite computers, can be referred to as a high-involvement consumer. As his satisfaction steadily declined over time, it indicates that he had a high level of involvement in the purchase decision, and his post-purchase evaluation was ongoing, leading to the decline in satisfaction.

Question 18

Which of the following is a difference between equity theory and the disconfirmation paradigm?

Accepted Answer

The main difference between equity theory and the disconfirmation paradigm is that equity theory focuses on the comparison between the inputs and outputs of the customer versus those of others, whereas the disconfirmation paradigm focuses on the comparison between the customer's expectations and their actual experiences. In other words, equity theory is concerned with the fairness of the exchange, while the disconfirmation paradigm focuses on the satisfaction of the customer. Therefore, choice C is correct. Choices A, B, D, and E are incorrect because they do not accurately differentiate between the two theories.

Question 19

_____ is a theory about the fairness of exchanges between individuals, which helps in understanding consumer satisfaction and dissatisfaction.

Accepted Answer

Equity theory proposes that individuals compare their inputs and outcomes (such as effort, time, money) in a social exchange with the inputs and outcomes of others involved in the exchange, and if they perceive an imbalance in this comparison, they will experience dissatisfaction. Therefore, this theory helps in understanding consumer satisfaction and dissatisfaction in terms of their perceived fairness in relational exchanges with firms.

Question 20

For equity to occur, a buyer must perceive that:

Accepted Answer

Equity is about fairness in exchange, meaning that both the buyer and the seller should feel that they are getting a fair deal. While meeting expectations is important for customer satisfaction, it is not sufficient for equity to occur. Similarly, the marketer's control over the product or the product being beyond evaluation are not relevant factors for equity. The locus of control of a problem may affect customer satisfaction, but it is not directly related to equity. Only choice B, which emphasizes fairness in exchange, captures the essence of equity from the buyer's perspective.

Quiz 10: Post-Decision Processes

According to _____, consumers form perceptions of their own inputs and outputs into a particular exchange and compare these perceptions with their perceptions of the inputs and outputs of the salesperson, dealer, or company.

In the context of the disconfirmation paradigm, performance indicates:

Attribution theory describes:

The feeling that consumers experience such as distress, sadness, regret, disgust, or anger after a purchase decision, consumption experience, or disposition decision is referred to as _____.

In the context of mispredictions about emotions, which of the following statements is true of negative performance disconfirmation?

In the context of customer satisfaction, low-involvement consumers:

Negative disconfirmation occurs when:

In the context of the disconfirmation paradigm, _____ are desired or anticipated product/service outcomes and include "pre-consumption beliefs about overall performance, or . . . the levels or attributes possessed by a product (service) ."

The feeling that a purchase decision, consumption experience, or disposition decision meets or exceeds one's expectations is referred to as _____.

Sally loves to paint. She recently sold some of her paintings and received good reviews. She feels happy with her decision to sell her paintings. In this scenario, Sally's feeling of content exemplifies _____.

When performance is _____, it is based on the actual performance, which is fairly constant across consumers.

Which of the following statements is true of satisfied customers?

Fred, who had carried out an extensive evaluation of Geronite computers right before its purchase, felt a high level of satisfaction with his new computer. However, his satisfaction steadily declined over time. In this scenario, Fred can be referred to as a _____.

Which of the following is a difference between equity theory and the disconfirmation paradigm?

_____ is a theory about the fairness of exchanges between individuals, which helps in understanding consumer satisfaction and dissatisfaction.

For equity to occur, a buyer must perceive that:

Quiz 10: Post-Decision Processes

According to _____, consumers form perceptions of their own inputs and outputs into a particular exchange and compare these perceptions with their perceptions of the inputs and outputs of the salesperson, dealer, or company.​

In the context of the disconfirmation paradigm, performance indicates:

Attribution theory describes:

The feeling that consumers experience such as distress, sadness, regret, disgust, or anger after a purchase decision, consumption experience, or disposition decision is referred to as _____.

In the context of mispredictions about emotions, which of the following statements is true of negative performance disconfirmation?

In the context of customer satisfaction, low-involvement consumers:

Negative disconfirmation occurs when:

In the context of the disconfirmation paradigm, _____ are desired or anticipated product/service outcomes and include "pre-consumption beliefs about overall performance, or . . . the levels or attributes possessed by a product (service) ."

The feeling that a purchase decision, consumption experience, or disposition decision meets or exceeds one's expectations is referred to as _____.

Sally loves to paint. She recently sold some of her paintings and received good reviews. She feels happy with her decision to sell her paintings. In this scenario, Sally's feeling of content exemplifies _____.

When performance is _____, it is based on the actual performance, which is fairly constant across consumers.

Which of the following statements is true of satisfied customers?

Fred, who had carried out an extensive evaluation of Geronite computers right before its purchase, felt a high level of satisfaction with his new computer. However, his satisfaction steadily declined over time. In this scenario, Fred can be referred to as a _____.

Which of the following is a difference between equity theory and the disconfirmation paradigm?

_____ is a theory about the fairness of exchanges between individuals, which helps in understanding consumer satisfaction and dissatisfaction.

For equity to occur, a buyer must perceive that:

According to _____, consumers form perceptions of their own inputs and outputs into a particular exchange and compare these perceptions with their perceptions of the inputs and outputs of the salesperson, dealer, or company.