Question 1

A healthy relationship between a consumer and a marketer:
A) encourages switching as routine purchases become boring.
B) increases the selling effort required by the marketer to keep the consumer.
C) generates inertia in consumers.
D) makes the decision-making process simpler for the consumer.

Accepted Answer

A healthy relationship between a consumer and a marketer makes the decision-making process simpler for the consumer by promoting trust and confidence in the marketer's offerings, which can lead to more frequent and easier decisions to make the purchase. Hence, Option D is the correct choice. Options A and C promote a negative effect, and Option B suggests over-marketing that can lead to adverse consumer sentiment.

Question 2

A few customers at Mackarel, a seafood restaurant, recently suffered from food poisoning and were hospitalized. One of those customers was so angry that he tried to burn the restaurant down. This action of the disgruntled customer is an example of _____.
A) retaliatory revenge
B) procedural justice
C) retributive justice
D) restorative revenge

Accepted Answer

The disgruntled customer's attempt to burn down the restaurant is an act of retaliatory revenge, which is a form of revenge taken by someone who feels wronged and seeks to harm the person or entity responsible for the perceived wrongdoing.

Question 3

In the context of consumer share, which of the following statements is true of value and switching?
A) Hedonic value is more strongly related to customer share for functional types of services.
B) Customers who switch service providers are more likely to be loyal if they experience comparatively increased hedonic value.
C) Utilitarian value plays a larger role in creating consumer commitment.
D) For experiential types of services, such as fashion shopping, utilitarian value is more strongly related to customer share.

Accepted Answer

Customers who switch service providers are more likely to be loyal if they experience comparatively increased hedonic value. This means that if a customer perceives a greater level of pleasure or enjoyment in using a new service provider compared to the previous one, they are more likely to stick with the new provider. This highlights the importance of offering both utilitarian and hedonic value to consumers in order to create loyalty and customer share.

Question 4

When it comes to running shoes, Brian is completely devoted to Footfall, a sports shoe brand. He feels that the brand defines him. Brian's association with Footfall's running shoes is an example of _____.
A) consumer commitment
B) customer share
C) consumer inertia
D) consumer switching

Accepted Answer

Brian's strong devotion and perceived identification with Footfall's running shoes suggests that he has a high level of consumer commitment, which refers to a consumer's loyalty and dedication towards a particular brand or product.

Question 5

_____ are the costs associated with changing from one choice, such as a brand, retailer, or service provider, to another.
A) Switching costs
B) Fixed costs
C) Variable costs
D) Operating costs

Accepted Answer

Switching costs refer to the expenses that a consumer or business incurs in order to move from one product or service provider to another. This can include any fees associated with discontinuing service, purchasing new equipment or software, retraining staff, or any other costs that must be paid to make the switch.

Question 6

Which of the following is true of loyalty cards or programs?
A) They do not work in a two-tiered pricing system.
B) They cannot tell much about customer groups' demographics.
C) They can be used to learn more about customer groups' shopping patterns.
D) They are most likely to change the loyalty of consumers with a strong economic orientation.

Accepted Answer

Loyalty cards or programs can gather information about customer shopping patterns, which can be used to personalize marketing efforts and improve customer retention.

Answer: D 
 Consumers with a strong economic orientation, who are more focused on maximizing their own economic gains, are more likely to be influenced by the financial benefits of loyalty programs such as discounts or rewards points.

Question 7

Elaine's computer printer broke down shortly after she purchased it. When she called the toll-free service number, she was told that she had to pay to speak to a service representative. It made her so unhappy that she told her friends and family about the problems she faced and advised them against buying that brand. Elaine's behavior in the given scenario best exemplifies _____.
A) a retributive measure
B) distributive revenge
C) procedural justice
D) negative word-of-mouth

Accepted Answer

Elaine's behavior of spreading negative information about the brand to her friends and family is an example of negative word-of-mouth, which is a common reaction when consumers feel wronged by a brand or company.

Question 8

In the context of the outcomes of consumption, equity perceptions are:
A) cognitive reactions to the environment around oneself.
B) cognitions of two contrary events at the same time.
C) cognitive reactions related to fairness or justice.
D) cognitions about why the performance of a product turned out as it did.

Accepted Answer

Equity perceptions refer to an individual's cognitive reactions and judgments regarding the fairness or justice of the outcomes of consumption. Therefore, the best choice is C.

Question 9

Richard purchases his groceries from the neighborhood general store. He does not particularly like the store, but he goes there because it is very conveniently located. In the given scenario, Richard's buying behavior can be best described as _____.
A) consumer addiction
B) positive disconfirmation
C) consumer inertia
D) negative disconfirmation

Accepted Answer

Richard's buying behavior is best described as consumer inertia because he continues to patronize the store despite his dissatisfaction with it, solely because of its convenient location. Consumer inertia refers to the tendency of consumers to continue purchasing products or services despite having negative feelings or low satisfaction levels, typically due to a lack of motivation to search for alternatives.

Question 10

Alice has always used Hablar cell phones. She is very comfortable with the user interface of Hablar phones. Even though she would like to buy a smartphone of a different brand, she is reluctant to get one because of the effort and time it would take for her to get acquainted with a different user interface. In the context of switching behavior, Alice is primarily worried about _____.
A) transactional switching costs
B) financial switching costs
C) procedural switching costs
D) relational switching costs

Accepted Answer

Procedural switching costs refer to the effort or time required to learn how to use a new product or service. Alice's reluctance to switch to a different brand of smartphone is due to her concern about having to learn a new user interface, which is a procedural switching cost. The other types of switching costs (transactional, financial, and relational) are not relevant to Alice's situation.

Question 11

Henry likes the sandwiches from an Italian food truck near his office. He walks to the truck almost every day for lunch. However, the days he is very busy at work, he orders a sandwich from his office cafeteria. The amount of time and money that he spends to get lunch from the food truck is an example of _____ the truck gets from Henry.
A) segment share
B) retail share
C) customer share
D) market share

Accepted Answer

Customer share refers to the percentage of a particular customer's purchases in a given category that is made from a particular brand or company. In this case, the Italian food truck has a customer share of Henry's lunch purchases.

Question 12

Ruth had recently bought an expensive smartphone from a leading brand. However, within a few months of purchase, the phone started malfunctioning. Ruth was so upset that she posted a scathing review on a popular complaint website. Soon, other consumers also started sharing their poor experiences with the same brand. The news went viral on social media. The given scenario is an example of _____.
A) consumer inertia
B) consumer cognitive dissonance
C) retaliatory revenge
D) negative public publicity

Accepted Answer

The scenario describes negative publicity caused by a dissatisfied consumer's scathing review going viral and leading to other consumers sharing their poor experiences with the same brand.

Question 13

_____ refers to the extent that consumers believe the processes involved in processing a transaction, performing a service, or handling a complaint are fair.
A) Restorative justice
B) Retributive justice
C) Distributive justice
D) Procedural justice

Accepted Answer

Procedural justice refers to the fairness of the processes involved in an interaction or transaction. This can include factors such as transparency, consistency, and the ability for the consumer to voice their concerns or appeal decisions.

Question 14

Which of the following statements is true of complaining behavior?
A) Negative avoidance emotions like disgust are most likely to precede complaining behavior.
B) Consumers who are more price sensitive are less likely to complain than consumers who are less price sensitive.
C) Consumers from individualist cultures are less likely to complain than consumers from collectivist cultures.
D) Negative approach emotions like anger are most likely to precede complaining behavior.

Accepted Answer

Negative approach emotions like anger are more likely to precede complaining behavior than negative avoidance emotions like disgust. This is because anger motivates people to take action, whereas disgust often leads to avoidance behavior. Additionally, research suggests that consumers who are more price sensitive are actually more likely to complain, as they are more concerned with getting value for their money. The relationship between culture and complaining behavior is more complex and does not have a clear-cut answer, as different studies have found varying results.

Question 15

Which of the following characteristics of relationship quality represents the perception that a buyer and a seller can depend on each other?
A) Personalization
B) Communication
C) Trust
D) Equity

Accepted Answer

Trust represents the perception that a buyer and a seller can depend on each other. Personalization refers to tailoring products or services to meet individual customer needs. Communication refers to the exchange of information between buyer and seller, while equity refers to the fairness of the exchange between buyer and seller. None of these directly reflect dependability.

Question 16

Matt is unhappy with the Luisteren music player that he bought recently. He mentions it to his friend Christine and suggests that she consider other brands. In the given scenario, Matt's behavior illustrates _____.
A) positive disconfirmation
B) negative word-of-mouth
C) confirmatory bias
D) switching behavior

Accepted Answer

Matt's behavior of mentioning his dissatisfaction with the Luisteren music player and suggesting that his friend consider other brands is an example of negative word-of-mouth, which can harm the reputation of the brand and potentially lead to decreased sales.

Question 17

Which of the following occurs when consumers spread information from one to another about favorable consumption experiences?
A) Positive word-of-mouth
B) Positive disconfirmation
C) Positive attribution
D) Switching behavior

Accepted Answer

Positive word-of-mouth occurs when consumers spread information from one to another about favorable consumption experiences. This can be beneficial for a brand or product as it can lead to increased awareness and sales.

Question 18

A firm is most likely to be vulnerable to satisfied customers' switching behavior when the switching costs are:
A) low and the firm operates in a business environment with high competitive intensity.
B) high and the consumer dissatisfaction is low.
C) high and the firm operates in a business environment with low competitive intensity.
D) low and the consumer satisfaction is high.

Accepted Answer

When switching costs are low, it is easier for satisfied customers to switch to a competitor. Additionally, in a business environment with high competitive intensity, there are likely many options for customers to choose from, increasing the likelihood of switching. This combination makes the firm vulnerable to losing satisfied customers.

Question 19

Carla was unhappy with her haircut. Therefore, the next time she wanted a haircut, she went to a different hairstylist, who she thought was more competent than her previous stylist. From a consumer behavior perspective, which of the following terms best describes Carla's behavior?
A) Referencing
B) Switching
C) Consumer inertia
D) Complaining behavior

Accepted Answer

Carla's decision to switch to a different hairstylist due to her dissatisfaction with her previous one represents switching behavior in consumer behavior. She consciously makes the switch to a new stylist in search of better services.

Question 20

Zack went to a restaurant with his friends. The waiter took long to bring their order, and hence, the food that was served was cold. When Zack complained, the waiter did not respond appropriately. As a result, Zack started yelling at him and demanded to see the manager. Zack's behavior at the restaurant is an example of _____.
A) bounded rationality
B) rancorous revenge
C) procedural justice
D) cognitive dissonance

Accepted Answer

Zack's behavior of yelling and demanding to see the manager after being dissatisfied with the service and the waiter's response is an example of rancorous revenge. He was seeking revenge for the poor service he received, which led to an emotional outburst.

Quiz 15: Beyond Consumer Relationships

A healthy relationship between a consumer and a marketer:

A few customers at Mackarel, a seafood restaurant, recently suffered from food poisoning and were hospitalized. One of those customers was so angry that he tried to burn the restaurant down. This action of the disgruntled customer is an example of _____.

In the context of consumer share, which of the following statements is true of value and switching?

When it comes to running shoes, Brian is completely devoted to Footfall, a sports shoe brand. He feels that the brand defines him. Brian's association with Footfall's running shoes is an example of _____.

_____ are the costs associated with changing from one choice, such as a brand, retailer, or service provider, to another.

Which of the following is true of loyalty cards or programs?

In the context of the outcomes of consumption, equity perceptions are:

Richard purchases his groceries from the neighborhood general store. He does not particularly like the store, but he goes there because it is very conveniently located. In the given scenario, Richard's buying behavior can be best described as _____.

_____ refers to the extent that consumers believe the processes involved in processing a transaction, performing a service, or handling a complaint are fair.

Which of the following statements is true of complaining behavior?

Which of the following characteristics of relationship quality represents the perception that a buyer and a seller can depend on each other?

Matt is unhappy with the Luisteren music player that he bought recently. He mentions it to his friend Christine and suggests that she consider other brands. In the given scenario, Matt's behavior illustrates _____.

Which of the following occurs when consumers spread information from one to another about favorable consumption experiences?

A firm is most likely to be vulnerable to satisfied customers' switching behavior when the switching costs are:

Carla was unhappy with her haircut. Therefore, the next time she wanted a haircut, she went to a different hairstylist, who she thought was more competent than her previous stylist. From a consumer behavior perspective, which of the following terms best describes Carla's behavior?