Question 1

Committed customers are less likely to forgive a product or service failure.

Accepted Answer

Committed customers have an emotional attachment to the brand or firm and are more likely to forgive a product or service failure.

Question 2

A consumer can be neither satisfied nor dissatisfied.

Accepted Answer

The consumer is not likely to feel disappointment or engage in complaint behavior.

Question 3

Define the concept of postpurchase dissonance, and discuss the factors that influence the probability and magnitude of a consumer experiencing it.

Accepted Answer

The answer of Define the concept of postpurchase dissonance, and...

Question 4

If a customer is dissatisfied with a company's product, the company would prefer that he or she complains to the company.

Accepted Answer

This gives the company a chance to resolve the problem.

Question 5

Explain how disposition decisions can affect a firm's marketing strategy.

Accepted Answer

The answer of Explain how disposition decisions can affect a...

Question 6

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

Accepted Answer

They may do so out of habit or because they don't see viable options to their current choice.

Question 7

Churn is a term used to refer to turnover in a firm's customer base.

Accepted Answer

Reducing churn can have a major impact on profit even if the retained customers are primarily repeat purchasers.

Question 8

Bob and Stephanie purchased a new, 55-inch high-definition television, and they spent more than $1,500. After they got it home, Stephanie started feeling anxious about this purchase and wondered if they should have shopped a little more and become more informed about these types of TVs and looked at a few more alternatives than just the ones they did before purchasing this one. Stephanie is experiencing postpurchase dissonance. Explain what she can do to reduce it.

Accepted Answer

The answer of Bob and Stephanie purchased a new, 55-inch...

Question 9

Firms need to satisfy consumer expectations by creating reasonable expectations through promotional efforts and maintaining consistent quality so those expectations are fulfilled.

Accepted Answer

Because dissatisfied customers tend to engage in negative WOM, one dissatisfied customer can cause a ripple or multiplier effect in terms of discouraging future sales.

Question 10

If a consumer decides to get rid of a product and/or its package, what are his or her options?

Accepted Answer

The answer of If a consumer decides to get rid...

Question 11

A consumer selling something to another individual through an online intermediary (i.e., eBay) is known as a consumer-to-consumer sale.

Accepted Answer

Garage sales, swap meets, flea markets, classified ads, and online outlets such as eBay exist as a result of consumer demand to buy and sell used items.

Question 12

Disposition of the product or the product's container may occur before, during, or after product use.

Accepted Answer

For products that are completely consumed, such as an ice cream cone, no disposition may be involved.

Question 13

Affective performance can arise from only the symbolic dimension of product performance.

Accepted Answer

Affective performance is the emotional response that owning or using the product or outlet provides.

Question 14

Sometimes, consumers purchase products and do not use them.

Accepted Answer

Nonuse can occur because the situation or the purchaser changes between the purchase and the potential usage situation.

Question 15

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

Accepted Answer

An example of a loyalty program designed to generate repeat purchases is Marriott Rewards where members earn points for staying at Marriott hotels.

Question 16

Functional performance relates to the physical functioning of the product.

Accepted Answer

Instrumental performance relates to the physical functioning of the product.

Question 17

Consumers might experience guilt by the use of a product or a service.

Accepted Answer

Consumption guilt occurs when negative emotions or guilt feelings are aroused by the use of a product or a service.

Question 18

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

Accepted Answer

Most consumer purchases involve nominal or limited decision making.

Question 19

For many products and services, there are wide variations in profitability across customers.

Accepted Answer

Retaining some customers is more profitable than others.

Question 20

Nominal and most limited decision making will not produce postpurchase dissonance.

Accepted Answer

Dissonance does not generally occur for low-involvement nominal and limited decision making.

Quiz 18: Post-Purchase Processes, Customer Satisfaction, and Customer Commitment