Deck 4: Consumer Response to Marketing Actions: 3 Action, Post-Purchase Dissonance, Consumer Involvement

Question 1

Involvement is commonly defined as:

A) the consumer's personal interest in buying or using an item from a given product field
B) consumer personal interest in learning mechanisms
C) consumers personal interest in cognitive consistency
D) consumers personal interest in finding about new products and spending a lot of money on shopping

Answer 1

consumers personal interest in finding about new products and spending a lot of money on shopping

Question 2

Which of the following are types of involvement?

A) Consistent involvement and cognitive involvement
B) Affective involvement and non-affective involvement
C) Enduring involvement and situational involvement
D) Sudden involvement and proven involvement

Answer 2

Enduring involvement and situational involvement

Question 3

Marketers can move consumers' involvement from low to high by:

A) asking consumers to recommend their brands
B) educating consumers to increase consumption of brand
C) linking brand with a website and asking consumers to visit the website
D) linking a brand with an involving issue or with an involving personal situation or with a self-involving message

Answer 3

linking a brand with an involving issue or with an involving personal situation or with a self-involving message

Question 4

High involvement leads to:

A) a central route to persuasion
B) a peripheral route to persuasion
C) elaboration likelihood model
D) changing of attitudes

Question 5

The FCB grid is based on which two concepts?

A) Consumer involvement and their salient knowledge, meanings and beliefs about the product
B) Consumers level of agreement with the brand and their emotional experiences with the brand
C) Consumers liking of the brand and their expertise in product category
D) Popularity of brand and consumers' brand involvement

Question 6

Attribution theory seeks to explain what?

A) Attribution theory seeks to explain consumer attitudes towards brands
B) Attribution theory seeks to explain consumer motivations for shopping
C) Attribution theory seeks explanations for the causes of outcomes
D) Attribution theory seeks to explain consumer socialisation in virtual world

Question 7

Which of the following is a valid explanation for engaging in negative WOM?

A) Seeking reassurance after making a satisfactory purchase
B) Blowing off steam by expressing the emotion
C) To reduce cognitive dissonance
D) Gaining better understanding of products and services

Question 8

Sherif's social judgement theory (1965) explains what?

A) Why a consumer might selectively perceive messages about an issue to be more favourable than perhaps they really are, if that message is within their latitude of acceptance
B) Why consumers become susceptible to social influences
C) Why consumers make references to reference groups
D) Why some consumer behaviour cannot be explained via rationalistic approaches

Question 9

Impulse buying is always associated with the purchase of low-value and low-involvement products.

Question 10

Compensatory impulse buying occurs when the buyer feels down and low in self-esteem and uses sudden purchases as a reward.

Question 11

Disconfirmation is the difference between pre-purchase expectations and post-purchase perceptions about well the product actually performed.

Question 12

Complaining behaviour, word of mouth advertising and repurchase intentions are consequences of customer satisfaction.

Question 13

The level of cognitive dissonance is a function of the importance of word of mouth to the individual.

Question 14

When consumers are highly involved with an advertisement, they are likely to develop more counter-arguments to what is being stated through the advertisement.

Question 15

Low involvement leads to a central route to persuasion whereby consumers pay limited attention to non-product features and feelings.

Question 16

Feel products are considered by consumers primarily in terms of non-verbal images and emotional factors, such as psychosocial benefits and values.

Question 17

Elaboration likelihood Model is based on the work of Berger (1986).

Question 18

A consumer's tendency to complain may be a function of their personality.

Question 19

A person's level of involvement depends upon personal relevance and the inherent interests, needs and values of the individual, which motivate them towards the object of involvement.

Question 20

As per Oliver (1993), consumers feel more satisfied when they attribute favourable outcomes to external parties and negative outcomes to themselves.

Question 21

What is the central route to persuasion?

Question 22

Explain the differences between enduring involvement and situational involvement.

Question 23

How are the FCB grid and consumer involvement interrelated?

Question 24

Explain attribution theory.

Question 25

What is meant by Word of Mouth (WOM) and why consumers engage in such behaviour?