"Black Friday," as the day after Thanksgiving has come to be known in the United States, is a day marked by special deals in most retail stores, including deep-discounted products available in limited quantities, called "doorbusters," that are designed to get shoppers into the store. But one danger of running out of the doorbuster deals is that a shopper may become angry or discouraged at failing to get the special item and decide not to do any more shopping. This is an example of the impact of ________ on the consumer decision process.
A)low regard for self-actualization
B)lifestyle
C)setting high expectations
D)perception
E)learning

Question

Quizplus · Accepted Answer

The situation described in the question shows the impact of setting high expectations on the consumer decision process. The shopper had high expectations of getting the special item, and when they failed to do so, they became discouraged and decided not to do any more shopping. This highlights the importance of managing customer expectations and setting realistic goals for retailers during major sales events like Black Friday.

"Black Friday," as the Day After Thanksgiving Has Come to Be