Question 1

In equity theory,consumers are more dissatisfied if they perceive the problem to be permanent rather than temporary.

Accepted Answer

False

Question 2

Richard believes that foreign automobiles are inferior to American-made automobiles.According to your readings,he is more likely to ignore any information that contradicts this belief.

Accepted Answer

This is an example of confirmation bias, where Richard is more likely to selectively notice and accept information that supports his preconceived belief and ignore or dismiss any information that contradicts it.

Question 3

Post-purchase dissonance is a stronger negative attitude than post-purchase regret.

Accepted Answer

Post-purchase dissonance refers to the doubt or anxiety consumers might feel after making a difficult, relatively permanent purchase. It is not necessarily a stronger negative attitude than post-purchase regret, which involves feeling sorrow or remorse for a decision that did not meet expectations. The intensity of these feelings can vary based on individual experiences and the specific circumstances surrounding a purchase.

Question 4

All of the following phenomena occur after a purchase is made except
A) expectation formation.
B) dissatisfaction.
C) customer satisfaction.
D) product performance.
E) learning about products by direct experience.

Accepted Answer

Expectation formation occurs before a purchase is made as it is the process by which consumers form expectations about the product or service before they actually buy it. Dissatisfaction, customer satisfaction, product performance, and learning about products by direct experience all occur after a purchase is made.

Question 5

Listerine used to advertise that it prevented colds.This could not be proven or disproved,and is known as ambiguous information.

Accepted Answer

Listerine's claim that it prevented colds could not be proven or disproved and therefore is considered ambiguous information.

Question 6

Consumers are likely to recycle when they perceive the benefits outweigh the costs.

Accepted Answer

When consumers feel that the benefits of recycling, such as reducing environmental impact or conserving resources, are greater than the costs, such as time or effort, they are more likely to engage in recycling behavior.

Question 7

Equity theory deals with placing blame when something goes wrong with a product or service.

Accepted Answer

Equity theory is a social psychology theory that explores how people perceive fairness and evaluate the distribution of resources or rewards. It does not necessarily deal with placing blame but rather focuses on the perception of fairness.

Question 8

Consumer will not feel post-purchase regret if they have no information about the alternatives not chosen.

Accepted Answer

Post-purchase regret can occur when the consumer becomes aware of alternatives that they did not consider before making their purchase. If they have no knowledge of other alternatives, there is no reason for them to experience regret about their decision.

Question 9

One study found it took 12 positive experiences to overcome one negative experience.

Accepted Answer

This statement is true, according to a study published in the Journal of Consumer Research. The study found that people need to have 12 positive experiences to make up for one negative experience, particularly in the context of customer service or product satisfaction.

Question 10

Researchers suggest consumers go through four stages in the testing hypotheses for learning: (1)exposure to evidence,(2)encoding of evidence,(3)integration of prior beliefs,and (4)perception about the product.

Accepted Answer

The answer of Researchers suggest consumers go through four stages...

Question 11

Post-purchase dissonance is a feeling of elation after a purchase.

Accepted Answer

Post-purchase dissonance refers to the opposite feeling, which is the uncertainty or regret that a consumer may experience after making a purchase. It is also known as buyer's remorse.

Question 12

One of the downsides of setting consumers' expectations with evaluations of products or services is that they tend to pay closer attention to negative aspects during consumption,and therefore,provide less-favorable quality and satisfaction evaluations.

Accepted Answer

Research has shown that when consumers have high expectations of a product or service, they tend to be more critical and notice even minor negative aspects during consumption, which can lead to less-favorable quality and satisfaction evaluations. This is known as the negativity bias.

Question 13

Dissatisfaction leads to feelings of tolerance,distress,sadness,regret,and relief.

Accepted Answer

Dissatisfaction typically leads to feelings of intolerance, distress, sadness, and regret, but not relief. Relief is generally a response to the removal of a stressor or dissatisfaction, not a direct result of dissatisfaction itself.

Question 14

With the example of the airline industry,companies go social for improved customer service.

Accepted Answer

Many airlines have turned to social media as a way to provide improved customer service, such as answering questions, resolving complaints, and providing real-time updates on flight information.

Question 15

A study of European consumers found that it takes 12 positive experiences to overcome five negative ones,and that the cost of attracting a new customer is five times the cost of keeping an existing one.

Accepted Answer

The answer of A study of European consumers found that...

Question 16

When a consumer is satisfied with a brand,they will never switch to another brand.

Accepted Answer

While satisfaction with a brand can lead to brand loyalty, it is not a guarantee that a consumer will never switch to another brand. There are numerous factors that can influence consumer behavior such as changes in preferences or availability of alternative options.

Question 17

Satisfaction is higher if a consumer feels they got a good deal.

Accepted Answer

This statement is generally true as consumers tend to feel more satisfied with their purchase if they believe they received a good value for their money. However, satisfaction can also be affected by factors such as product quality, customer service, and personal preferences.

Question 18

It is in the company's best interest to encourage customer complaints,because consumers that do not complain to the company are more likely to complain to someone else,but still keep buying.

Accepted Answer

Encouraging customer complaints can be beneficial for a company because it allows the company to address and rectify issues, improving customer satisfaction and loyalty. However, the statement that consumers who do not complain are more likely to keep buying is misleading; dissatisfied customers who do not complain are often less likely to continue purchasing from the company.

Question 19

Buddy loves Big Macs and is very satisfied with the brand.Buddy's satisfaction with McDonald's can change at any time.

Accepted Answer

Buddy's satisfaction with McDonald's can change due to factors such as changes in menu, quality of service, and competition from other fast-food chains.

Question 20

Research indicates that customers that are satisfied with car repairs provided by a car dealership are more likely to return to the car dealership for service,and later on,buy the same brand of car again.

Accepted Answer

This statement is supported by research and studies in the automotive industry. Satisfied customers are more likely to show brand loyalty and continue to do business with the same dealership and buy the same brand of car again.

Quiz 10: Post-Decision Processes