Dillard's, a regional department store, requires sales clerks to put a yellow sticker that has a bar code on it when customers purchase products to minimize fraudulent exchanges by unethical consumers. However, sales clerks have overheard shoppers comment that they don't want to purchase an item that has one of those tags on it because they know it is an item that has been returned and put back on the sales floor. Consumers are uneasy about purchasing these items because they don't like the fact that other consumers previously touched them, which is a phenomenon referred to as _____.
A) product contamination
B) cognitive dissonance
C) buyer's remorse
D) emotional contagion
E) product rejection

Question

Quizplus · Accepted Answer

The consumers' unease about purchasing items with yellow bar code stickers suggests that they perceive the products as potentially contaminated or compromised. The fact that the stickers signify a returned item may raise concerns about the hygiene, safety, or quality of the product, even though it may be in good condition. Therefore, option A) product contamination is the most appropriate choice to describe this phenomenon. The other options do not capture the nature of the consumers' reluctance to purchase items with the yellow sticker. For instance, cognitive dissonance refers to the mental discomfort that arises from conflicting thoughts or beliefs, whereas buyer's remorse is the regret or dissatisfaction that follows a purchase decision. Emotional contagion refers to the spread of emotions from one person to another, which is not relevant to this scenario. Product rejection could be a relevant term, but it does not specify the reason why consumers reject the products.

Dillard's, a Regional Department Store, Requires Sales Clerks to Put