Question 1

A family had dinner at Longhorn's, a chain of steak restaurants. They all commented that they enjoyed the restaurant and thought the food was good. Which of the following best describes their consumption outcome?

Accepted Answer

The family's enjoyment and positive comments indicate that they had a satisfying consumption outcome. Joy, elation, hope, and expectation all refer to emotional states, whereas satisfaction pertains specifically to the outcome of consumption.

Question 2

Which consumer theory proposes that consumers use expectations as a benchmark against which performance perceptions are judged and this comparison is a primary basis for satisfaction/dissatisfaction?

Accepted Answer

The theory in question is the expectancy/disconfirmation theory, which suggests that consumers use their expectations as a benchmark to judge their level of satisfaction or dissatisfaction. It proposes that the degree of satisfaction/dissatisfaction depends on the difference between the expected and actual performance of a product or service. Therefore, the correct answer is B.

Question 3

Expectations about what a consumer really wants to happen during an experience under perfect conditions are called _____.

Accepted Answer

Ideal expectations refer to the perfect scenario and the desired outcome that a consumer expects to happen during an experience. This may include ideal service, product quality, and overall satisfaction, among other factors.

Question 4

All of the following are types of expectations EXCEPT _____.

Accepted Answer

Perceptual expectations are not typically classified as a type of expectation in the context of customer service or psychology, unlike the other options listed.

Question 5

Expectations of what a consumer thinks should happen given past experiences with a product or service are called _____.

Accepted Answer

The term "normative expectations" refers to the expectations a consumer believes are normal or typical for a particular product or service based on their past experiences or societal norms. These can be influenced by marketing, word of mouth, and personal experience. Realistic expectations refer to what a consumer thinks is feasible or likely to happen, while predictive expectations refer to what a consumer thinks will happen in the future. Ideal expectations refer to what a consumer hopes or wishes for in terms of product or service experience, while equitable expectations refer to what a consumer considers to be fair or just in terms of the exchange between themselves and the company.

Question 6

Patty saw a product at a spa that claimed it was a "facelift in a bottle." She asked the salesclerk if the product was really any good because she would like for that to be true. She ended up paying $69.95 for the product and took it home anticipating a positive result from using it. Which emotion was Patty experiencing?

Accepted Answer

Patty was experiencing hope, which is the feeling of expectation and desire for a certain outcome. She hoped that the product would deliver on its claim of being a "facelift in a bottle" and eagerly anticipated positive results from using it.

Question 7

Expectations that form about what a consumer thinks will actually occur during an experience are called _____ expectations.

Accepted Answer

Predictive expectations are formed based on past experiences and knowledge about a product or service. They involve what a consumer thinks will actually occur during the experience. Normative expectations, on the other hand, refer to what a consumer thinks should occur. Equitable expectations involve what a consumer believes is fair or just in a given situation, while ideal expectations involve what a consumer hopes will happen. Realistic expectations are a combination of what a consumer thinks will happen and what they think should happen.

Question 8

Mary is going to go to summer camp next week, and she believes she is going to have a really fun time. Her beliefs of what will occur are known as _____.

Accepted Answer

Mary's beliefs of what will occur at summer camp are her expectations.

Possible explanations for why other choices are incorrect: 
- A) Satisfaction is a feeling of pleasure or contentment after an experience occurs, not a belief of what will occur beforehand. 
- C) Affective components of satisfaction refer to the emotional feelings associated with a past experience, not a belief of what will occur in the future. 
- D) Confirmations are instances when an expectation is met, so this is not the best choice for Mary's beliefs before she attends camp. 
- E) Predictors can refer to various factors that might influence an outcome or event, but it's not the best choice for Mary's specific beliefs before she attends camp.

Question 9

Which of the following is a possible postconsumption emotion?

Accepted Answer

All of the choices are possible postconsumption emotions that consumers may experience after purchasing and using a product or service. Disgust may be felt if the product or service did not meet the consumer's expectations or if it did not perform as promised. Surprise can happen if the product exceeded the consumer's expectations or if it had unique features that the consumer was not aware of. Exhilaration may be felt if the product or service provides a powerful positive experience. Anger can result if the product or service is not satisfactory, if there were misleading advertising claims, or if the consumer experienced poor customer service.

Question 10

According to the expectancy/disconfirmation theory, when performance perceptions are more positive than what was expected, _____ occurs.

Accepted Answer

Positive disconfirmation occurs when performance perceptions are more positive than what was expected. It is a situation where the product or service exceeds the customer's expectations, resulting in greater satisfaction.

Question 11

Which of the following statements is FALSE regarding consumer satisfaction?

Accepted Answer

Consumer satisfaction is not a relatively enduring consumer trait; it is a temporary emotional response to a specific consumption experience.

Question 12

James purchased a Honda Accord and expects that he will like it just as much as he did his previous Honda Accord. Which type of expectations is James experiencing?

Accepted Answer

The answer of James purchased a Honda Accord and expects...

Question 13

According the expectancy/disconfirmation theory, which of the following leads to consumer satisfaction?

Accepted Answer

The expectancy/disconfirmation theory suggests that consumer satisfaction is achieved when there is positive disconfirmation - this means that the actual performance of the product or service exceeds the consumer's expectations. Positive confirmation (A) simply confirms the consumer's expectations, but does not necessarily lead to satisfaction. Negative confirmation (C) occurs when the product or service performs worse than expected, leading to dissatisfaction. Negative disconfirmation (D) occurs when the product or service performs even worse than the consumer expected, resulting in extreme dissatisfaction. Continuation (E) is not a relevant option for this theory.

Question 14

_____ is a mild, positive emotional state resulting from a favorable appraisal of a consumption outcome.

Accepted Answer

Consumer satisfaction is the mild, positive emotional state that results from a favorable appraisal of a consumption outcome. It is the feeling of pleasure or contentment that results from consuming a product or service that meets or exceeds expectations.

Question 15

A couple went to a new restaurant for their wedding anniversary, and they were not pleased with either the food or the service. This mild, negative affective reaction resulting from this experience is called consumer _____.

Accepted Answer

The mild, negative affective reaction resulting from the couple's experience at the restaurant is an example of consumer dissatisfaction, as they were not pleased with both the food and the service. Disconfirmation refers to a situation where consumers' expectations are not met or exceeded, disgust and anger are stronger and more intense negative emotions than what is described in the scenario, and disappointment is a milder negative emotion but does not necessarily involve an experience with a product or service.

Question 16

Consumer expectations have two components: (1) the probability that something will occur and (2) _____.

Accepted Answer

The first component of consumer expectations is the probability that something will occur, while the second component is an evaluation of that potential occurrence. This means that consumers not only consider the likelihood of a certain outcome, but also assess whether that outcome is desirable or satisfactory. Option A only addresses the positivity of the event, while option B is similar to option D but not as specific. Option C only covers the desire or want for the outcome, while option E is more about motivation or drive rather than expectation.

Question 17

The most commonly accepted theory of consumer satisfaction is _____.

Accepted Answer

Expectancy/disconfirmation theory is the most commonly accepted theory of consumer satisfaction. It suggests that consumers form expectations before purchasing a product or service and then compare their actual experience with those expectations. If the actual experience exceeds expectations, the consumer is satisfied. If it falls below expectations, the consumer is dissatisfied.

Question 18

A mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome is consumer_____.

Accepted Answer

Dissatisfaction is the mild, negative affective reaction that occurs when a consumer's expectations are not met by the actual consumption outcome.

Question 19

Holly is planning her destination wedding to take place on a tropical island. She dreams that the weather will be perfect and that all her friends and family will be able to attend. This describes Holly's _____ expectations with regard to this event.

Accepted Answer

Holly's expectation of a perfect weather and attendance of all her friends and family is an ideal expectation, which is influenced by her personal desires and feelings.

Question 20

Ken is buying a new car next week and he expects that he will get a good deal and that driving the car will be fun. Which type of expectations are these?

Accepted Answer

These are predictive expectations, as they are based on Ken's perception of what he expects will happen in the future. They are not necessarily realistic or ideal, as they may or may not align with his actual experience.

Quiz 14: Consumption to Satisfaction