Stan has never entered into any of the Resplendent Stores,a chain of retail stores,in more than ten years.Because of a bad past experience,he harbors a particular aversion for them,and he has vowed never to shop in any of their stores.Stan is best described as a(n)_____ with respect to Resplendent Stores.
A) antiloyal consumer
B) disconfirming consumer
C) late adapter
D) laggard
E) state-oriented consumer

Question

Quizplus · Accepted Answer

An antiloyal consumer is someone who has a negative emotional attachment to a particular brand or company, and deliberately avoids purchasing or using their products or services. In this case, Stan's past experience has created an aversion to Resplendent Stores, causing him to be an antiloyal consumer.

Stan Has Never Entered into Any of the Resplendent Stores,a