Question 1

Carla was unhappy with her haircut.The next time she wanted a haircut,she went to a different hairstylist who Carla thought was more competent than her previous stylist.From a consumer behavior perspective,which of the following terms best describe Carla's behavior?
A) Infiltrating
B) Hoarding
C) Shilling
D) Switching
E) Referencing

Accepted Answer

Carla changed her behavior and went to a different hairstylist, which shows that she switched from her previous hairstylist.

Question 2

Which of the following theories plays a role in dealing with negative publicity?
A) Self-evaluation maintenance theory
B) Theory of reasoned action
C) Elaboration likelihood theory
D) Attribution theory
E) Balance theory

Accepted Answer

Attribution theory explains how people interpret and make judgments about events and behaviors, including those related to negative publicity and who is responsible for it. Understanding how customers and stakeholders attribute negative events to a company or individual can help in developing strategies for managing negative publicity.

Question 3

Which of the following types of switching costs consists of the total economic resources that must be spent or invested as a consumer learns how to obtain value from a new product choice?
A) Procedural switching cost
B) Transactional switching cost
C) Relational switching cost
D) Financial switching cost
E) Rational switching cost

Accepted Answer

Financial switching costs refers to the monetary outlay necessary for the consumer to switch to a new product. This includes costs related to purchasing the new product, disposing of the old one, or paying penalties for early termination of contracts. Learning how to use the new product and obtaining value from it is not a financial cost, but rather a procedural switching cost.

Question 4

_____ takes place when consumers pass on negative information about a company from one to another.
A) Negative disconfirmation
B) Negative referencing
C) Negative word-of-mouth
D) Negative association
E) Negative attribution

Accepted Answer

Negative word-of-mouth is the spread of negative information by consumers about a company or brand, typically through personal conversations, social media or online reviews. This can greatly harm a company's reputation and sales.

Question 5

Which of the following occurs when consumers spread information from one to another about positive consumption experiences?
A) Confirmation
B) Switching behavior
C) Positive disconfirmation
D) Positive attribution
E) Positive word-of-mouth

Accepted Answer

Positive word-of-mouth occurs when consumers spread positive information about their consumption experiences to others. This can impact the perception and behavior of other consumers, leading to increased brand awareness and potential sales for the company.

Question 6

Holly was so pleased with the service she received at a new spa in her neighborhood that she told many of her friends about her pleasant experience.Which of the following postconsumption behaviors best describes Holly's behavior?
A) Confirmation
B) Positive attribution
C) Positive word-of-mouth
D) Negative disconfirmation
E) Switching

Accepted Answer

Holly's behavior of telling her friends about her positive experience at the spa is an example of positive word-of-mouth, where she is sharing her positive opinion about the spa with others.

Question 7

Many consumers who use online banking facilities are reluctant to change banks because of the effort it would take to change automatic and online payment accounts.The change requires a lot of hassle,including time and effort to cancel old accounts and setting up new ones.There is also the probability of missing bill payments altogether.The costs associated with such liabilities explain the customers' reluctance to change.These costs are called _____ costs.
A) infiltrating
B) shilling
C) switching
D) hoarding
E) temporal

Accepted Answer

The described costs are associated with switching banks and are therefore referred to as switching costs.

Question 8

When Sheri,a socialite,got some bad publicity for her recent choice of evening wear,she decided to change designers.However,when Sheri visited her new designer for the first time,she missed the camaraderie and the easy banter she used to share with Margo,her previous designer.Which of the following types of switching costs was being experienced by Sheri?
A) Procedural switching cost
B) Financial switching cost
C) Relational switching cost
D) Rational switching cost
E) Affective switching cost

Accepted Answer

Sheri is experiencing relational switching cost, which refers to the cost of losing established relationships or social connections. She misses the rapport and easy banter she had with her previous designer and is finding it hard to build a similar relationship with the new designer. This highlights the importance of social connections and interpersonal relationships in customer retention.

Question 9

A few customers at China Palace,a Chinese restaurant,recently suffered from food poisoning and were admitted in the hospital.One of these customers was so angry that he tried to burn the restaurant down a week later after the food-poisoning incident.This disgruntled customer was engaged in _____ revenge.
A) procedural
B) restorative
C) rancorous
D) distributive
E) retaliatory

Accepted Answer

Retaliatory revenge refers to seeking revenge or retaliation against someone who has wronged or harmed you. In this case, the angry customer who tried to burn down the restaurant was seeking revenge for the food poisoning incident.

Question 10

Elaine had a problem with the computer printer she purchased.When she called the toll-free service support number,she was told that she had to pay to speak to a service representative.It made her so unhappy that she told all of her friends and family about the problem with the printer and the poor service she received,and advised them never to buy that brand.According to the information given in this case,which of the following postconsumption behaviors best describes Elaine's behavior?
A) Loyalty
B) Switching
C) Avoidance
D) Disconfirmation
E) Negative word-of-mouth

Accepted Answer

Elaine's behavior of telling her friends and family about the problem with the printer and advising them not to buy that brand is an example of negative word-of-mouth behavior. She shared her negative experience with others, which can harm the reputation of the brand and potentially lead to a loss of future customers.

Question 11

When consumers get so mad at a business that they become violent or try to vandalize the business,it is called _____ revenge.
A) rancorous
B) retaliatory
C) restorative
D) distributive
E) procedural

Accepted Answer

Retaliatory revenge is when consumers seek revenge on a business through violent or destructive means.

Question 12

_____ costs are the costs associated with changing from one choice,such as a brand,retailer,or service provider,to another.
A) Switching
B) Transfer
C) Conversion
D) Shilling
E) Infiltrating

Accepted Answer

Switching costs refer to the expenses or efforts that customers have to incur when switching from one product or service to another. These costs can include time, money, and psychological costs. For example, if a customer wants to switch from one telecom service provider to another, they may incur costs such as a penalty for breaking their previous contract, time spent researching new providers, and psychological discomfort associated with trying something new. Therefore, the best choice would be A) Switching.

Question 13

When Greg's house was burglarized,he decided to install a new home security system.However,when he learned that an installation would cost him $1000,he decided against it.The cost for the installation is an example of a:
A) procedural switching cost.
B) transactional switching cost.
C) financial switching cost.
D) relational switching cost.
E) rational switching cost.

Accepted Answer

The cost for the installation is a financial switching cost, as it involves a direct monetary expense for the customer. Procedural switching costs refer to the effort or time involved in switching to a new product or service, transactional switching costs refer to fees or penalties associated with ending a contract, relational switching costs refer to the emotional or social ties built with the current provider, and rational switching costs refer to the perceived risks or uncertainties involved in switching.

Question 14

Alice has always used Nokia phones since the time she got herself her first phone.She is very comfortable with the user interface the brand provides.Even though she would like to buy a Smartphone from a different brand,she is worried about the effort and time it would take her to get acquainted to a different user interface.Which of the following types of switching costs does this represent?
A) Transactional switching costs
B) Temporal switching costs
C) Financial switching costs
D) Procedural switching costs
E) Relational switching costs

Accepted Answer

Procedural switching costs refer to the effort and time required to learn a new user interface or system. Alice's concern about having to learn a new user interface when switching to a different brand of phone is an example of procedural switching costs.

Question 15

When Angie went out for dinner with Zack,her boyfriend,she was embarrassed with his behavior.Zack complained when the waiter brought out the wrong order,but the waiter did not respond appropriately to his complaint.As a result,Zack started yelling at him,calling him names,and demanded to see the manager.The other diners stared at them and Angie just wanted him to stop behaving like that.Zack's behavior at the restaurant is an example of _____ revenge.
A) procedural
B) retaliatory
C) rancorous
D) distributive
E) restorative

Accepted Answer

Zack's behavior is an example of rancorous revenge, which involves expressing anger and hostility in a situation where one feels wronged, often in a public and aggressive manner.

Question 16

A consumer chooses a competing choice,rather than a previously purchased choice,on the next purchase occasion.This behavior is called _____.
A) infiltrating
B) switching
C) hoarding
D) shilling
E) culture jamming

Accepted Answer

Switching refers to the behavior of a consumer choosing a competing product over a previously purchased product on the next purchase occasion. Infiltrating, hoarding, shilling, and culture jamming are not related to this behavior.

Question 17

A form of publicity in which an ostensibly objective outsider (neither the customer nor business)provides publicly available purchase recommendations is known as _____.
A) community marketing
B) comparative advertising
C) a cross-promotion
D) a 3rd party endorsement
E) cooperative marketing

Accepted Answer

A 3rd party endorsement is when someone who is neither the customer nor the business provides purchase recommendations. This can include reviews from bloggers, experts in the industry, or even friends and family. It is a form of publicity that can be very beneficial for businesses as it can increase trust and credibility among potential customers.

Question 18

Which of the following types of switching costs involves lost time and effort?
A) Rational switching cost
B) Financial switching cost
C) Relational switching cost
D) Temporal switching cost
E) Procedural switching cost

Accepted Answer

Procedural switching cost involves the time and effort required to switch from one product or service to another, including learning new processes or systems.

Question 19

Which of the following types of switching costs refers to the emotional and psychological consequences of changing from one brand/retailer/service provider to another?
A) Procedural switching cost
B) Financial switching cost
C) Relational switching cost
D) Transactional switching cost
E) Rational switching cost

Accepted Answer

Relational switching costs refer to the emotional and psychological consequences of changing from one brand/retailer/service provider to another. This can include feelings of guilt, fear, or anxiety associated with changing from a known provider to an unknown provider, as well as emotional attachments to the provider or the provider's brand.

Question 20

When negative WOM spreads on a relatively large scale,it can result in _____.
A) negative public publicity
B) product recalls
C) negative attribution
D) negative disconfirmation
E) confirmation

Accepted Answer

Negative WOM can lead to negative public publicity, which can damage a company's reputation and ultimately harm sales and profitability.

Quiz 15: Consumer Relationships

Carla was unhappy with her haircut.The next time she wanted a haircut,she went to a different hairstylist who Carla thought was more competent than her previous stylist.From a consumer behavior perspective,which of the following terms best describe Carla's behavior?

Which of the following theories plays a role in dealing with negative publicity?

Which of the following types of switching costs consists of the total economic resources that must be spent or invested as a consumer learns how to obtain value from a new product choice?

_____ takes place when consumers pass on negative information about a company from one to another.

Which of the following occurs when consumers spread information from one to another about positive consumption experiences?

Holly was so pleased with the service she received at a new spa in her neighborhood that she told many of her friends about her pleasant experience.Which of the following postconsumption behaviors best describes Holly's behavior?

When consumers get so mad at a business that they become violent or try to vandalize the business,it is called _____ revenge.

_____ costs are the costs associated with changing from one choice,such as a brand,retailer,or service provider,to another.

When Greg's house was burglarized,he decided to install a new home security system.However,when he learned that an installation would cost him $1000,he decided against it.The cost for the installation is an example of a:

A consumer chooses a competing choice,rather than a previously purchased choice,on the next purchase occasion.This behavior is called _____.

A form of publicity in which an ostensibly objective outsider (neither the customer nor business) provides publicly available purchase recommendations is known as _____.

Which of the following types of switching costs involves lost time and effort?

Which of the following types of switching costs refers to the emotional and psychological consequences of changing from one brand/retailer/service provider to another?

When negative WOM spreads on a relatively large scale,it can result in _____.