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Consumers use information from many sources when making purchasing decisions,including information from friends and family members.One of the most dissatisfying consumer experiences is with auto repair.Aware of this,Karla has asked several of her friends and family members where they have their cars repaired,since she has been experiencing a problem with her car starting when the weather is cold.Karla has heard that Skola's Auto Repair has reasonable prices,but it can be difficult to get an appointment.However,one of her friends,Steve,had a very poor experience with Skola's.Once he complained to them,they fixed the situation and now he prefers their auto shop over others.
-Refer to Scenario 6.1.The change in Steve's behavior toward Skola's Auto Repair,caused by the company's response to his complaint,is a function of
A) perception.
B) motivation.
C) attitudes.
D) learning.
E) influence.

Question

Quizplus · Accepted Answer

Steve's experience with Skola's and their response to his complaint led to a change in his behavior, indicating that he learned something new about the company. This change in behavior is an example of learning.

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