Exam 3: Consumer Behavior in Services

Vimal's mother has used the same hair stylist for almost 30 years even though she frequently complains about how her hair is styled. On the other hand, Vimal's mother has changed brands of pain reliever every time a new product is introduced on the market. What reasons can you give to explain why Vimal's mother has brand loyalty to a hair stylist but not to a pain reliever?

A consumer's emotional state or mood can:

Which of the following statements regarding consumer evaluation of alternatives for services is true?

Customers feel more responsible for their dissatisfaction when they purchase services than when they purchase goods since:

In terms of consumer behavior, what do goods and services like a landscaped terrace and tax preparation have in common besides the fact they are both services?

Monroe and Ilene are meeting with a potential wedding caterer today. They will sample seven different kinds of wedding cakes, taste three entrees, sip varied wines and examine table setting options. The caterer allows prospective clients to sample his products before purchase in order to:

In terms of consumer behavior, what do goods like television sets, baby cribs, chain saws and lighting fixtures have in common besides the fact they are all tangible?

Which of the following is NOT an example of a search quality?

What is the difference between emotions and moods?

_____ qualities are attributes a consumer can determine prior to purchasing a product.

Which of the following products is the most difficult to evaluate?

Unlike most other cultural factors, aesthetics does not have any significant effect on the purchase of a service.

Which of the cultural universals is reflected by Hispanics' love of Latino music?

Outsourcing has greatly increased the complexity of purchase decision making.

The Survivor television series on CBS is never short of candidates for shows. If you listen to the interviews of those who want to participate, they often sound repetitive as they talk about how the experience will let them learn what they are truly capable of accomplishing. From this information, it would appear that participation in the reality TV show would satisfy _____ needs.

Culture is important in services marketing because of its effects on the ways customers evaluate and use services.

In terms of the drama metaphor, the physical setting includes how the service personnel respond to you and to each other.

_____ qualities are attributes a consumer can only determine after purchasing and consuming a product.

Groups purchasing services encounter:

How should you explain to a friend that there is more perceived risk with the purchase of a wedding reception caterer for your wedding than for the diamond engagement ring? First, the catered reception is intangible and has a high level of experience qualities that means the reception caterer must be selected on the basis of less pre-purchase information than the ring. Because catered meals are non-standardized and diamonds are highly standardized, there will always be uncertainty about the outcome of the reception (Will the food be memorable? Will any of the attendees get food poisoning? etc.). The purchase of the reception caterer involves more risk because a catered event is not accompanied by a warranty or a guarantee. It will already have been consumed when you realize your dissatisfaction with it. The ring, on the other hand, can be easily returned. It also has a warranty as to size and clarity.