Exam 6: Consumer Behavior

Erica travels a lot for work and is looking to buy a carry-on bag that fits size and weight regulations. Although she has looked at several brands, she refuses to buy a bag that cannot also fit underneath the seat in front of her. Erica is basing her decision on

Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping to

The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disk capacity, memory size, battery life, and several other attributes. The Wall Street Journal is providing consumers with

Generally, people buy one product or service instead of another because they

When William decides which airline to use to fly from Baltimore to San Diego, he considers the price, number of stops, and frequent-flyer miles he will earn. However, earning frequent-flyer miles is the most important factor for him. Is William using a compensatory or noncompensatory decision rule? Explain your reasoning.

Henri's place of business is rather fashion conscious. This influences how he dresses and where he shops. It also reflects the business's

Lululemon customers tend to like the company and love its products. Lululemon has nurtured this ________ component of its customers' attitudes.

Postpurchase cognitive dissonance is especially likely for products that are

Sharon flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent-flyer program). Still, she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient schedule. Sharon uses ________ to decide which airline to fly.

Many Hollywood movie stars were among the first to buy electric and hybrid vehicles. Consumers became aware of this and also became more interested in these types of vehicles. In this situation, the movie stars acted as

When Nicole realized her dog had fleas, Nicole was faced with

Maslow's hierarchy of needs includes physiological needs at the bottom-most level of the pyramid and self-actualization at the top-most level. The three levels in between are

Monica's spending decisions are heavily influenced by her family, her peers, and her religious education. These influences reflect aspects of her

Marketers are particularly interested in postpurchase behavior because it

To attract and maintain habitual purchasers, marketers spend considerable effort

Where Kim grew up, everyone knew everyone else, no one locked their doors, and a person's word could be trusted. When she went to work in another part of the country, she was surprised by how few people had similar values and beliefs. Kim had to adjust to ________ differences.

The consumer buying process begins when

Susan has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the ________ associated with her purchase decision.

Why is it dangerous for marketers to set unrealistically high consumer expectations?

Customers are more likely to talk about service that exceeded their expectation than about service that did not meet their expectation.