Exam 10: Post-Decision Processes

A study of European consumers found that it takes 12 positive experiences to overcome five negative ones,and that the cost of attracting a new customer is five times the cost of keeping an existing one.

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Question 1

Correct Answer:

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Researchers suggest consumers go through four stages in the testing hypotheses for learning: (1)exposure to evidence,(2)encoding of evidence,(3)integration of prior beliefs,and (4)perception about the product.

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Question 2

Correct Answer:

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False

Are post-decision feelings important? Why or why not?

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Question 3

Correct Answer:

Answered by Examlex AI Copilot

Yes, post-decision feelings are important because they can impact our overall satisfaction with the decision we have made. If we experience regret, doubt, or anxiety after making a decision, it can affect our well-being and confidence in future decision-making. On the other hand, positive post-decision feelings such as relief, contentment, and confidence can reinforce our belief in our ability to make good choices. Therefore, being aware of and addressing post-decision feelings is important for our emotional and mental well-being. Additionally, understanding and processing these feelings can also help us learn from our decisions and make better choices in the future.

How does ambiguity in the information environment affect consumer susceptibility to marketing communications?

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Question 4

All of the following are strategies for customer retention except

(Multiple Choice)

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Question 5

Comparative advertising can help underdogs by

(Multiple Choice)

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Question 6

Ted discovered that the white dust on his donuts was not powdered sugar but mold.The supermarket gave him two free boxes of donuts and explained that the problem was temporary and related to the supplier and therefore,was not under their control.This is best thought of as an application of

(Multiple Choice)

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Question 7

The last time she went to the dentist,Laura did not feel she had received good enough service for her money.____ would say that there was not a perception of fairness in this exchange.

(Multiple Choice)

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Question 8

Attribution theory was developed to

(Multiple Choice)

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Question 9

When the consumer is highly motivated to learn,and evidence about the top dog is unambiguous,the marketer simply needs to try

(Multiple Choice)

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Question 10

Coca Cola is considered the "top dog" in the soft drink product category.Coca Cola does not want its customers to even try Pepsi because

(Multiple Choice)

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Question 11

Evaluations and feelings for products and services are

(Multiple Choice)

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Question 12

Fred felt a high level of satisfaction with his new computer right after purchase,but his satisfaction steadily declined over time.He is most likely what is known as a ____ consumer.

(Multiple Choice)

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Question 13

The marketer will want to ____ when consumers are highly motivated to learn and have a high level of prior knowledge about the top dog.

(Multiple Choice)

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Question 14

After having decided to go to Kitzbuhel,Katie might wonder if she should have gone to Mexico or Vail.Describe this feeling and what impact it might have on her behavior.

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Question 15

Consumers are likely to recycle when they perceive the benefits outweigh the costs.

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Question 16

While a consumer is watching a movie,she can assess whether or not it is a good movie.This is known as

(Multiple Choice)

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Question 17

____ can help to explain satisfaction or dissatisfaction judgments independent of disconfirmation.

(Multiple Choice)

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Question 18

Dissatisfaction would likely lead to all of the following except

(Multiple Choice)

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Question 19

Kimberly's knowledge of candy was high,and she knew what she liked.Thus,regarding consumer learning,she would be

(Multiple Choice)

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Question 20

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A study of European consumers found that it takes 12 positive experiences to overcome five negative ones,and that the cost of attracting a new customer is five times the cost of keeping an existing one.

Researchers suggest consumers go through four stages in the testing hypotheses for learning: (1)exposure to evidence,(2)encoding of evidence,(3)integration of prior beliefs,and (4)perception about the product.

Are post-decision feelings important? Why or why not?

How does ambiguity in the information environment affect consumer susceptibility to marketing communications?

All of the following are strategies for customer retention except

Comparative advertising can help underdogs by

Ted discovered that the white dust on his donuts was not powdered sugar but mold.The supermarket gave him two free boxes of donuts and explained that the problem was temporary and related to the supplier and therefore,was not under their control.This is best thought of as an application of

The last time she went to the dentist,Laura did not feel she had received good enough service for her money.____ would say that there was not a perception of fairness in this exchange.

Attribution theory was developed to

When the consumer is highly motivated to learn,and evidence about the top dog is unambiguous,the marketer simply needs to try

Coca Cola is considered the "top dog" in the soft drink product category.Coca Cola does not want its customers to even try Pepsi because

Evaluations and feelings for products and services are

Fred felt a high level of satisfaction with his new computer right after purchase,but his satisfaction steadily declined over time.He is most likely what is known as a ____ consumer.

The marketer will want to ____ when consumers are highly motivated to learn and have a high level of prior knowledge about the top dog.

After having decided to go to Kitzbuhel,Katie might wonder if she should have gone to Mexico or Vail.Describe this feeling and what impact it might have on her behavior.

Consumers are likely to recycle when they perceive the benefits outweigh the costs.

While a consumer is watching a movie,she can assess whether or not it is a good movie.This is known as

____ can help to explain satisfaction or dissatisfaction judgments independent of disconfirmation.

Dissatisfaction would likely lead to all of the following except

Kimberly's knowledge of candy was high,and she knew what she liked.Thus,regarding consumer learning,she would be

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing,Ethics,and Social Responsibility in Today's Consumer Society

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