Question 1

Which feelings are a clear indication of a problem with the consumption experience?

Accepted Answer

A)  Disappointment 
B)  Surprise 
C)  Regret 
D)  A and C 
E)  A, B, and C 
A)  Disappointment 
B)  Surprise 
C)  Regret 
D)  A and C 
E)  A, B, and C

Question 2

Consumers' miscalculations about their usage behaviors often ends up costing them money.

Accepted Answer

A) True 
 B)False

Question 3

Usage volume segmentation typically divides users into:

Accepted Answer

A)  heavy versus moderate versus light users 
B)  users versus nonusers 
C)  frequent versus occasional users 
D)  maximum versus minimum users 
E)  None of the above. 
A)  heavy versus moderate versus light users 
B)  users versus nonusers 
C)  frequent versus occasional users 
D)  maximum versus minimum users 
E)  None of the above.

Question 4

The brand name that appears on a product may influence consumers' interpretation of the consumption of this product.

Accepted Answer

A) True 
 B)False

Question 5

Compulsive consumption is a response to an uncontrollable drive or desire to obtain, use, or experience a feeling, substance, or activity that leads an individual to repetitively engage in a behavior that will ultimately cause harm to the individual and possibly others.

Accepted Answer

A) True 
 B)False

Question 6

It is not possible for companies to influence consumers' interpretations of their consumption experiences.

Accepted Answer

A) True 
 B)False

Question 7

There is a perfect relationship between customer satisfaction and customer retention.

Accepted Answer

A) True 
 B)False

Question 8

Positive disconfirmation exists when the product provides more than expected.

Accepted Answer

A) True 
 B)False

Question 9

Depending on the nature of the consumption experience, companies may find it useful to position their products based on the feelings and experiences during consumption.

Accepted Answer

A) True 
 B)False

Question 10

A consumption experience provides negative reinforcement when the consumer receives some positive outcome from product usage.

Accepted Answer

A) True 
 B)False

Question 11

By setting high expectations, companies increase the odds of consumers being satisfied.

Accepted Answer

A) True 
 B)False

Question 12

Businesses sometimes try to encourage consumption by modifying their product offerings.

Accepted Answer

A) True 
 B)False

Question 13

Trying to change the amount of consumption is a worthless business objective.

Accepted Answer

A) True 
 B)False

Question 14

Products that provide negative reinforcement are less likely to be repurchased.

Accepted Answer

A) True 
 B)False

Question 15

Ethnography involves describing and understanding consumer behavior by interviewing and observing consumers in real-world situations.

Accepted Answer

A) True 
 B)False

Question 16

When a product's performance exceeds consumers' expectations, then ____ is said to occur.

Accepted Answer

A)  Confirmation 
B)  Rejection 
C)  Negative disconfirmation 
D)  Positive disconfirmation 
E)  None of the above. 
A)  Confirmation 
B)  Rejection 
C)  Negative disconfirmation 
D)  Positive disconfirmation 
E)  None of the above.

Question 17

When interpreting customers' satisfaction scores for a particular company, it is important to:

Accepted Answer

A)  remember that customer satisfaction is only weakly related to repurchase behavior. 
B)  examine how these satisfaction scores have changed over time. 
C)  consider how these satisfaction scores compare with those reported by competitors' customers. 
D)  B and C 
E)  A, B, and C 
A)  remember that customer satisfaction is only weakly related to repurchase behavior. 
B)  examine how these satisfaction scores have changed over time. 
C)  consider how these satisfaction scores compare with those reported by competitors' customers. 
D)  B and C 
E)  A, B, and C

Question 18

Why is it important to understand how consumers use a product?

Accepted Answer

Understanding how a product is used may

Question 19

Selling more of one's product necessarily requires selling to more people.

Accepted Answer

A) True 
 B)False

Question 20

The problem with setting consumers' expectations as high as possible is that:

Accepted Answer

A)  it increases the chances of customers being dissatisfied 
B)  customers end up being spoiled 
C)  it increases customers' price sensitivity 
D)  All of the above. 
E)  None of the above. In fact, there is no problem with setting consumers' expectations as high as possible. 
A)  it increases the chances of customers being dissatisfied 
B)  customers end up being spoiled 
C)  it increases customers' price sensitivity 
D)  All of the above. 
E)  None of the above. In fact, there is no problem with setting consumers' expectations as high as possible.

Which feelings are a clear indication of a problem with the consumption experience?

Consumers' miscalculations about their usage behaviors often ends up costing them money.

Usage volume segmentation typically divides users into:

The brand name that appears on a product may influence consumers' interpretation of the consumption of this product.

Compulsive consumption is a response to an uncontrollable drive or desire to obtain, use, or experience a feeling, substance, or activity that leads an individual to repetitively engage in a behavior that will ultimately cause harm to the individual and possibly others.

It is not possible for companies to influence consumers' interpretations of their consumption experiences.

There is a perfect relationship between customer satisfaction and customer retention.

Positive disconfirmation exists when the product provides more than expected.

Depending on the nature of the consumption experience, companies may find it useful to position their products based on the feelings and experiences during consumption.

A consumption experience provides negative reinforcement when the consumer receives some positive outcome from product usage.

By setting high expectations, companies increase the odds of consumers being satisfied.

Businesses sometimes try to encourage consumption by modifying their product offerings.

Trying to change the amount of consumption is a worthless business objective.

Products that provide negative reinforcement are less likely to be repurchased.

Ethnography involves describing and understanding consumer behavior by interviewing and observing consumers in real-world situations.

When a product's performance exceeds consumers' expectations, then ____ is said to occur.

When interpreting customers' satisfaction scores for a particular company, it is important to:

Why is it important to understand how consumers use a product?

Selling more of one's product necessarily requires selling to more people.

The problem with setting consumers' expectations as high as possible is that:

Consumer Behavior and Consumer Research

Creating Marketing Strategies for Customer-Centric Organizations

The Consumer Decision Process

Pre-Purchase Processes: Need Recognition, Search, and Evaluation

Purchase

Demographics, Psychographics, and Personality

Consumer Motivation

Consumer Knowledge

Consumer Beliefs, Feelings, Attitudes, and Intentions

Culture, Ethnicity, and Social Class

Family and Household Influences

Group and Personal Influence

Making Contact

Shaping Consumers Opinions

Helping Consumers to Remember

Filters

Exam 6: Post-Purchase Processes: Consumption and Post-Consumption Evaluations

Which feelings are a clear indication of a problem with the consumption experience?

Consumers' miscalculations about their usage behaviors often ends up costing them money.

Usage volume segmentation typically divides users into:

The brand name that appears on a product may influence consumers' interpretation of the consumption of this product.

Compulsive consumption is a response to an uncontrollable drive or desire to obtain, use, or experience a feeling, substance, or activity that leads an individual to repetitively engage in a behavior that will ultimately cause harm to the individual and possibly others.

It is not possible for companies to influence consumers' interpretations of their consumption experiences.

There is a perfect relationship between customer satisfaction and customer retention.

Positive disconfirmation exists when the product provides more than expected.

Depending on the nature of the consumption experience, companies may find it useful to position their products based on the feelings and experiences during consumption.

A consumption experience provides negative reinforcement when the consumer receives some positive outcome from product usage.

By setting high expectations, companies increase the odds of consumers being satisfied.

Businesses sometimes try to encourage consumption by modifying their product offerings.

Trying to change the amount of consumption is a worthless business objective.

Products that provide negative reinforcement are less likely to be repurchased.

Ethnography involves describing and understanding consumer behavior by interviewing and observing consumers in real-world situations.

When a product's performance exceeds consumers' expectations, then ____ is said to occur.

When interpreting customers' satisfaction scores for a particular company, it is important to:

Why is it important to understand how consumers use a product?

Selling more of one's product necessarily requires selling to more people.

The problem with setting consumers' expectations as high as possible is that:

Consumer Behavior and Consumer Research

Creating Marketing Strategies for Customer-Centric Organizations

The Consumer Decision Process

Pre-Purchase Processes: Need Recognition, Search, and Evaluation

Purchase

Demographics, Psychographics, and Personality

Consumer Motivation

Consumer Knowledge

Consumer Beliefs, Feelings, Attitudes, and Intentions

Culture, Ethnicity, and Social Class

Family and Household Influences

Group and Personal Influence

Making Contact

Shaping Consumers Opinions

Helping Consumers to Remember

Filters