Question 1

Consumers may not feel the need to complain when they:

Accepted Answer

A)  are only mildly dissatisfied. 
B)  do not believe it's worth their time and effort. 
C)  do not hold the product directly responsible for their dissatisfaction. 
D)  B and C 
E)  A, B, and C 
A)  are only mildly dissatisfied. 
B)  do not believe it's worth their time and effort. 
C)  do not hold the product directly responsible for their dissatisfaction. 
D)  B and C 
E)  A, B, and C

Question 2

According to the expectancy disconfirmation model, satisfaction depends on a comparison of pre-purchase expectations to actual outcomes.

Accepted Answer

A) True 
 B)False

Question 3

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 4

Differences in the amount of consumption provide one basis for segmenting the nonuser market.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is not one of the ethnographic techniques used by the IDEO design firm?

Accepted Answer

A)  Shadowing 
B)  Consumer journey 
C)  Behavioral mapping 
D)  Camera journal 
E)  All of the above are ethnographic techniques used by IDEO. 
A)  Shadowing 
B)  Consumer journey 
C)  Behavioral mapping 
D)  Camera journal 
E)  All of the above are ethnographic techniques used by IDEO.

Question 6

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 7

The net promoter index is calculated by taking the difference between the proportion of a company's customers labeled as:

Accepted Answer

A)  satisfied and dissatisfied 
B)  promoters and detractors 
C)  lions and mice 
D)  supporters and resistors 
E)  None of the above. 
A)  satisfied and dissatisfied 
B)  promoters and detractors 
C)  lions and mice 
D)  supporters and resistors 
E)  None of the above.

Question 8

According to the worldwide survey reported in Chapter 6, which brand has the greatest number of active brand advocates?

Accepted Answer

A)  Rolex 
B)  Nike 
C)  Cheerios 
D)  McDonald's 
E)  Mercedes 
A)  Rolex 
B)  Nike 
C)  Cheerios 
D)  McDonald's 
E)  Mercedes

Question 9

The time of the day at which usage occurs is another component of understanding:

Accepted Answer

A)  where consumption occurs 
B)  how consumption occurs 
C)  when consumption occurs 
D)  how much consumption occurs 
E)  All of the above. 
A)  where consumption occurs 
B)  how consumption occurs 
C)  when consumption occurs 
D)  how much consumption occurs 
E)  All of the above.

Question 10

Understanding how consumers use milk was an essential element in the development of the "got milk?"
advertising campaign.

Accepted Answer

A) True 
 B)False

Question 11

Consumption represents the usage of the purchased product.

Accepted Answer

A) True 
 B)False

Question 12

According to the expectancy disconfirmation model, satisfaction depends on:

Accepted Answer

A)  consumption experiences 
B)  understanding competitor's customers 
C)  a comparison of pre-purchase expectations to actual outcomes 
D)  reinforcing the attitudes of current customers 
E)  All of the above. 
A)  consumption experiences 
B)  understanding competitor's customers 
C)  a comparison of pre-purchase expectations to actual outcomes 
D)  reinforcing the attitudes of current customers 
E)  All of the above.

Question 13

Companies should encourage dissatisfied customers to voice their concerns because those who keep silent are more likely to take their business elsewhere.

Accepted Answer

A) True 
 B)False

Question 14

If the product delivers an outcome which is less than expected, positive disconfirmation occurs.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is not a type of compulsive consumption discussed in Chapter 6?

Accepted Answer

A)  Compulsive depletion 
B)  Compulsive shopping 
C)  Compulsive using 
D)  Compulsive possession 
E)  All of the above are a type of compulsive consumption discussed in Chapter 6. 
A)  Compulsive depletion 
B)  Compulsive shopping 
C)  Compulsive using 
D)  Compulsive possession 
E)  All of the above are a type of compulsive consumption discussed in Chapter 6.

Question 17

One reason companies should pay attention to customer satisfaction is that it influences whether consumers will buy from the same company again.

Accepted Answer

A) True 
 B)False

Question 18

The size of the user market segment speaks to future growth opportunities.

Accepted Answer

A) True 
 B)False

Question 19

An important characteristic of many consumption behaviors is the particular feelings experienced during consumption.

Accepted Answer

A) True 
 B)False

Question 20

Different people may purchase the same product but consume it in different ways.

Accepted Answer

A) True 
 B)False

Consumers may not feel the need to complain when they:

According to the expectancy disconfirmation model, satisfaction depends on a comparison of pre-purchase expectations to actual outcomes.

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.

Differences in the amount of consumption provide one basis for segmenting the nonuser market.

Which of the following is not one of the ethnographic techniques used by the IDEO design firm?

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

The net promoter index is calculated by taking the difference between the proportion of a company's customers labeled as:

According to the worldwide survey reported in Chapter 6, which brand has the greatest number of active brand advocates?

The time of the day at which usage occurs is another component of understanding:

Understanding how consumers use milk was an essential element in the development of the "got milk?" advertising campaign.

Consumption represents the usage of the purchased product.

According to the expectancy disconfirmation model, satisfaction depends on:

Companies should encourage dissatisfied customers to voice their concerns because those who keep silent are more likely to take their business elsewhere.

If the product delivers an outcome which is less than expected, positive disconfirmation occurs.

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

Which of the following is not a type of compulsive consumption discussed in Chapter 6?

One reason companies should pay attention to customer satisfaction is that it influences whether consumers will buy from the same company again.

The size of the user market segment speaks to future growth opportunities.

An important characteristic of many consumption behaviors is the particular feelings experienced during consumption.

Different people may purchase the same product but consume it in different ways.

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

Consumer Motivation

Consumer Beliefs, Feelings, Attitudes, and Intentions

Culture, Ethnicity, 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

Consumers may not feel the need to complain when they:

According to the expectancy disconfirmation model, satisfaction depends on a comparison of pre-purchase expectations to actual outcomes.

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.

Differences in the amount of consumption provide one basis for segmenting the nonuser market.

Which of the following is not one of the ethnographic techniques used by the IDEO design firm?

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

The net promoter index is calculated by taking the difference between the proportion of a company's customers labeled as:

According to the worldwide survey reported in Chapter 6, which brand has the greatest number of active brand advocates?

The time of the day at which usage occurs is another component of understanding:

Understanding how consumers use milk was an essential element in the development of the "got milk?" advertising campaign.

Consumption represents the usage of the purchased product.

According to the expectancy disconfirmation model, satisfaction depends on:

Companies should encourage dissatisfied customers to voice their concerns because those who keep silent are more likely to take their business elsewhere.

If the product delivers an outcome which is less than expected, positive disconfirmation occurs.

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

Which of the following is not a type of compulsive consumption discussed in Chapter 6?

One reason companies should pay attention to customer satisfaction is that it influences whether consumers will buy from the same company again.

The size of the user market segment speaks to future growth opportunities.

An important characteristic of many consumption behaviors is the particular feelings experienced during consumption.

Different people may purchase the same product but consume it in different ways.

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

Consumer Motivation

Consumer Beliefs, Feelings, Attitudes, and Intentions

Culture, Ethnicity, Social Class, Family and Household Influences

Group and Personal Influence

Making Contact

Shaping Consumers Opinions

Helping Consumers to Remember

Filters