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

Consumers' satisfaction with a company's products is important because this ultimately influences the company's value to shareholders.

It is not useful to understand where consumption takes place.

Because it occurs after purchase, consumption is the least important part of the decision process.

Sometimes it is beneficial to segment the market based on when consumption occurs.

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

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

Surprisingly, research shows that as consumers' stockpile of a product increases, their use of the product actually decreases.

Blogs are:

Expectations do not always bias post-consumption evaluations. It depends on the ambiguity of the consumption experience.

Evaluation of non-considered alternatives is a fundamental part of the post-purchase stage of the decision-making process.

Which of the following is incorrect?

Although dissatisfaction is an essential prerequisite for complaint behavior, not every dissatisfied customer will complain.

Depending on the product category, larger package sizes can increase the amount consumed per consumption occasion.

Although satisfaction influences customer retention, it has little influence on word-of-mouth or word-of-mouse communication.

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

Increases in product variety (e.g., adding more colors or flavors) will decrease the amount consumed per consumption occasion.

ACSI stands for American Companies' Sales Index.

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

Which of the following is a way for businesses to sell more of their product?

In today's competitive marketplace, there is little difference among brands in how well they meet consumers' expectations.