Question 1

Which type of usage expansion advertising is most effective?

Accepted Answer

A)  Advertising that links the product to a new usage situation. 
B)  Advertising that compares the product to another product that is typically consumed in the new usage situation. 
C)  Advertising that compares the product's consumption in the new situation to its consumption in another usage situation commonly associated with the product. 
D)  All of these types of usage expansion advertising are equally effective. 
A)  Advertising that links the product to a new usage situation. 
B)  Advertising that compares the product to another product that is typically consumed in the new usage situation. 
C)  Advertising that compares the product's consumption in the new situation to its consumption in another usage situation commonly associated with the product. 
D)  All of these types of usage expansion advertising are equally effective.

Question 2

Negative feelings during product usage are desirable from both the customer's and company's perspective.

Accepted Answer

A) True 
 B)False

Question 3

Consumption rituals are a type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence, and that tend to be repeated over time.

Accepted Answer

A) True 
 B)False

Question 4

A consumer that uses eye drops to relieve his burning eyes is expecting to receive:

Accepted Answer

A)  positive reinforcement 
B)  negative reinforcement 
C)  punishment 
D)  None of the above. 
A)  positive reinforcement 
B)  negative reinforcement 
C)  punishment 
D)  None of the above.

Question 5

Negative reinforcement occurs when product consumption leads to some negative outcome.

Accepted Answer

A) True 
 B)False

Question 6

Customer delight comes when customers are satisfied completely.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Which usage volume segment has the greatest CLV?

Accepted Answer

A)  Light users 
B)  Moderate users 
C)  Heavy users 
D)  All segments are equal in their CLV. 
A)  Light users 
B)  Moderate users 
C)  Heavy users 
D)  All segments are equal in their CLV.

Question 9

Why is customer satisfaction important?

Accepted Answer

Customer satisfaction is important for t

Question 10

Punishment occurs when consumption leads to positive outcomes.

Accepted Answer

A) True 
 B)False

Question 11

Confirmation takes place when the product's performance matches expectations.

Accepted Answer

A) True 
 B)False

Question 12

Shop-a-longs are a type of ethnographic research.

Accepted Answer

A) True 
 B)False

Question 13

Consumption experiences differ in terms of whether consumers find them to be rewarding or punishing.

Accepted Answer

A) True 
 B)False

Which type of usage expansion advertising is most effective?

Negative feelings during product usage are desirable from both the customer's and company's perspective.

Consumption rituals are a type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence, and that tend to be repeated over time.

A consumer that uses eye drops to relieve his burning eyes is expecting to receive:

Negative reinforcement occurs when product consumption leads to some negative outcome.

Customer delight comes when customers are satisfied completely.

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

Which usage volume segment has the greatest CLV?

Why is customer satisfaction important?

Punishment occurs when consumption leads to positive outcomes.

Confirmation takes place when the product's performance matches expectations.

Shop-a-longs are a type of ethnographic research.

Consumption experiences differ in terms of whether consumers find them to be rewarding or punishing.

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

Which type of usage expansion advertising is most effective?

Negative feelings during product usage are desirable from both the customer's and company's perspective.

Consumption rituals are a type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence, and that tend to be repeated over time.

A consumer that uses eye drops to relieve his burning eyes is expecting to receive:

Negative reinforcement occurs when product consumption leads to some negative outcome.

Customer delight comes when customers are satisfied completely.

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

Which usage volume segment has the greatest CLV?

Why is customer satisfaction important?

Punishment occurs when consumption leads to positive outcomes.

Confirmation takes place when the product's performance matches expectations.

Shop-a-longs are a type of ethnographic research.

Consumption experiences differ in terms of whether consumers find them to be rewarding or punishing.

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