Question 1

Which of the following characteristics of relationship quality represents the perception that a buyer and a seller can depend on each other?

Accepted Answer

A)  Personalization 
B)  Communication 
C)  Trust 
D)  Equity 
A)  Personalization 
B)  Communication 
C)  Trust 
D)  Equity C

Question 2

Explain the role that attribution theory plays in post-purchase evaluations.

Accepted Answer

Answers will vary. Attribution theory plays a role in what happens after purchase and consumption. When a consumer is highly engaged and has put a lot of effort into producing and creating the consumption experience, he or she may be very much inclined to take credit when things go well. When things don't go so well at first, the confirmatory bias may kick in and the consumer may deny that things are going poorly. But when things go well, the consumer is likely to become more convinced that the brand choice was correct, become even more engaged with the brand, and be very willing to tell others about the experience by spreading positive word-of-mouth. Thus, customer engagement in co-creation of both utilitarian and hedonic value creates a stickiness that encourages consumers to tell others about their experience and exhibit loyalty-related behaviors. In other words, consumers will stick with the choice regardless of whether the experience is virtual (e.g., through online social networking) or actual (as with vacation resorts).

Question 3

The value received from consumption depends not only on the product or service providers, but also on the customer him- or herself.

Accepted Answer

A) True 
 B)False  True

Question 4

Until a few decades ago, American consumers had only one choice for telephone services. Today, however, consumers can choose from many telephone and data services providers. This increase in the number of service providers indicates an increase in _____.

Accepted Answer

A)  customer share 
B)  share of wallet 
C)  competitive intensity 
D)  consumer inertia 
A)  customer share 
B)  share of wallet 
C)  competitive intensity 
D)  consumer inertia

Question 5

Richard purchases his groceries from the neighborhood general store. He does not particularly like the store, but he goes there because it is very conveniently located. In the given scenario, Richard's buying behavior can be best described as _____.

Accepted Answer

A)  consumer addiction 
B)  positive disconfirmation 
C)  consumer inertia 
D)  negative disconfirmation 
A)  consumer addiction 
B)  positive disconfirmation 
C)  consumer inertia 
D)  negative disconfirmation

Question 6

In which of the following services will utilitarian value be more strongly related to customer share than hedonic value?

Accepted Answer

A)  Salon services 
B)  Spa treatment 
C)  Dental treatment 
D)  Fine dining services 
A)  Salon services 
B)  Spa treatment 
C)  Dental treatment 
D)  Fine dining services

Question 7

Which of the following statements is true of complaining behavior?

Accepted Answer

A)  Negative avoidance emotions like disgust are most likely to precede complaining behavior. 
B)  Consumers who are more price sensitive are less likely to complain than consumers who are less price sensitive. 
C)  Consumers from individualist cultures are less likely to complain than consumers from collectivist cultures. 
D)  Negative approach emotions like anger are most likely to precede complaining behavior. 
A)  Negative avoidance emotions like disgust are most likely to precede complaining behavior. 
B)  Consumers who are more price sensitive are less likely to complain than consumers who are less price sensitive. 
C)  Consumers from individualist cultures are less likely to complain than consumers from collectivist cultures. 
D)  Negative approach emotions like anger are most likely to precede complaining behavior.

Question 8

Why cannot a company depend on consumer inertia for long-term revenues?

Accepted Answer

Answers will vary. A company cannot depe

Question 9

Explain how relationship quality impacts value for both customers and the firm.

Accepted Answer

Answers will vary. Relationship quality

Question 10

Consumers high in price sensitivity are less likely to complain than consumers with some indifference about the price paid for a service.

Accepted Answer

A) True 
 B)False

Question 11

After Greg's house was burglarized, he decided to install a new home security system. However, when he learned that an installation would cost him $1000, he decided against it. In the given scenario, the cost for the installation is an example of a:

Accepted Answer

A)  transactional switching cost. 
B)  financial switching cost. 
C)  relational switching cost. 
D)  procedural switching cost. 
A)  transactional switching cost. 
B)  financial switching cost. 
C)  relational switching cost. 
D)  procedural switching cost.

Question 12

Matt is unhappy with the Luisteren music player that he bought recently. He mentions it to his friend Christine and suggests that she consider other brands. In the given scenario, Matt's behavior illustrates _____.

Accepted Answer

A)  positive disconfirmation 
B)  negative word-of-mouth 
C)  confirmatory bias 
D)  switching behavior 
A)  positive disconfirmation 
B)  negative word-of-mouth 
C)  confirmatory bias 
D)  switching behavior

Question 13

Which of the following characteristics of relationship quality indicates that a seller treats a customer as an individual with unique desires and requirements?

Accepted Answer

A)  Equity 
B)  Personalization 
C)  Communication 
D)  Trust 
A)  Equity 
B)  Personalization 
C)  Communication 
D)  Trust

Question 14

Which of the following types of switching costs involves lost time and effort?

Accepted Answer

A)  Financial switching costs 
B)  Emotional switching costs 
C)  Procedural switching costs 
D)  Relational switching cots 
A)  Financial switching costs 
B)  Emotional switching costs 
C)  Procedural switching costs 
D)  Relational switching cots

Question 15

Which of the following occurs when a consumer actively seeks out someone to share an opinion with regarding a negative consumption event?

Accepted Answer

A)  Disconfirming behavior 
B)  Switching behavior 
C)  Complaining behavior 
D)  Satisficing behavior 
A)  Disconfirming behavior 
B)  Switching behavior 
C)  Complaining behavior 
D)  Satisficing behavior

Question 16

_____ lead to an affective reaction most conventionally represented by consumer satisfaction or dissatisfaction.

Accepted Answer

A)  Post-consumption cognitions 
B)  Prepurchase decision efforts 
C)  Confirmation biases 
D)  Alternative evaluations 
A)  Post-consumption cognitions 
B)  Prepurchase decision efforts 
C)  Confirmation biases 
D)  Alternative evaluations

Question 17

Negative avoidance emotions are most likely to precede complaining behavior.

Accepted Answer

A) True 
 B)False

Question 18

_____ are the costs associated with changing from one choice, such as a brand, retailer, or service provider, to another.

Accepted Answer

A)  Switching costs 
B)  Fixed costs 
C)  Variable costs 
D)  Operating costs 
A)  Switching costs 
B)  Fixed costs 
C)  Variable costs 
D)  Operating costs

Question 19

Which of the following statements is true in the context of consumer loyalty?

Accepted Answer

A)  A consumer with a strong economic orientation displays higher customer share with all competitors. 
B)  The certainty of a lengthy stream of revenues is much more for a customer acting only on inertia. 
C)  A firm that concentrates on repeated behavior alone, perhaps by always being convenient, can do well but remains vulnerable to competitors. 
D)  A customer's contribution on the equity side of the equation remains the same irrespective of whether or not a customer is a truly committed or acting on inertia alone. 
A)  A consumer with a strong economic orientation displays higher customer share with all competitors. 
B)  The certainty of a lengthy stream of revenues is much more for a customer acting only on inertia. 
C)  A firm that concentrates on repeated behavior alone, perhaps by always being convenient, can do well but remains vulnerable to competitors. 
D)  A customer's contribution on the equity side of the equation remains the same irrespective of whether or not a customer is a truly committed or acting on inertia alone.

Question 20

A disgusted or hopeless consumer is more likely to complain than an angry consumer.

Accepted Answer

A) True 
 B)False

Which of the following characteristics of relationship quality represents the perception that a buyer and a seller can depend on each other?

Explain the role that attribution theory plays in post-purchase evaluations.

The value received from consumption depends not only on the product or service providers, but also on the customer him- or herself.

Until a few decades ago, American consumers had only one choice for telephone services. Today, however, consumers can choose from many telephone and data services providers. This increase in the number of service providers indicates an increase in _____.

Richard purchases his groceries from the neighborhood general store. He does not particularly like the store, but he goes there because it is very conveniently located. In the given scenario, Richard's buying behavior can be best described as _____.

In which of the following services will utilitarian value be more strongly related to customer share than hedonic value?

Which of the following statements is true of complaining behavior?

Why cannot a company depend on consumer inertia for long-term revenues?

Explain how relationship quality impacts value for both customers and the firm.

Consumers high in price sensitivity are less likely to complain than consumers with some indifference about the price paid for a service.

After Greg's house was burglarized, he decided to install a new home security system. However, when he learned that an installation would cost him $1000, he decided against it. In the given scenario, the cost for the installation is an example of a:

Matt is unhappy with the Luisteren music player that he bought recently. He mentions it to his friend Christine and suggests that she consider other brands. In the given scenario, Matt's behavior illustrates _____.

Which of the following characteristics of relationship quality indicates that a seller treats a customer as an individual with unique desires and requirements?

Which of the following types of switching costs involves lost time and effort?

Which of the following occurs when a consumer actively seeks out someone to share an opinion with regarding a negative consumption event?

_____ lead to an affective reaction most conventionally represented by consumer satisfaction or dissatisfaction.

Negative avoidance emotions are most likely to precede complaining behavior.

_____ are the costs associated with changing from one choice, such as a brand, retailer, or service provider, to another.

Which of the following statements is true in the context of consumer loyalty?

A disgusted or hopeless consumer is more likely to complain than an angry consumer.

What is CB and Why Should I Care?

Value and the Consumer Behavior Framework

Consumer Learning Starts Here: Perception

Comprehension, Memory, and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Attitudes and Attitude Change

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making II: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer and Marketing Misbehavior

Filters

Exam 15: Beyond Consumer Relationships

Which of the following characteristics of relationship quality represents the perception that a buyer and a seller can depend on each other?

Explain the role that attribution theory plays in post-purchase evaluations.

The value received from consumption depends not only on the product or service providers, but also on the customer him- or herself.

Until a few decades ago, American consumers had only one choice for telephone services. Today, however, consumers can choose from many telephone and data services providers. This increase in the number of service providers indicates an increase in _____.

Richard purchases his groceries from the neighborhood general store. He does not particularly like the store, but he goes there because it is very conveniently located. In the given scenario, Richard's buying behavior can be best described as _____.

In which of the following services will utilitarian value be more strongly related to customer share than hedonic value?

Which of the following statements is true of complaining behavior?

Why cannot a company depend on consumer inertia for long-term revenues?

Explain how relationship quality impacts value for both customers and the firm.

Consumers high in price sensitivity are less likely to complain than consumers with some indifference about the price paid for a service.

After Greg's house was burglarized, he decided to install a new home security system. However, when he learned that an installation would cost him $1000, he decided against it. In the given scenario, the cost for the installation is an example of a:

Matt is unhappy with the Luisteren music player that he bought recently. He mentions it to his friend Christine and suggests that she consider other brands. In the given scenario, Matt's behavior illustrates _____.

Which of the following characteristics of relationship quality indicates that a seller treats a customer as an individual with unique desires and requirements?

Which of the following types of switching costs involves lost time and effort?

Which of the following occurs when a consumer actively seeks out someone to share an opinion with regarding a negative consumption event?

_____ lead to an affective reaction most conventionally represented by consumer satisfaction or dissatisfaction.

Negative avoidance emotions are most likely to precede complaining behavior.

_____ are the costs associated with changing from one choice, such as a brand, retailer, or service provider, to another.

Which of the following statements is true in the context of consumer loyalty?

A disgusted or hopeless consumer is more likely to complain than an angry consumer.

What is CB and Why Should I Care?

Value and the Consumer Behavior Framework

Consumer Learning Starts Here: Perception

Comprehension, Memory, and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Attitudes and Attitude Change

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making II: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer and Marketing Misbehavior

Filters