Exam 14: Consumption to Satisfaction

Holly is planning her destination wedding to take place on a tropical island. She dreams that the weather will be perfect and that all her friends and family will be able to attend. What type of expectations does Holly have with regard to this event?

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(Multiple Choice)

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Question 1

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What is a problem with satisfaction measures and what can researchers do to improve them?

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Question 2

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One problem with satisfaction measures is they are used most frequently to measure satisfaction among existing customers. These customers have already decided to patronize a business, so they should already feel favourably toward that marketer. Therefore, we would expect even without knowing what happened during a visit or consumption experience that the customer would report some degree of satisfaction. Typical consumer responses show that the vast majority of consumers (i.e., 80% or more) choose "satisfied" or "completely satisfied." Statistically speaking, these data are left skewed, in this instance meaning that the bulk of consumers have indicated that they are satisfied or completely satisfied with the product or service. One way to improve these measures is to give consumers more choices to respond to, which may increase the amount of variance displayed in the satisfaction measure. For example, an alternative would be to have consumers score their satisfaction on a 0 (no satisfaction) to 100 (complete satisfaction) point scale. Another alternative is to use multiple scale items. This mitigates problems with skewness and/or bias by providing scales with more response points and by using different response formats for each response item.

The De Beers diamond company advises men to spend two months' salary for a diamond engagement ring for their beloved because "A Diamond Is Forever." Interestingly, diamond engagement rings didn't have much meaning in the United States prior to 1930 or so; therefore, diamond engagement rings derive their value from culture. What is the term for this process that has occurred with diamonds?

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Question 3

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According to the expectancy/disconfirmation theory, consumers' expectations are used as a type of benchmark against which actual performance perceptions are judged.

(True/False)

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Question 4

What do websites like Kijiji and Craigslist help with?

(Multiple Choice)

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Question 5

Consumer satisfaction is a postconsumption phenomenon because it is a reaction to an outcome.

(True/False)

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Question 6

The tendency for expectations to guide performance perceptions is called expectation bias.

(True/False)

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Question 7

Which emotion is evoked by positive, anticipatory appraisals?

(Multiple Choice)

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Question 8

Research has indicated that when expectations are not held with a strong degree of confidence, both disconfirmation and perceived performance affect satisfaction.

(True/False)

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Question 9

Satisfaction results from a cognitive appraisal, which is sometimes referred to as the satisfaction effect.

(True/False)

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Question 10

Temporal factors, antecedent conditions, and the physical environment are particularly influential on the consumption experience.

(True/False)

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Question 11

Cognitive dissonance refers to lingering doubts about a decision that has already been made.

(True/False)

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Question 12

Many consumer researchers advocate a theory that proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange. Which theory are these researchers advocating?

(Multiple Choice)

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Question 13

According to attribution theory, if an event is attributed to a product or company, an external attribution is made.

(True/False)

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Question 14

What is consumer satisfaction and how does it differ from other important consumer behaviour concepts?

(Essay)

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Question 15

According to the disconfirmation element of attribution theory, a consumer assesses whether an outcome was controllable or not.

(True/False)

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Question 16

Define consumer refuse and list the disposal alternatives available to consumers. Which alternatives do you use most often?

(Essay)

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Question 17

Define expectations and name and describe the four types.

(Essay)

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Question 18

Social comparison theory proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange.

(True/False)

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Question 19

Louis Vuitton Scenario Carla purchased a Louis Vuitton Portobello Handbag for $1,500 when she was in Toronto last weekend. She's always liked this brand but never purchased a real one before this. In fact, she has a counterfeit Louis Vuitton handbag, a wallet, and a scarf. While the counterfeit products look just as good as the real brand, they aren't of the same quality as the legitimate branded products. She was very nervous about spending so much money for a handbag, but the sales lady was so kind and explained the benefits of the brand to her and made her feel very welcome in the store. She explained that consumers can purchase true Louis Vuitton products only at Louis Vuitton stores or from its website. She also explained that if she ever had any problem with her handbag that she should return it to the store for repair or a replacement. All things considered, Carla's experience at the store and her purchase far exceeded anything she had expected. -Refer to Louis Vuitton Scenario. Carla's experience in the store was even more positive than what she expected. According to the expectancy/disconfirmation theory of satisfaction, which of the following will occur?

(Multiple Choice)

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Question 20

Showing 1 - 20 of 122

Holly is planning her destination wedding to take place on a tropical island. She dreams that the weather will be perfect and that all her friends and family will be able to attend. What type of expectations does Holly have with regard to this event?

What is a problem with satisfaction measures and what can researchers do to improve them?

According to the expectancy/disconfirmation theory, consumers' expectations are used as a type of benchmark against which actual performance perceptions are judged.

What do websites like Kijiji and Craigslist help with?

Consumer satisfaction is a postconsumption phenomenon because it is a reaction to an outcome.

The tendency for expectations to guide performance perceptions is called expectation bias.

Which emotion is evoked by positive, anticipatory appraisals?

Research has indicated that when expectations are not held with a strong degree of confidence, both disconfirmation and perceived performance affect satisfaction.

Satisfaction results from a cognitive appraisal, which is sometimes referred to as the satisfaction effect.

Temporal factors, antecedent conditions, and the physical environment are particularly influential on the consumption experience.

Cognitive dissonance refers to lingering doubts about a decision that has already been made.

Many consumer researchers advocate a theory that proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange. Which theory are these researchers advocating?

According to attribution theory, if an event is attributed to a product or company, an external attribution is made.

What is consumer satisfaction and how does it differ from other important consumer behaviour concepts?

According to the disconfirmation element of attribution theory, a consumer assesses whether an outcome was controllable or not.

Define consumer refuse and list the disposal alternatives available to consumers. Which alternatives do you use most often?

Define expectations and name and describe the four types.

Social comparison theory proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange.

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