Exam 18: Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Every time Hannah buys a sandwich at Super Subs, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n) _____.

Which of the following is TRUE regarding word-of-mouth (WOM)?

Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of _____.

What is the first decision a dissatisfied customer will make?

Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing _____.

Customer complaints communicated directly to the company and no one else are important because _____.

_____ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price.

Which of the following is NOT an alternative if a consumer decides to retain a product's package?

Bob and Stephanie purchased a new, 55-inch high-definition television, and they spent more than $1,500. After they got it home, Stephanie started feeling anxious about this purchase and wondered if they should have shopped a little more and become more informed about these types of TVs and looked at a few more alternatives than just the ones they did before purchasing this one. Stephanie is experiencing postpurchase dissonance. Explain what she can do to reduce it.

Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors?

Consumers might experience guilt by the use of a product or a service.

Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do because she has several of her bill payments set up as automatic debits. The cost of changing to another bank represents Sandy's _____.

The external ice cube chute on Cade's refrigerator door was not working properly. She could hear the ice falling into the chute, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the chute, and she couldn't get it loose. Cade decided to use a hair dryer to melt the ice, and it worked. Cade's using a hair dryer in a new way represents _____.

Most consumer purchases involve relatively high-involvement decision making, and therefore, arouse little or no postpurchase dissonance.

Define relationship marketing, and list its five key elements.

If a consumer decides to get rid of a product and/or its package, what are his or her options?

The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following?

_____ continue to buy the same brand though they do not have an emotional attachment to it.

Rod wasn't expecting much from the painters who came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing _____.

Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing _____.