Chapter 18 Test Bank
1. The increase in product valuation based on “mere” ownership is called
A. loyalty.
B. mere touch.
C. the endowment effect.
D. the IKEA effect.
E. the compromise effect.
2. Which of the following is not a possible outcome once a consumer is satisfied?
A. committed customer
B. discontinued use
C. repeat purchases
D. increased use
E. All of these choices are possible outcomes.
3. Doubt or anxiety regarding a purchase a consumer has made is known as
A. postpurchase worry.
B. postpurchase guilt.
C. postpurchase dissonance.
D. postpurchase shame.
E. postpurchase fear.
18-2
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 18-02 Define and discuss post-purchase dissonance.
Topic: Postpurchase Dissonance
4. Which of the following is true regarding postpurchase dissonance?
A. All consumer purchase decisions are followed by postpurchase dissonance of some sort.
B. The importance of the decision to the consumer is one factor that influences the probability and magnitude of
postpurchase dissonance.
C. The individual’s tendency to experience anxiety is not related to postpurchase dissonance.
D. The easier it is to alter the decision, the more likely postpurchase dissonance will be.
E. Nominal decision making usually results in the greatest magnitude of postpurchase dissonance.
5. The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such
dissonance, is a function of which of the following?
A. The degree of commitment or irrevocability of the decision.
B. The importance of the decision to the consumer.
C. The difficulty of choosing among the alternatives.
D. The individual’s tendency to experience anxiety.
E. All of these choices are correct.
6. 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
A. postpurchase worry.
B. postpurchase guilt.
C. postpurchase dissonance.
D. postpurchase shame.
E. postpurchase fear.
7. Which of the following is not an action a consumer may utilize to reduce dissonance?
A. Increase the desirability of the brand purchased.
B. Decrease the desirability of rejected alternatives.
C. Decrease the importance of the purchase decision.
D. Reverse the purchase decision (return the product before use).
E. Increase the importance of alternatives that were not considered in the purchase initially.
8. Carla continued to search for information on cars even after she purchased one. She would go over her decision in
her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people
drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to
reduce
A. consumption guilt.
B. postpurchase dissonance.
C. postpurchase shame.
D. postpurchase fear.
E. consumption anxiety.
9. Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started
regretting that she spent so much and she wasn’t sure she liked the furniture. To make herself feel better, she told
herself that the other furniture she was considering really wasn’t that good and probably would not last as long as the
furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance?
A. increasing the desirability of the brand purchased.
B. decreasing the desirability of rejected alternatives.
C. decreasing the importance of the purchase decision.
D. reversing the purchase decision.
E. increasing the importance of the purchase decision.
10. Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as
A. postpurchase anxiety.
B. consumption guilt.
C. consumption anxiety.
D. postpurchase dissonance.
E. consumption dissonance.
11. Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura RLX, 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
A. postpurchase anxiety.
B. consumption guilt.
C. consumption anxiety.
D. postpurchase dissonance.
E. consumption dissonance.
12. Using a product in a new way is referred to as
A. counterfactual thinking.
B. prefactual thinking.
C. use innovativeness.
D. usage expansion.
E. extended use thinking.
18-6
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 18-03 Discuss the issues surrounding product use and nonuse and their importance to marketers.
Topic: Product Use
13. 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
A. counterfactual thinking.
B. prefactual thinking.
C. use innovativeness.
D. usage expansion.
E. extended use thinking.
14. Using WD-40 as an additive to fish bait is an example of
A. counterfeit thinking.
B. prefactual thinking.
C. use innovativeness.
D. usage expansion.
E. extended use thinking.
15. Why must manufacturers design products with both the primary purpose and other potential uses in mind?
A. consumers demand it
B. competition requires it
C. to be able to promote secondary uses
D. stringent product liability laws
E. to save on research and development costs
16. Which of the following occurs when a consumer actively acquires a product that is not used or used only
sparingly relative to its potential use?
A. consumption guilt
B. nonconsumption guilt
C. product nonuse
D. counterfactual thinking
E. prefactual thinking
17. Disposition of the product or the product’s container may occur __________ product use.
A. during
B. after
C. before
D. during and after
E. during, after, and before
18-8
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 18-04 Summarize disposition options and their relevance to marketers and public policy.
Topic: Disposition
18. For which product is no disposition involved?
A. ice cream cone
B. laundry detergent
C. soft drink
D. clothing
E. electronics
19. Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn’t
know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the
following with regard to the paint?
A. purchase
B. use
C. disposition
D. consumption
E. product nonuse
20. Exploding demand and short product life-spans for high-tech gadgets such as mobile phones, personal
computers, and various other personal electronic devices is creating growing concerns over
A. e-waste.
B. poisonous waste.
C. hazardous waste.
D. reusable waste.
E. recyclable waste.
21. Which disposition alternative is the most widely used by consumers?
A. trade in
B. recycle
C. throw away
D. give away
E. sell
22. Which of the following is not an alternative if a consumer decides to retain a product’s package?
A. store it
B. use it for original purpose
C. recycle it
D. use it for a new purpose
E. All of these choices are alternatives in this situation.
18-10
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 18-04 Summarize disposition options and their relevance to marketers and public policy.
Topic: Disposition
23. Which of the following is an alternative once a consumer has decided to get rid of a product?
A. sell it
B. give it away
C. loan it to someone
D. throw it away
E. All of these choices are correct.
24. Which of the following is false regarding the way in which disposition decisions can affect a firm’s marketing
strategy?
A. For most durable goods, consumers are reluctant to purchase a new item until they have “gotten their money’s
worth” from the old one.
B. Disposition sometimes must occur before acquisition of a replacement because of space or financial limitations.
C. Frequent decisions by consumer to sell, trade, or give away used products results in a large used-product market
that can reduce the market for new products.
D. The United States is a completely throwaway society, and consumers are willing to purchase new products
without concern for waste.
E. Environmentally sound disposition decisions benefit society as a whole and thus the firms that are part of that
society.
25. Which type of sale occurs when one consumer sells a product directly to another with or without the assistance
of a commercial intermediary?
A. direct-to-consumer sale
B. consumer-to-consumer sale
C. personal sale
D. private sale
E. direct marketing
26. Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as?
A. direct-to-consumer sale
B. consumer-to-consumer sale
C. personal sale
D. private sale
E. electronically-mediated sale
27. An outlet or brand whose performance confirms a low-performance expectation generally will result in
A. satisfaction.
B. dissatisfaction.
C. nonsatisfaction.
D. elation.
E. anger.
18-12
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 18-05 Explain the determinants and outcomes of satisfaction and dissatisfaction.
Topic: The Evaluation Process
28. Rod wasn’t expecting much from the painters that 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
A. satisfaction.
B. dissatisfaction.
C. nonsatisfaction.
D. elation.
E. anger.
29. A brand whose perceived performance falls below expectations generally produces
A. satisfaction.
B. dissatisfaction.
C. nonsatisfaction.
D. elation.
E. fear.
30. Kristen purchased a chair and ottoman from a national chain furniture store. After only six months, the fabric
started to fade and tear in some spots. While she didn’t spend much money on this chair, she also didn’t expect it to
last very long. Kristen most likely experienced
A. satisfaction.
B. dissatisfaction.
C. nonsatisfaction.
D. elation.
E. guilt.
31. When perceptions of product performance match expectations that are at or above the minimum performance
level, __________ generally results.
A. satisfaction
B. dissatisfaction
C. nonsatisfaction
D. elation
E. surprise
32. Jose and his family, all Mexican by birth, went to dine at a new Mexican restaurant in Houston, which is home
to many outstanding Mexican restaurants. They were expecting authentic Mexican food, and they got it. They most
likely experienced
A. satisfaction.
B. dissatisfaction.
C. amazement.
D. nonsatisfaction.
E. surprise.
33. Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat
immune to actions by competitors?
A. satisfaction
B. commitment
C. market maven
D. brand leverage
E. brand fanatic
34. Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their
expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This
is an illustration of
A. nonsatisfaction.
B. extended decision making.
C. commitment.
D. relationship marketing.
E. customer value.
35. Which of the following factors is the most likely reason consumers change providers of a service?
A. core service failure
B. service encounter failure
C. pricing
D. attraction by competitors
E. ethical problems
36. Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his
reservation, and he was unable to get a room. He decided then that he would never use this service again. Which
reason for changing providers does this represent?
A. core service failure
B. service encounter failure
C. pricing
D. attraction by competitors
E. ethical problems
18-16
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 18-05 Explain the determinants and outcomes of satisfaction and dissatisfaction.
Topic: The Evaluation Process
37. Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to
switch providers for which reason?
A. core service failure
B. service encounter failure
C. pricing
D. attraction by competitors
E. ethical problems
38. Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though,
and it is pretty far away. She goes that direction on Saturdays for her daughter’s music lesson, but by the time it’s
over and she’s heading home, the store is already closed. Sometimes she brings a cooler and stops there before her
daughter’s lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the
local grocery deli. Which reason for changing providers does this represent?
A. involuntary switching
B. responses to service failures
C. pricing
D. inconvenience
E. ethical problems
39. Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager
came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had
by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers
does this represent?
A. involuntary switching
B. responses to service failures
C. pricing
D. attraction by competitors
E. ethical problems
40. Renee has been going to the same dentist for years. However, her employer changed her dental insurance plan,
and her dentist was not part of the plan. She had to switch to an approved dentist. Which reason for changing
providers does this represent?
A. involuntary switching
B. responses to service failures
C. pricing
D. attraction by competitors
E. ethical problems
41. Failure on a given product or service characteristic often has a stronger effect on consumers than success on that
same characteristic. This is known as
A. technology bias.
B. service design flaw.
C. customer failure.
D. negativity bias.
E. financial failure.
42. What are the two dimensions to performance for products?
A. instrumental and symbolic
B. latent and manifest
C. immediate and delayed
D. direct and indirect
E. consummatory and instrumental
43. Which dimension of product performance relates to the physical functioning of the product?
A. affective
B. direct
C. instrumental
D. attributional
E. consummatory
18-19
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 18-05 Explain the determinants and outcomes of satisfaction and dissatisfaction.
Topic: The Evaluation Process
44. Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This
represents which dimension of product performance?
A. affective
B. direct
C. instrumental
D. symbolic
E. consummatory
45. Which dimension of product performance relates to aesthetic or image-enhancement performance?
A. affective
B. direct
C. instrumental
D. symbolic
E. consummatory
46. Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm,
she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension
of product performance?
A. affective
B. direct
C. instrumental
D. symbolic
E. consummatory
47. The emotional response that owning or using the product or outlet provides is known as
A. affective performance.
B. direct performance.
C. instrumental performance.
D. symbolic performance.
E. consummatory performance.
48. Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and
came out saying “we’re so glad she married Mr. Darcy!” This movie provided them with
A. affective performance.
B. direct performance.
C. instrumental performance.
D. symbolic performance.
E. consummatory performance.