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1. Post-decision dissonance is a feeling of elation after a purchase.
a.
True
b.
False
ANSWER:
False
2. To reduce dissonance, a search is conducted that is designed to make the chosen alternative less attractive and the
rejected ones more attractive.
a.
True
b.
False
ANSWER:
False
3. Consumers can acquire knowledge by direct experience, which is often more marketer-controlled.
a.
True
b.
False
ANSWER:
False
4. When firms with a “sincere” brand personality suffer a product crisis, they do not have any difficulty reconnecting with
customers because consumers are less surprised by nonroutine experiences with such brands.
a.
True
b.
False
ANSWER:
False
5. Ambiguous consumption information enhances consumers’ ability to learn from experience.
a.
True
b.
False
ANSWER:
False
6. Several consumers held the belief that ClearGel creams could be used to achieve a fairer skin tone as the product’s
advertisement stated so. This belief could not be proven or disproved and is known as ambiguous information.
a.
True
b.
False
ANSWER:
True
7. A product, service, or brand that is the market leader or has a large market share is called an underdog.
a.
True
b.
False
ANSWER:
False
8. Consumers are satisfied if they perceive inequity in an exchange.
a.
True
b.
False
ANSWER:
False
9. Consumers are less likely to complain when they have the time and easy access to formal channels of communication to
do so.
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a.
True
b.
False
ANSWER:
False
10. Voicers are angry consumers who engage heavily in all types of complaining, including to a third party.
a.
True
b.
False
ANSWER:
False
11. While responding to service recovery, if consumers expect a rational response based on costs and benefits, the
business should offer a discount or some other benefit to restore some level of satisfaction.
a.
True
b.
False
ANSWER:
True
12. Word of mouth between consumers tends to have a large impact on subsequent purchase decisions because it is very
vivid.
a.
True
b.
False
ANSWER:
True
13. Market share turns out to be a strong positive predictor of a company’s future customer satisfaction, because
consumers prefer many choices in the marketplace.
a.
True
b.
False
ANSWER:
False
14. Consumers disposing of a possession of high value are likely to throw it away rather than to sell it or to give it to
someone special.
a.
True
b.
False
ANSWER:
False
15. In the context of the disposition process, the goal of the disposition to break free is to free oneself from the former
relationship.
a.
True
b.
False
ANSWER:
True
16. Consumers are likely to recycle when they perceive that the benefits outweigh the costs.
a.
True
b.
False
ANSWER:
True
17. _____ is a feeling of discomfort about whether or not the correct decision was made.
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a.
Decision adaptation
b.
Post-decision dissonance
c.
Decision anchoring effect
d.
Decision dependency
e.
Pre-decision anxiety
ANSWER:
b
18. Kimberly has been planning to purchase a digital camera for a long time. She finally makes the purchase and is happy
because she feels she has bought it at the best price. However, after using the camera, she feels doubtful about her choice.
This scenario exemplifies _____.
a.
impulsiveness
b.
response derogation
c.
post-decision dissonance
d.
response uncertainty
e.
decision disposition
ANSWER:
c
19. Post-decision dissonance can influence consumer behavior because it:
a.
creates discomfort that the consumer would like to reduce.
b.
increases the ability of the consumer to process information.
c.
increases the recall ability of the consumer for product attributes.
d.
attracts customers who are habitual buyers of other brands.
e.
decreases motivation to process information about other brands.
ANSWER:
a
20. Which of the following statements is true of post-decision dissonance?
a.
It occurs especially when motivation, ability, and opportunity (MAO) are low.
b.
It requires low involvement from a consumer.
c.
It occurs when consumers perceive a favorable comparison between two chosen options.
d.
It reduces when there is a search for additional information from sources such as experts.
e.
It increases due to an increase in confirmation bias.
ANSWER:
d
21. Ned was confused about which computer to buy. He finally purchases a Redhane computer. However, owing to his
earlier confusion, he feels uneasy even after the purchase and hence seeks information from magazines and friends who
are favorable to Redhane and unfavorable to other brands. In this scenario, Ned is probably trying to:
a.
increase brand awareness.
b.
reduce post-decision dissonance.
c.
decrease brand imaging for the other brands.
d.
enhance post-purchase regret.
e.
prevent confirmation bias.
ANSWER:
b
22. The negative feeling that one should have made another purchase, consumption, or disposition decision than one
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actually did is referred to as _____.
a.
impulsiveness
b.
purchase derogation
c.
post-consumption dissonance
d.
post-decision regret
e.
decision disposition
ANSWER:
d
23. Which of the following statements is true of post-decision regret?
a.
It occurs especially when a decision can be reversed.
b.
It occurs especially when there is a lot of information about the nonchosen alternatives.
c.
It occurs when there is a negative outcome from a chosen alternative.
d.
It occurs when there is no change from the norm or status quo.
e.
It occurs when there is a positive feeling about a disposition decision.
ANSWER:
c
24. Which of the following statements is true of regrets that are transitory?
a.
They remain with a consumer permanently.
b.
They are usually concerned with an unimportant purchase.
c.
They occur days after a purchase has been made.
d.
They are concerned with postponed feelings of repent.
e.
They are experienced by marketers rather than consumers.
ANSWER:
b
25. Consumer learning from marketer-controlled information is often limited because:
a.
of the lack in processing ability of consumers.
b.
consumers cannot relate it to their lives.
c.
it does not match consumer decision-making patterns.
d.
consumer memory retaining power is minimal.
e.
consumers perceive the message to be of low credibility.
ANSWER:
e
26. In the context of consumer learning, which of the following statements is true of direct experience?
a.
Information acquired is extremely vivid.
b.
It is highly subjected to marketing control.
c.
Information obtained is not credible.
d.
Information cannot be retained in memory for long a time.
e.
It does not have a strong influence on consumers’ future behavior.
ANSWER:
a
27. Which of the following is one of the stages that consumers must go through in testing hypotheses for learning?
a.
Motivational thinking
b.
Associative networking
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c.
Creation of biases
d.
Schematic development
e.
Encoding of evidence
ANSWER:
e
28. Rene is watching television and sees an exciting ad of a new thriller movie by her favorite director. She fondly
remembers the previous thriller movies of the director. Based on the memory, she believes that the upcoming movie is an
homage to her favorite director’s style and it would be a good movie to watch. In this scenario, Rene is _____.
a.
generating brand images
b.
creating cognitive reasoning
c.
generating a hypothesis
d.
facing pre-decision dissonance
e.
creating counterarguments
ANSWER:
c
29. Linda is watching a new television series. Although she has obtained mixed reviews about the series from her friends,
she wants to watch it for herself to reach a conclusion. While watching the show, she is able to assess whether it is worth
watching. In this scenario, Linda is trying to:
a.
generate evidence.
b.
form expectations.
c.
create counterarguments.
d.
encode the evidence.
e.
integrate prior beliefs.
ANSWER:
d
30. In the context of consumer learning, when motivation is low, consumers will:
a.
rely less on hypothesis testing.
b.
rely less on classical conditioning.
c.
generate a number of hypotheses to match the learning.
d.
rely less on operant conditioning.
e.
actively engage in the process of learning from experience.
ANSWER:
a
31. Jack has been using Candlone printer ink cartridges for almost a decade. His knowledge about this brand of printer ink
is high and he is sure that he likes the product and wants to continue using it. In the context of consumer learning, Jack:
a.
can easily collect evidence.
b.
is unlikely to generate new hypotheses.
c.
is likely to experience products vicariously.
d.
will be able to overlook his expectations.
e.
will be able to process new information.
ANSWER:
b
32. Trisha buys toiletries after careful thought and analysis. When she has to choose between Hroko detergents and
Ghikan detergents, she does not seem to analyze them much. According to her, both the detergent brands are same with
regard to performance. Moreover, she hardly has any information that distinguishes the two brands. In this scenario,
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Trisha is most probably facing:
a.
judgmental dissatisfaction.
b.
perception instability.
c.
ambiguity of information.
d.
brand dissatisfaction.
e.
post-decision dissonance.
ANSWER:
c
33. When consumers face ambiguity of information and it is hard to determine product quality, they:
a.
tend to see the product as inconsistent with their prior expectations.
b.
easily understand that the marketer is trying to be deceptive about the product.
c.
tend to easily approve the information by experiencing the product.
d.
tend to support hypotheses of the product derived from advertising or word of mouth.
e.
find attribute recall for the product very easy and long lasting.
ANSWER:
d
34. Akjoine oil, used to relieve muscle pains, was also believed to be highly effective against sun burns for many years.
This belief was strongly followed by consumers primarily because these claims could not be disconfirmed by usage. This
is an example of consumers supporting hypotheses derived from advertising because:
a.
the memory for attributes is high.
b.
the memory for brand evaluations is high.
c.
the post-purchase dissonance is stable.
d.
the motivation to process information is high.
e.
the consumption experience is ambiguous.
ANSWER:
e
35. When evidence is ambiguous, confirmation bias and overconfidence can lead consumers to:
a.
avoid both negative and highly diagnostic information.
b.
disconfirm prior beliefs instantly without analysis.
c.
switch between brands and type of products rapidly.
d.
recall highly vivid information.
e.
avoid marketing stimulus.
ANSWER:
a
36. _____ are advantageous to top dogs because consumers will simply confirm existing beliefs and expectations and be
overconfident, particularly when the motivation to learn is low.
a.
Avoidance biases
b.
Limitations to learning
c.
Withdrawal symptoms
d.
Bad product experiences
e.
Ambiguity biases
ANSWER:
b
37. When consumers are highly motivated to learn, the top dog can encourage consumers not to acquire new information,
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which is called _____.
a.
infill of information
b.
creating a temporary framework
c.
agenda regeneration
d.
blocking exposure to evidence
e.
hurdles to experience
ANSWER:
d
38. When a consumer is highly motivated to learn, and evidence about the top dog is unambiguous, the marketer simply
needs to try:
a.
encoding the evidence.
b.
creating a framework.
c.
reinforcing the competitive brands.
d.
blocking exposure to evidence.
e.
explaining the experience.
ANSWER:
e
39. Which of the following statements is true of underdogs?
a.
They can easily overcome consumer overconfidence and confirmation biases, without possessing any distinct
advantage.
b.
They can instigate learning through comparisons of their brand with the market leader, when consumers are
not motivated.
c.
They fail to provide product trials when consumer motivation is low and the evidence is unambiguous.
d.
They cannot use promotions to provide an actual experience for consumers.
e.
They fail to provide positive learning to consumers because the evidence from experiences cannot be
generated.
ANSWER:
b
40. Walkane Juices is planning to launch a line of flavored beverages. It encourages consumers to take a “$1,000,000
Taste Challenge.” According to the challenge, every consumer who is able to identify the flavor with just a sip of the
beverage has a chance to win a holiday. In this scenario, Walkane Juices is an underdog which is trying to:
a.
block consumers from being exposed to evidence.
b.
increase ambiguous information.
c.
use promotions to get consumers to try the brand.
d.
avoid comparisons with the market leader.
e.
maximize post-decision dissonance.
ANSWER:
c
41. The feeling that a purchase decision, consumption experience, or disposition decision meets or exceeds one’s
expectations is referred to as _____.
a.
resentment
b.
dissonance
c.
the imaging criterion
d.
the tolerance power
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e.
satisfaction
ANSWER:
e
42. In the context of customer satisfaction, low-involvement consumers:
a.
express high satisfaction immediately after a purchase.
b.
develop hypotheses to test product performance.
c.
extensively evaluate product attributes and features.
d.
rely on others to make good choices for them.
e.
exhibit satisfaction that increases over time after a purchase.
ANSWER:
e
43. Sally loves to paint. She recently sold some of her paintings and received good reviews. She feels happy with her
decision to sell her paintings. In this scenario, Sally’s feeling of content exemplifies _____.
a.
satisfaction
b.
brand congruence
c.
expectation disconfirmation
d.
image matching
e.
dissonance
ANSWER:
a
44. The feeling that consumers experience such as distress, sadness, regret, disgust, or anger after a purchase decision,
consumption experience, or disposition decision is referred to as _____.
a.
goal congruence
b.
dissatisfaction
c.
expectation confirmation
d.
withdrawal
e.
schema disconnection
ANSWER:
b
45. Fred, who had carried out an extensive evaluation of Geronite computers right before its purchase, felt a high level of
satisfaction with his new computer. However, his satisfaction steadily declined over time. In this scenario, Fred can be
referred to as a _____.
a.
low-power consumer
b.
high-involvement consumer
c.
low-involvement consumer
d.
high-power consumer
e.
risk averse consumer
ANSWER:
b
46. Ying purchased a new brand of laundry detergent. When she used the detergent for the first time, she was highly
frustrated because of its bad odor. However, over time, she becomes satisfied with the detergent’s performance as it
removes stains effectively. In this scenario, Ying can be referred to as a _____.
a.
brand addictive consumer
b.
high-involvement consumer
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c.
low-involvement consumer
d.
brand independent consumer
e.
risk averse consumer
ANSWER:
c
47. Which of the following statements is true of satisfied customers?
a.
They are not willing to pay high prices.
b.
They cannot remain brand loyal for long.
c.
They do not share information with other consumers.
d.
They can be retained easily by marketers.
e.
They can be easily attracted to competitive brands.
ANSWER:
d
48. In the context of the disconfirmation paradigm, _____ are desired or anticipated product/service outcomes and include
“pre-consumption beliefs about overall performance, or . . . the levels or attributes possessed by a product (service).”
a.
possessions
b.
cognitions
c.
expectations
d.
performances
e.
absolutions
ANSWER:
c
49. Nathan was recently gifted a video game by his aunt. He did not think the game would be entertaining and reluctantly
accepted the gift. However, when he played the game, he was pleasantly surprised. It had better graphics than he expected
and was highly entertaining. In this scenario, Nathan is experiencing _____.
a.
positive disconfirmation
b.
negative disconfirmation
c.
motivational appeal
d.
goal reinforcement
e.
bias reinforcement
ANSWER:
a
50. Negative disconfirmation occurs when:
a.
satisfaction levels are higher than expected.
b.
performance is worse than expected.
c.
information retrieval is low.
d.
there is a role-enhancement failure.
e.
there is a positive confirmation bias.
ANSWER:
b
51. In the context of the disconfirmation paradigm, performance indicates:
a.
consumers’ perceptions of a risk.
b.
role of ambiguity in production.
c.
rightful thoughts about casualty and fairness.
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d.
whether the expected outcomes have been achieved.
e.
the causes of post-decision dissonance.
ANSWER:
d
52. When performance is _____, it is based on the actual performance, which is fairly constant across consumers.
a.
subjective
b.
individualized
c.
universal
d.
personified
e.
objective
ANSWER:
e
53. Attribution theory describes:
a.
how individuals find explanations for events.
b.
marketing strategies for consumers with low motivation.
c.
how cognitive dissonance occurs.
d.
the relationship between attitudes and behavior.
e.
how brand loyalty occurs.
ANSWER:
a
54. Ted discovered that the white dust on his donuts was not powdered sugar but mold. When he returned the donuts to
the supermarket he purchased them from, the manager there gave him two new boxes of donuts for free and explained that
the problem was temporary and that the products came from the supplier and, therefore, was not under the supermarket’s
control. This scenario exemplifies:
a.
schematic theory.
b.
cause-and-effect modeling.
c.
functionalist theory.
d.
sociological modeling.
e.
attribution theory.
ANSWER:
e
55. _____ is a theory about the fairness of exchanges between individuals, which helps in understanding consumer
satisfaction and dissatisfaction.
a.
Schematic theory
b.
Conflict theory
c.
Equity theory
d.
Functionalist theory
e.
Social learning theory
ANSWER:
c
56. Laura used to go to a restaurant near her home. During her past few visits to the restaurant, the staff were rude and the
food was served cold, even though she would always include a generous tip with the bill. This scenario exemplifies
_____, according to which Laura did not perceive fairness in the exchange.
a.
schematic theory
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b.
cause-and-effect modeling
c.
cognitive dissonance
d.
equity theory
e.
attribution theory
ANSWER:
d
57. According to _____, consumers form perceptions of their own inputs and outputs into a particular exchange and
compare these perceptions with their perceptions of the inputs and outputs of the salesperson, dealer, or company.
a.
attribution theory
b.
schematic theory
c.
functionalist theory
d.
integration theory
e.
equity theory
ANSWER:
e
58. For equity to occur, a buyer must perceive that:
a.
the product or service meets expectations.
b.
there is a fairness in an exchange.
c.
the complete control of the product is with the marketer.
d.
the locus of control of a problem is with the customer.
e.
the product is beyond evaluation.
ANSWER:
b
59. Which of the following is a difference between equity theory and the disconfirmation paradigm?
a.
Equity theory is used for positive evaluations of a product where the customer is satisfied, whereas
disconfirmation paradigm is used to identify negative features of a product that dissatisfies consumers.
b.
Equity theory concerns the nature of exchanges between competitive marketers and their perceptions, whereas
disconfirmation paradigm concerns the nature of exchanges between individuals and their perceptions.
c.
Equity theory focuses on the consumer‘s inputs and outputs versus those of others, whereas the
disconfirmation paradigm focuses on the consumer’s predictions and experiences.
d.
Equity theory occurs when there is a discrepancy between consumers’ prior expectations and the product’s
actual performance, whereas disconfirmation paradigm occurs when consumers achieve satisfaction levels
higher than expected.
e.
Equity theory deals with consumer satisfaction that is transaction specific, whereas disconfirmation paradigm
deals with consumer satisfaction that is relation-specific.
ANSWER:
c
60. In the context of mispredictions about emotions, which of the following statements is true of negative performance
disconfirmation?
a.
It occurs when a product makes a consumer feel worse than what it was forecasted to be.
b.
It occurs when a product has been tried and evaluations do not match reviews.
c.
It occurs when consumers do not care about outcomes because they already have strong biases.
d.
It occurs when a product fails to perform how a consumer thought it would.
e.
It occurs when consumers do not switch because they are loyal to a brand.
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ANSWER:
d
61. In the context of responses to dissatisfaction, complaining is:
a.
less likely as the level of dissatisfaction increases.
b.
more likely when motivation, ability, and opportunity are high.
c.
more likely when the severity of a problem decreases.
d.
less likely when the fairness of an exchange is higher.
e.
more likely when the offering is insignificant and time consuming.
ANSWER:
b
62. Which of the following types of complainers are likely to complain directly to the retailer or service provider?
a.
Passives
b.
Voicers
c.
Actuators
d.
Socialists
e.
Individualists
ANSWER:
b
63. In the context of service recovery, which of the following should businesses do when customers respond aggressively
to a problem?
a.
Remind customers of their contract of purchase
b.
Give customers choices to allow them to feel in control of the situation
c.
Give customers a rational response explaining the situation
d.
Offer customers a discount on all the products to rebuild their satisfaction levels
e.
Sincerely apologize to the customers
ANSWER:
b
64. Negative word-of-mouth communication is more likely to occur when consumers:
a.
perceive that the problem is severe.
b.
face problems that are unstable.
c.
repeatedly purchase products of a single brand.
d.
make purchase decisions that are not credible.
e.
are satisfied with the company’s responsiveness.
ANSWER:
a
65. Customer retention:
a.
refers to the word-of-mouth communication that focuses on reasons why consumers like or dislike owning or
using an offering.
b.
is the practice of working to satisfy customers with the intention of developing long-term relationships with
them.
c.
refers to the positive disconfirmation of warranty and service expectations.
d.
refers to the well-defined beliefs and expectations that result in hypotheses generation.
e.
is the result of post-decision dissonance and post-decision regret.
ANSWER:
b
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66. Disposition refers to:
a.
consumers’ elevated mood levels.
b.
getting rid of meaningless or used-up items.
c.
using products after acquisition.
d.
acquiring products to improve one’s mood.
e.
marketing strategies used to retain consumers.
ANSWER:
b
67. In the context of the personal form of voluntary disposition of possessions, _____ is the primary beneficiary.
a.
the giver
b.
the recipient
c.
the society
d.
a collective activist group
e.
a non-profit organization
ANSWER:
a
68. The intent of _____ is to cling to possessions with the hope that a relationship can be repaired.
a.
disposition for imaging
b.
disposition to hold on
c.
disposition to complain
d.
disposition for loyalty
e.
disposition to break free
ANSWER:
b
69. Explain post-decision dissonance and how it can be reduced.
ANSWER:
Responses will vary.
70. Briefly explain how consumers engage in a process of hypothesis testing.
ANSWER:
Responses will vary.
71. Briefly discuss the factors that affect consumers’ learning from experience.
ANSWER:
Responses will vary.
72. Discuss how ambiguity of the information environment affects consumers’ ability to learn from experience.
ANSWER:
Responses will vary.
73. Discuss how processing biases can be a hurdle to the consumer learning process.
ANSWER:
Responses will vary.
74. Compare and contrast top-dog strategies and underdog strategies.
ANSWER:
Responses will vary.
75. Satisfaction and dissatisfaction can lead to different behaviors. Describe these differences.
ANSWER:
Responses will vary.
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76. Briefly explain the disconfirmation paradigm.
ANSWER:
Responses will vary.
77. Briefly explain how individuals find explanations for events using attribution theory.
ANSWER:
Responses will vary.
78. Briefly explain equity theory.
ANSWER:
Responses will vary.
79. Briefly explain the positive and negative post-decision emotions.
ANSWER:
Responses will vary.
80. In the context of mispredictions about emotions, briefly explain affective forecasting.
ANSWER:
Responses will vary.
81. Describe the different types of complainers and how each responds to dissatisfaction.
ANSWER:
Responses will vary.
82. Describe how negative word-of-mouth affects marketers.
ANSWER:
Responses will vary.
83. Briefly explain the customer-retention strategy.
ANSWER:
Responses will vary.
84. In the context of disposition, briefly discuss the differences between emotional detachment and physical detachment.
ANSWER:
Responses will vary.
85. In the context of disposition, describe motivation and opportunity to recycle.
ANSWER:
Responses will vary.