At a convenience store, Brian bought a bag of chips he had never tried before. Driving
down the road, Brian opened the bag, took a bite, and realized he had purchased pork
rinds by mistake. Being a vegetarian, Brian threw away the chips. Brian felt very little
buyer's remorse and soon forgot about the experience. Why?
Paulo, owner of a local plumbing repair company, wants to improve his company's
reputation for corporate social responsibility. What could Paulo do?
Thomas has just conducted a focus group for Apple Computer Company, asking
participants their opinions regarding new features Apple is considering for its iPod
players. Apple's marketing manager wants to use the results of this focus group to
justify immediate product changes and new promotional strategies. As the marketing
researcher, how would you respond?