Chapter 14: Consumption to Satisfaction
TRUE/FALSE
1. Durable goods are goods that are consumed over extremely short periods of time.
2. A refrigerator is an example of a durable good.
3. Nondurable goods are consumed over a long duration.
4. Consumption frequency refers to the number of consumers consuming the same product or service in a
given geographic location.
5. Services and experiences are usually classified as durable by default.
6. Authenticity means something (including an experience) is real, genuine, and unique, and has a history
or tradition.
7. The consumption of synthetic experiences adds value over the consumption of authentic things
particularly when the consumption environment contains high degrees of symbolism.
8. The process through which cultural meaning is transferred to a product and onto the consumer is called
meaning transference.
9. Meaning transference begins with culture.
10. Emotions influence consumer behavior only after the consumption of a product or service.
11. Initiatives that increase customer satisfaction always improve top-line performance.
12. Consumer satisfaction is a mild, positive emotional state resulting from a favorable appraisal of a
consumption outcome.
13. Consumer satisfaction is a preconsumption phenomenon.
14. Satisfaction as an emotion is extremely strong and creates relatively strong behavioral reactions.
15. Consumer dissatisfaction can be defined as a mild, negative affective reaction resulting from an
unfavorable appraisal of a consumption outcome.
16. Satisfaction is the only postconsumption reaction that exists.
17. A consumer with low satisfaction exhibits much more noticeable and persistent behavior than does an
angry consumer.
18. The basic disconfirmation model proposes that consumers enter into a consumption experience with
predetermined cognitive expectations of consumption.
19. Negative disconfirmation leads to consumer satisfaction by disconfirming negative expectations
associated with the product.
20. Positive disconfirmation leads to consumer dissatisfaction by disconfirming the positive expectations
associated with the product under consideration.
21. If performance perceptions exactly match what was expected, neutral disconfirmation is said to occur.
22. Expectations are preconsumption beliefs concerning what will occur during an exchange and/or
consumption of a product.
23. With low involvement, high expectations will be associated directly with increased dissatisfaction, and
low expectations will be associated directly with increased satisfaction.
24. Hope is a fundamental emotion evoked by positive, anticipatory appraisals which signal uncertainty
about a positive outcome.
25. Consumers who frame expectations based on what ought to happen show a greater tendency toward
being satisfied relative to consumers who experience anticipatory hope.
26. Expectations about what a consumer thinks will actually occur during an experience are also known as
normative expectations.
27. Equitable expectations are expectations of what a consumer thinks should happen given past
experiences with a product or service.
28. Ideal expectations are expectations about what a consumer really wants to happen during an
experience if everything were ideal.
29. Expectations that a consumer forms regarding what he or she thinks should happen given the level of
work that he or she has put into the experience are known as predictive expectations.
30. When a consumer has no previous experience or expectation regarding a product, then perception
directly influences satisfaction.
31. Research has indicated that when expectations are held with a strong degree of confidence, both
disconfirmation and performance perceptions affect satisfaction.
32. When expectations lack a strong degree of confidence, satisfaction is less strongly influenced by
perceived performance.
33. The tendency for expectations to guide performance perceptions is called confirmatory bias.
34. The confirmatory bias works in conjunction with the self-perception theory.
35. Self-perception theory states that consumers are motivated to act in accordance with their attitudes and
behaviors.
36. Service quality is often discussed as the difference between consumer expectations of different service
aspects and the actual service that is delivered.
37. Service quality can be thought of as the overall goodness or badness of a service provided.
38. Desires are the level of a particular benefit that will lead to a valued end state.
39. Equity theory proposes that consumers are satisfied with their own level of inputs and outcomes in an
exchange and make no effort to compare them with that of another party.
40. An inequitable exchange can occur when a consumer believes that he or she has been taken advantage
of by a company or when another customer has been treated more favorably.
41. The term distributive fairness refers to the way a consumer judges the outcomes of an exchange.
42. The term interactional fairness captures how fairly a consumer believes he/she is treated when dealing
with service personnel in resolving some issue.
43. Attribution theory focuses on explaining why a certain event has occurred.
44. The locus element of the attribution theory involves judgments of whether the outcome was
controllable or not.
45. A self-ascribed event occurs when a consumer blames himself or herself for a bad event.
46. Cognitive dissonance refers to lingering doubts about a decision that has already been made.
47. Analysis of typical consumer responses to a direct, global measure scale indicates that the data are
right skewed.
48. Packrats possess a lifestyle trait leading to a strong tendency toward retaining consumption-related
possessions.
49. Consumer refuse is any packaging that is no longer necessary for consumption to take place or, in
some cases, the actual good that is no longer providing value to the consumer.
50. Trashing cuts down on garbage while providing raw materials for other new products.
MULTIPLE CHOICE
1. Goods that are consumed over long periods of time are known as _____ goods.
a.
degradable
b.
nondurable
c.
perishable
d.
durable
e.
virtual
2. Automobiles and refrigerators are examples of _____ goods.
a.
durable
b.
nondurable
c.
perishable
d.
recyclable
e.
degradable
3. Which of the following is an example of a durable good?
a.
An air conditioner
b.
A bottle of water
c.
A facial cream
d.
A toilet paper roll
e.
A bottle of perfume
4. Goods that are consumed quickly are known as _____ goods.
a.
durable
b.
nondurable
c.
recyclable
d.
nondegradable
e.
nonperishable
5. Which of the following is an example of a nondurable good?
a.
An air conditioner
b.
A bottle of water
c.
Furniture
d.
A washing machine
e.
Cutlery
6. Soft drinks and facial tissues are examples of _____ goods.
a.
durable
b.
nondurable
c.
virtual
d.
nondegradable
e.
nonperishable
7. Services and experiences are usually classified as _____ by default.
a.
durable
b.
nondurable
c.
nonperishable
d.
degradable
e.
recyclable
8. The number of times a product or service is consumed in a given time period is known as consumption
_____.
a.
amount
b.
value
c.
replacement
d.
replenishment
e.
frequency
9. Jake has a passion for collecting old watches. He’s particularly interested in those from the 1920s
because they have a history behind them. He has learned that some of them are fake. Therefore, he
takes the watches to an appraiser to ensure that they are genuine before he agrees to purchase them.
Jake is concerned with the _____ of the watches.
a.
canonicity
b.
periodicity
c.
reliability
d.
stability
e.
authenticity
10. The process through which cultural ideals or values are shifted into products and then to consumers is
known as _____.
a.
consumption frequency
b.
cognitive dissonance
c.
meaning transference
d.
distributive fairness
e.
positive disconfirmation
11. Prior to the 1930s, diamond engagement rings did not enjoy much significance in the United States.
However, persistent promotions by diamond companies such as associating diamond as symbolic of
the “forever” element in marriage, diamond engagement rings have now become the norm, so much so
that now, it has become a cultural requirement. Which of the following accounts for the cultural
significance gained by diamond engagement rings?
a.
Distributive fairness
b.
Meaning transference
c.
Consumption frequency
d.
Positive disconfirmation
e.
Cognitive dissonance
12. _____ is a mild, positive emotional state resulting from a favorable appraisal of a consumption
outcome.
a.
Cognitive dissonance
b.
Cognitive transference
c.
Consumer attribution
d.
Consumer satisfaction
e.
Neutral disconfirmation
13. Which of the following statements is true of consumer satisfaction?
a.
It is a relatively enduring consumer trait.
b.
It results from an unfavorable appraisal of a consumption outcome.
c.
It is a postconsumption phenomenon as it is a reaction to an outcome.
d.
It is a strong emotion that creates relatively strong behavioral reactions.
e.
It functions as the single existing postconsumption emotion for consumers.
14. A mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome
is known as consumer _____.
a.
dissatisfaction
b.
disgust
c.
regret
d.
dissonance
e.
disconfirmation
15. Which of the following theories proposes that consumers enter into a consumption experience with
predetermined cognitive expectations of consumption against which the actual perceptions are judged?
a.
Cognitive attribution theory
b.
Expectancy/disconfirmation theory
c.
Path-goal theory
d.
Equity theory
e.
Balance theory
16. According to the expectancy/disconfirmation theory, when performance perceptions are more positive
than what was expected, _____ occurs.
a.
positive disconfirmation
b.
negative disconfirmation
c.
dissatisfaction
d.
confirmation
e.
positive expectation
17. According to the expectancy/disconfirmation theory, when performance perceptions do not meet
expectations, _____ occurs.
a.
confirmation
b.
positive disconfirmation
c.
neutral disconfirmation
d.
negative disconfirmation
e.
satisfaction
18. Which of the following leads to consumer satisfaction?
a.
Positive disconfirmation
b.
Negative disconfirmation
c.
Neutral confirmation
d.
Reverse expectation
e.
Perceptual expectation
19. According to the expectancy/disconfirmation theory, when performance perceptions exactly match
what was expected, then _____ occurs.
a.
positive disconfirmation
b.
negative disconfirmation
c.
confirmation
d.
dissatisfaction
e.
reverse expectation
20. Preconsumption beliefs concerning what will occur during an exchange and/or consumption of a
product are known as _____.
a.
premeditations
b.
perceptions
c.
confirmations
d.
temptations
e.
expectations
21. Jane is eagerly looking forward to attend the summer festival that will take place over the next few
weeks as she believes that it will be a fun event. Jane’s belief is a reflection of her _____ from the
event.
a.
substantiations
b.
expectations
c.
premeditations
d.
confirmations
e.
temptations
22. Which of the following is a fundamental emotion evoked by positive, anticipatory appraisals which
signal uncertainty about a positive outcome?
a.
Curiosity
b.
Desire
c.
Hope
d.
Anxiety
e.
Surprise
23. Expectations are the cognitive component of _____.
a.
dissonance
b.
confirmation
c.
anticipation
d.
consumption frequency
e.
meaning transference
24. Patty saw a product at a spa that claimed it was a “facelift in a bottle.” She asked the salesclerk if the
claim was true. The salesclerk guaranteed Patty that the effects would be visible if the product was
used regularly. Patty paid $69.95 for the product and took it home anticipating a positive result from
using it. Which of the following best reflects Patty’s expectation from the product?
a.
Respite
b.
Hope
c.
Anxiety
d.
Surprise
e.
Relief
25. Which of the following is a fundamental emotion evoked by negative, anticipatory appraisals which
signal uncertainty about a negative outcome?
a.
Envy
b.
Fear
c.
Hope
d.
Surprise
e.
Anger
26. Expectations that form about what a consumer thinks will actually occur during an experience are
called _____ expectations.
a.
predictive
b.
normative
c.
equitable
d.
ideal
e.
relative
27. Edward, who is planning to get himself a pre-owned car, did not visit any dealerships as he expects a
good deal from his friend who sells pre-owned cars. Edward’s expectation is an example of a(n) _____
expectation.
a.
relative
b.
predictive
c.
ideal
d.
equitable
e.
normative
28. Expectations of what a consumer thinks should happen given past experiences with a product or
service are called _____ expectations.
a.
relative
b.
predictive
c.
ideal
d.
normative
e.
equitable
29. When James’s friend bought a convertible from a particular automobile company, James was
apprehensive because he had had a bad experience with a car from the same company. James’
apprehension toward his friend’s purchase is an example of a(n) _____ expectation.
a.
relative
b.
ideal
c.
equitable