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Chapter 18 Postpurchase Processes, Customer Satisfaction, and
Customer Commitment Answer Key
Multiple Choice Questions
1.
The increase in product valuation based on "mere" ownership is called
2.
Which of the following is NOT a possible outcome once a consumer is satisfied?
3.
Doubt or anxiety regarding a purchase a consumer has made is known as _____.
4.
Which of the following is true regarding 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?
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 _____.
7.
Which of the following is NOT an action a consumer may utilize to reduce dissonance?
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 _____.
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?
10.
Negative emotions or guilt feelings aroused by the use of a product or a service are referred to
as _____.
11.
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 _____.
12.
Using a product in a new way is referred to as _____.
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 _____.
14.
Using WD-40 as an additive to fish bait is an example of _______.
15.
Why must manufacturers design products with both the primary purpose and other potential
uses in mind?
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?
17.
Disposition of the product or the product's container may occur _____ product use.
18.
For which product is no disposition involved?
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?
20.
Exploding demand and short product life spans for high-tech gadgets such as cell phones,
personal computers, and various other personal electronic devices is creating growing
concerns over _____.
21.
Which disposition alternative is the most widely used by consumers?
22.
Which of the following is NOT an alternative if a consumer decides to retain a product's
package?
23.
Which of the following is an alternative once a consumer has decided to get rid of a product?
24.
Which of the following is FALSE regarding the way in which disposition decisions can affect a
firm's marketing strategy?
25.
Which type of sale occurs when one consumer sells a product directly to another with or
without the assistance of a commercial intermediary?
26.
Jon purchased an antique watch on eBay from another consumer. Which type of sale is this
known as?
27.
An outlet or brand whose performance confirms a low-performance expectation generally will
result in _____.
28.
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 _____.
29.
A brand whose perceived performance falls below expectations generally produces _____.
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 did expect it to last longer than that. Kristen most likely experienced _____.
31.
When perceptions of product performance match expectations that are at or above the
minimum performance level, _____ generally results.
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 _____.
33.
Which of the following means that the consumer is enthusiastic about a particular brand and is
somewhat immune to actions by competitors?
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 _____.
35.
Which of the following factors is the MOST likely reason consumers change providers of a
service?
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?
37.
Service employees who are uncaring, impolite, unresponsive, or unknowledgeable will cause
consumers to switch providers for which reason?
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
grocery deli. Which reason for changing providers does this represent?
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?
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?
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 ______.
42.
What are the two dimensions of performance for products?
43.
Which dimension of product performance relates to the physical functioning of the product?
44.
Leon is concerned with the reliability and durability of laptop computers he is considering
purchasing. This represents which dimension of product performance?
45.
Which dimension of product performance relates to aesthetic or image-enhancement
performance?
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?
47.
The emotional response that owning or using the product or outlet provides is known as
_____.
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 _____.
49.
What is the first decision a dissatisfied customer will make?
