Chapter 18: Part 1

Question 1

Postpurchase dissonance

Answer 1

consumer reaction after making a difficult, relatively permanent decision, doubt or anxiety occurs

Question 2

The probability and magnitude of such dissonance are a function of:

Answer 2

• Degree of commitment or irrevocability of the decision
• Importance of the decision to the customer
• Difficulty of choosing among the alternatives
• Individual’s tendency to experience anxiety

Question 3

Consumers may use one or more of the following approaches after the purchase to alter the decision or reduce the dissonance:

Answer 3

• Increase the desirability of the brand purchased
• Decrease the desirability of rejected alternatives
• Decrease importance of purchase decision
• Reverse the purchase decision (return product before use)

Question 4

Consumption guilt

Answer 4

when negative emotions or guilt feelings are aroused by the use of a product or a service

Question 5

Particular alternative such as product/brand/retail outlet is chosen because

Answer 5

it was thought to be a better choice

Question 6

When brand is in consumer’s inept set, three things can drive choice:

Answer 6

1. Available alternatives do not exist, 2. Emergency situation, 3. Family decisions

Question 7

Nature of problem and percentage listing each as a reason why they switched providers:

Answer 7

Core service failure (44%), Service encounter failures (34%), Pricing (30%), Inconvenience (21%), Responses to service failure (17%), Attraction by competitors (10%), Ethical problems (7%), Involuntary switching (6%)

Question 8

Instrumental performance

Answer 8

the physical functioning of the product

Question 9

Symbolic performance

Answer 9

aesthetic or image-enhancement performance

Question 10

Affective performance

Answer 10

emotional response that owning or using a product or outlet provides

Question 11

Options available to dissatisfied consumers:

Answer 11

Take action (complain, stop buying from brand or store, etc.), Take no action (less favorable)

Question 12

Marketers should strive to minimize

Answer 12

dissatisfaction and effectively resolve dissatisfaction when it occurs

Question 13

Firms need to satisfy consumer expectations by:

Answer 13

1. Creating reasonable expectations through promotional efforts
2. Maintaining consistent quality so that reasonable expectations are fulfilled

Question 14

Acting on complaints in a timely & effective manner is

Answer 14

key to consumer satisfaction

Question 15

Retaining consumers by encouraging and responding effectively to complaints is more

Answer 15

economical than attracting new customers through advertising or other promotional activities

Question 16

Objective is to produce

Answer 16

committed or brand-loyal customers

Question 17

Repeat purchasers

Answer 17

continue to buy same brand even though they have no emotional attachment to it

Question 18

Switching costs

Answer 18

cost of finding, evaluating and adopting another solution

Question 19

Brand loyalty

Answer 19

biased behavioral response expressed over time by a decision-making unit with respect to one or more alternative brands