Marketing Final Exam

Dissatisfaction b temporal distortion c perceptual

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Unformatted text preview: s is referred to as: a. cognitive dissonance b. psychological discomfort c. affect referral d. perceptual imbalance e. dissatisfaction ANS: A This is the definition of cognitive dissonance. PTS: 1 REF: 80 Thinking KEY: CB&E Model Customer OBJ: 06-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 28. Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary. Andrea is anxious about the trip, afraid Bill will not like her choice of location and worried she spent too much money. Andrea is experiencing: a. selective dissatisfaction b. temporal distortion c. perceptual disharmony d. cognitive dissonance e. self-actualization involvement ANS: D Cognitive dissonance is the term for postpurchase tension and anxiety. PTS: 1 REF: 80 Thinking KEY: CB&E Model Customer OBJ: 06-3 TOP: AACSB Reflective MSC: BLOOMS Application 29. Miller has just purchased a new Allez A1 Specialized bicycle for $1,000. Miller realizes that the Allez A1 costs more than most bikes, and even at that price it doesn’t come with a set of pedals. Although other brands of bicycles cost much less than the Allez A1, Miller tells himself that the Allez A1 is more comfortable and has greater durability than most road bikes. As Miller wonders if he made the right purchase decision, he is experiencing: a. attribute remorse b. cognitive dissonance c. evaluation distortion d. consumer cognition e. perceptual disharmony ANS: B Cognitive dissonance is an inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions. PTS: 1 REF: 80 Thinking KEY: CB&E Model Customer OBJ: 06-3 TOP: AACSB Reflective MSC: BLOOMS Application 30. All of the following are ways consumers can reduce cognitive dissonance EXCEPT: a. justifying the decision b. seeking new information c. sending a letter to the marketer d. avoiding contradictory information e. returning the product ANS: C Cognitive dissonance is the inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions. PTS: 1 REF: 81 Thinking KEY: CB&E Model Customer OBJ: 06-3 TOP: AACSB Reflective MSC: BLOOMS Analysis 31. How can marketers reduce consumers’ cognitive dissonance? a. Offer guarantees b. Offer sales promotions c. Avoid contradictory information d. Change the product e. Ignore it ANS: A Cognitive dissonance is an inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions, and marketers can reduce it by sending a postpurchase thank you or letter, displaying product superiority in ads, or offering guarantees. PTS: 1 REF: 81 Thinking KEY: CB&E Model Customer OBJ: 06-3 TOP: AACSB Reflective MSC: BLOOMS Application 32. _____ is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior. a. Economic value b. Involvement c. Opportunity cost d. Temporal cost e. Perceived level of per...
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This document was uploaded on 09/29/2013.

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