Ten leads to a ritual reversio n b customer

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often leads to: A. ritual reversio n. B. customer dissatisfaction. C. postpurchase harmony. D. financial risk. E. perceptual learning. By encouraging consumers to expect too much, a marketer can make it more likely that consumers will be dissatisfied. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 05-04 Discuss postpurchase outcomes. Topic: Postpurchase 64. (p. 105) Ralph, an accident and injury attorney, wants satisfied customers but does not want to create unrealistic expectations. To avoid this potential problem, Ralph will evaluate his:
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All of these are ways in which Ralph may set expectations, intentionally or otherwise. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 05-04 Discuss postpurchase outcomes. Topic: Postpurchase 65. (p. 105) Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with: Buyer's remorse, or postpurchase cognitive dissonance, is felt most often for expensive products purchased infrequently, and/or associated with high levels of risk. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 05-04 Discuss postpurchase outcomes. Topic: Postpurchase 66. (p. 105-106) Reginald greets his regular customers by name every morning when they come in for coffee. He offers them a taste of anything special he is cooking that day. He has a database with their birthdays, and offers them free meals on their birthdays. Reginald hopes that this attention to his "regulars" will encourage them to:
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Although people are more likely to complain when dissatisfied than to praise when satisfied, Reginald can still encourage positive word of mouth from his regulars. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 05-04 Discuss postpurchase outcomes. Topic: Postpurchase 67. (p. 105) Daniel sells specialty software designed to allow small insurance companies to manage customer data and claims. Daniel knows that satisfied customers are likely to come back for software updates. To ensure that customers are satisfied
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  • Fall '12
  • Chris
  • Decision Making, consumer decision process, Brenda, D. Maslow

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