P 103 when people go on vacation they often eat at

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(p. 103) When people go on vacation, they often eat at the same restaurant chains they visit frequently when at home. Using decision heuristics, explain this behavior. Decision heuristics are mental shortcuts consumers use to narrow the range of choices. When on vacation, consumers often make many choices during the course of a day--sites to visit,
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and so on. At the end of the day, they do not want to make additional decisions. When it comes time for a meal, they often choose a familiar brand because they know the menu, the quality level, and the price range already. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 05-01 Articulate the steps in the consumer buying process. Topic: Evaluation of Alternatives 137. (p. 105) Assume you are the manager of a resort property that is close to the mountains, to several recreational sites, and to a few luxury restaurants and stores. How would you manage customer expectations to enhance postpurchase satisfaction? Be specific. Students might select any of the following: building realistic expectations by listing the nearby attractions and showing photos, offering demonstrations by posting videos of the area, reducing risk through guarantees or similar programs, and encouraging feedback and communication with customers, even after the purchase. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 05-04 Discuss postpurchase outcomes. Topic: Postpurchase 138. (p. 105) Fred's Heating and Air Conditioning Service is considered using the slogan, "We fix it the first time, every time." Why might this slogan be a bad idea if Fred wants to maximize postpurchase satisfaction? Create a better slogan for Fred. Fred should create realistic expectations. His proposed slogan is risky because it makes a promise he probably can't keep, thus setting unreasonably high expectations that are likely to lead to dissatisfied customers if, for example, he can't make a repair on the first visit because a part needs to be ordered. Suggested slogans will vary but might include: "We fix it the first time, or the next time is on us." AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 05-04 Discuss postpurchase outcomes. Topic: Postpurchase 139. (p. 105) At a convenience store, Brian bought a bag of chips he had never tried before. Driving down the road, Brian opened the bag, took a bite, and realized he had purchased pork rinds by mistake. Being a vegetarian, Brian tossed the chips away. Brian felt very little buyer's remorse and soon forgot about the experience. Why?
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Buyer's remorse or postpurchase cognitive dissonance is generally greater for products that are expensive, infrequently purchased, and involve perceived risk. None of that applies to snack food purchases. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 05-04 Discuss postpurchase outcomes.
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