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Exam 15: Consumer Relationships

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Question 51

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In the social media world,the key is to respond quickly before negative news goes viral.

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Question 52

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Which of the following types of switching costs involves lost time and effort?

A) Rational switching cost
B) Financial switching cost
C) Relational switching cost
D) Temporal switching cost
E) Procedural switching cost

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Question 53

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If the relationship with the brand is strong,accepting negative information diminishes the consumer's self-concept.

Perceptions of justice are included within the equity cognitions.

Until 1984,American consumers had only one choice for telephone service-"Ma Bell." However,today consumers have many choices for "data" services.Consumers can choose AT&T,Verizon,CenturyLink or relay on Internet service providers like Skype.This increase in the number of service providers indicates an increase in _____.

DISSATISFIED CUSTOMER SCENARIO Meg went to a local nail salon to get a manicure and pedicure. Unfortunately, she got a nasty nail infection on her left foot a day after her manicure. She didn't go back to the salon to complain, but she told all her friends about it and warned them to never go there. One of her friends suggested she should go to the salon, complain, and demand a compensation for her medical expenses, or at least get her money back for the pedicure. Meg was so disgusted that she didn't even want to go back there to complain. If she ever decides to get another pedicure, she certainly won't go back to that salon. -Refer to Dissatisfied Customer Scenario.Meg told all her friends about the infection and warned them to never go to that salon.This is an example of _____.

The portion of resources allocated to one brand from among the set of competing brands is called _____.

Which of the following occurs when consumers spread information from one to another about positive consumption experiences?

What is a third party endorsement? What are its two types?

Procedural switching costs involve money and emotional consequences.

A disgusted or hopeless consumer is more likely to complain than an angry consumer.

Procedural justice refers to the extent that consumers believe the processes involved in processing a transaction,performing a service,or handling a complaint is fair.

Perceptions of justice are included within the _____ cognitions.

Which of the following types of switching costs refers to the emotional and psychological consequences of changing from one brand/retailer/service provider to another?

Disgust evokes a(n) _____ response.

John and Beth went to a restaurant for dinner.When the soup arrived,it was cold.John complained to the manager,but Beth did not.Describe how John is different from Beth in the context of consumer behavior.

Retaliatory revenge is when a consumer yells,insults,and makes a public scene in an effort to harm the business.

Explain critical incident in the context of consumer behavior.

Holly was so pleased with the service she received at a new spa in her neighborhood that she told many of her friends about her pleasant experience.Which of the following postconsumption behaviors best describes Holly's behavior?

Talbot's clothing store offers a program where customers get a reward of $10 for every $500 spent.As part of the program,the store keeps an account of the frequency of purchases as well amount spent on each purchase by all its customers.This is an example of a _____ program.