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Multiple Choice Quiz
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1

Postpurchase dissonance is characterized by:
A)The strategies employed in planning product disposal
B)Feelings of elation after purchase
C)The amount of time the consumer is forced to wait for deliver of a product after purchase
D)Two inconsistent cognitions about an object or situation after purchase
E)None of the Above
2

The postpurchase process begins with the:
A)Evaluation of alternatives
B)Use or nonuse of the product
C)Product evaluation
D)Commitment to future purchases
E)None of the Above
3

Dissonance can be reduced by:
A)Minimizing the important of the decision
B)Returning the item
C)Increasing the desirability of the brand
D)Decreasing the desirability of rejected brands
E)All of the above
4

Consumption guilt occurs when:
A)Consumers move beyond the dissonance phase, but still do not use the product or service
B)Consumers regret purchase and refuse to use the product or service
C)Negative emotions or guilt are aroused by use of the product or service
D)Alternatives are evaluated and a choice is made
E)All of the Above
5

A detailed analysis of how a consumer interacts with a product provides information that can be used for:
A)Developing future product offerings
B)Determining future purchases
C)Understanding the psychological cognitions of the consumer
D)Financial reporting of information
E)None of the Above
6

One level of industry that has been a product of the disposition process is:
A)Children's market
B)Car industry
C)Entertainment industry
D)Secondary resale market
E)None of the Above
7

Satisfaction level can be understood by:
A)Comparing actual performance with attribute analysis
B)Comparing performance expectations with actual performance
C)Simply asking consumers if they like a product
D)Consumers never reach a point of satisfaction
E)None of the Above
8

Instrumental performance relates to:
A)The first level of satisfaction
B)The melodic sound of a product
C)The physical functioning of the product
D)Aesthetic or image-enhancement performance
E)None of the Above
9

Symbolic performance refers to:
A)The physical functioning of the product
B)Aesthetic or image-enhancement performance
C)The second level of satisfaction
D)The graphic representation of use
E)None of the Above
10

The emotional response that owning or using the product provides is called:
A)Experiential performance
B)Behavioral performance
C)Symbolic performance
D)Affective performance
E)None of the Above
11

The difference between repeat purchasers and committed customers is:
A)The presence of an emotional attachment
B)The frequency of purchases
C)The pattern of usage
D)Quality of word of mouth communication
E)All of the Above
12

The turnover of firms' customer base is referred to as:
A)Consumer recycling
B)Commitment volatility
C)Churn
D)Corporate identification
E)None of the Above
13

The growth and cultivation of a consumer base can be accomplished by:
A)Attracting new users
B)Encourage current customers to become repeat purchasers
C)Capture competitors' current customers
D)Encourage current customers to become committed users
E)All of the above
14

Customer loyalty programs
A)Typically focus on mere repeat purchases
B)Require a customer-focused attitude in the firm
C)Are based on the importance of relationship marketing
D)Should focus retailers on moving customers to customer affection
E)All of the above
15

One of the benefits of committed customers over time is:
A)The greater opportunity to develop a personal relationship
B)Their willingness to pay a price premium
C)Their patience in waiting for a sale in order to purchase the product or service
D)The profit from repeat purchases only
E)None of the Above





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