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MKG 310 EXAM Chapter 18 Postpurchase Processes, Customer
Satisfaction, and Customer Commitment QUESTIONS WITH
ANSWERS 2022/2023 A+
Multiple Choice Questions
1. The NFL is able to customize their newsletter by .
A) tracking what pieces are clicked on
B) providing news about the individual fan's favorite team
C) matching the individual fan's specific interests
D) enabling fans to update their profile
E) all of the above
Answer: E Page: 637 Difficulty: moderate
2. Which of the following is NOT a possible outcome once a consumer is satisfied?
A) committed customer
B) discontinued use
C) repeat purchases
D) increased use
E) all of the above are possible outcomes
Answer: E Page: 638 Difficulty: hard
3. Doubt or anxiety regarding a purchase a consumer has made is known as .
A) postpurchase worry
B) postpurchase guilt
C) postpurchase dissonance
D) postpurchase shame
E) postpurchase fear
Answer: C Page: 638 Difficulty: moderate
4. Which of the following is true regarding postpurchase dissonance?
A) All consumer purchase decisions are followed by postpurchase dissonance
of some sort.
B) The importance of the decision to the consumer is one factor that influences
the probability and magnitude of postpurchase dissonance.
C) The individual's tendency to experience anxiety is not related to
postpurchase dissonance.
D) The easier it is to alter the decision, the more likely postpurchase dissonance
will be.
E) Nominal decision making usually results in the greatest magnitude of
postpurchase dissonance.
1
,MKG 310 EXAM Chapter 18 Postpurchase Processes, Customer
Satisfaction, and Customer Commitment QUESTIONS WITH
ANSWERS 2022/2023 A+
Answer: B Page: 639 Difficulty: moderate
2
,MKG 310 EXAM Chapter 18 Postpurchase Processes, Customer
Satisfaction, and Customer Commitment QUESTIONS WITH
ANSWERS 2022/2023 A+
5. The probability of a consumer experiencing postpurchase dissonance, as well as
the magnitude of such dissonance, is a function of which of the following?
A) The degree of commitment or irrevocability of the decision.
B) The importance of the decision to the consumer.
C) The difficulty of choosing among the alternatives.
D) The individual's tendency to experience anxiety.
E) all of the above
Answer: E Page: 639 Difficulty: easy
6. Connie just purchased her first new car, and she's actually feeling a little bad about it.
She's concerned about how much money she spent and how long she will be making
car payments. She's not sure she made the right choice, either. She liked another car a
little better, but ended up purchasing another model. Connie is experiencing .
A) postpurchase worry
B) postpurchase guilt
C) postpurchase dissonance
D) postpurchase shame
E) postpurchase fear
Answer: C Page: 639 Difficulty: moderate
7. Which of the following is NOT an action a consumer may utilize to
reduce dissonance?
A) Increase the desirability of the brand purchased.
B) Decrease the desirability of rejected alternatives.
C) Decrease the importance of the purchase decision.
D) Reverse the purchase decision (return the product before use).
E) Increase the importance of alternatives that were not considered in the
purchase initially.
Answer: E Page: 639-640 Difficulty: moderate
3
, MKG 310 EXAM Chapter 18 Postpurchase Processes, Customer
Satisfaction, and Customer Commitment QUESTIONS WITH
ANSWERS 2022/2023 A+
8. Carla continued to search for information on cars even after she purchased one. She
would go over her decision in her head, and pay attention to ads that featured the
car she bought. She was also noticing how many other people drove her model of
car, which made her feel more confident that she made a wise decision. Carla is
attempting to reduce .
A) consumption guilt
B) postpurchase dissonance
C) postpurchase shame
D) postpurchase fear
E) consumption anxiety
Answer: B Page: 640 Difficulty: moderate
9. Hailey purchased furniture for her living room and spent quite a bit of money. After
she purchased it, she started regretting that she spent so much and she wasn't sure she
liked the furniture. To make herself feel better, she told herself that the other furniture
she was considering really wasn't that good and probably would not last as long as the
furniture she ended up purchasing. Which of the following is Hailey using to reduce
her postpurchase dissonance?
A) Increasing the desirability of the brand purchased.
B) Decreasing the desirability of rejected alternatives.
C) Decreasing the importance of the purchase decision.
D) Reversing the purchase decision.
E) Increasing the importance of the purchase decision.
Answer: B Page: 639-640 Difficulty: moderate
10. Negative emotions or guilt feelings aroused by the use of a product or a service
are referred to as .
A) postpurchase anxiety
B) consumption guilt
C) consumption anxiety
D) postpurchase dissonance
E) consumption dissonance
Answer: B Page: 640 Difficulty: moderate
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