Brand-choice congruence is the:

purchase of the same brand as members of a group.

Which of the following statements is true of satisfied customers?

They can be retained easily by marketers.

Negative disconfirmation occurs when:

performance is worse than expected.

Gatekeepers are individuals who:

control the flow of information.

Consumer learning from marketer-controlled information is often limited because:

consumers perceive the message to be of low credibility.

Certain individuals, such as famous athletes, politicians, and movie stars, have influence because:

their power or expertise makes others want to follow.

Negative word-of-mouth communication is more likely to occur when consumers:

perceive that the problem is severe.

In the context of the disconfirmation paradigm, performance indicates:

whether the expected outcomes have been achieved.

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CB Exam 3 - 2025

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Questions 18

Answers

1
Associative reference groups are groups that:
we admire and wish to be like.
we give expert opinions to.
we do not wish to emulate.
we actually belong to.
2
Brand-choice congruence is the:
purchase of the same brand as members of a group.
extent to which a group has the ability to deliver rewards and sanctions.
specialized group of consumers with relationships with a particular brand.
process by which we learn to become consumers.
3
Which of the following statements is true of satisfied customers?
They can be retained easily by marketers.
They cannot remain brand loyal for long.
They are not willing to pay high prices.
They do not share information with other consumers.
4
Negative disconfirmation occurs when:
performance is worse than expected.
information retrieval is low.
there is a role-enhancement failure.
satisfaction levels are higher than expected.
5
The feeling that a purchase decision meets or exceeds one's expectations is referred to as ____.
dissatisfaction
resentment
dissonance
satisfaction
6
A(n) _____ is a group we do not want to emulate.
dissociative reference group
associative reference group
schematic reference group
reflective reference group
7
Gatekeepers are individuals who:
control the flow of information.
complain about defective products.
have strong ties and thus serve as a bridge between groups.
criticize poor marketing techniques.
8
Consumer learning from marketer-controlled information is often limited because:
of the lack in processing ability of consumers.
it does not match consumer decision-making patterns.
consumers perceive the message to be of low credibility.
consumer memory retaining power is minimal.
9
The negative feeling that one should have made another decision than one actually did is referred to as _____.
impulsiveness
post-decision regret
post-consumption dissonance
purchase derogation
10
Which of the following types of complainers are likely to complain directly to the retailer or service provider?
Actuators
Voicers
Passives
Socialists
11
Certain individuals, such as famous athletes, politicians, and movie stars, have influence because:
their power or expertise makes others want to follow.
consumers have difficulty making their own decisions.
of the cognitive dissonance created by them.
of the primary reference group influence exerted by them
12
The influence delivered verbally from one person to another person or group of people is called _____.
share of voice
return on event
personalization
word of mouth
13
____ is a theory about the fairness of exchanges between individuals.
Functionalist theory
Conflict theory
Schematic theory
Equity theory
14
Word-of-mouth communication has more credibility, whereas advertising:
is more personable.
has more meaning.
has more reach.
is more casual.
15
Which of the following is one of the stages that consumers must go through in testing hypotheses for learning?
Encoding of evidence
Schematic development
Associative networking
Creation of biases
16
Negative word-of-mouth communication is more likely to occur when consumers:
perceive that the problem is severe.
repeatedly purchase products of a single brand.
make purchase decisions that are not credible.
face problems that are unstable.
17
In the context of the disconfirmation paradigm, performance indicates:
rightful thoughts about casualty and fairness.
consumers' perceptions of risk.
role of ambiguity in production.
whether the expected outcomes have been achieved.
18
Reference groups influence product category choice for _____.
durable goods
necessity goods
complimentary items
luxury items

CB Exam 3 - 2025 Flashcards | StudBud