Discuss cognitive dissonance as it relates to postpurchase evaluation and describe how marketers can reduce cognitive dissonance in a consumer who has just purchased an expensive product.
What will be an ideal response?
Cognitive dissonance in marketing refers to the doubts in the buyer's mind about whether purchasing the product was the right decision. Marketers sometimes attempt to reduce cognitive dissonance by having salespeople call or e-mail recent customers to make sure they are satisfied with their new purchases. Salespeople may send recent buyers results of studies demonstrating that other consumers are very satisfied with the brand.
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Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"
A) an actual product B) an augmented product C) core customer value D) co-branding E) exchange value
(CMA adapted, Dec 92 #9) In a business combination that is accounted for as a purchase and does not create negative goodwill, the assets of the acquired company are to be recorded on the books of the acquiring company at
a. original cost. b. original cost less accumulated depreciation. c. fair market value. d. book value. e. liquidation value.
Irving has assessed his best alternative to a negotiated agreement, or BATNA, for salary negotiations for a new job. He aspires to earn $44,000 but will be content with $42,000
He could live with $40,000. With this in mind, he should not settle for less than $42,000. Indicate whether the statement is true or false.
The last step in the consumer decision process is:
a. Problem search b. Intention c. Satisfaction d. Evaluation of alternatives