Exam 15: Beyond Consumer Relationships

Consumers with a weak economic orientation display lower customer share with all competitors.

Consumers who spread negative word-of-mouth (negative WOM) without complaining to the company itself are particularly likely to never do business with that company again.

_____ refers to the mutually profitable relationship between a buyer and a seller, which enables them to solve conflicts.

Stan has not shopped at Resplendent Stores, a chain of retail stores, in more than two years. Because of a bad experience at the store, he dislikes the store and has vowed never to shop there. In the given scenario, which of the following is true of Stan?

Disgust evokes an approach response, and as a result, a disgusted consumer is likely to complain.

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

A healthy relationship between a consumer and a marketer enhances value both for the consumer and the marketer.

Price-sensitive consumers become less loyal following the complaint than do those with less price sensitivity.

Switching costs are the costs associated with changing from one choice to another.

Zack went to a restaurant with his friends. The waiter took long to bring their order, and hence, the food that was served was cold. When Zack complained, the waiter did not respond appropriately. As a result, Zack started yelling at him and demanded to see the manager. Zack's behavior at the restaurant is an example of _____.

Complaining behavior occurs when a consumer actively seeks out someone to spread negative word-of-mouth.

In the context of the outcomes of consumption, equity perceptions are:

Disgust in consumers is most likely to evoke a(n) _____.

Customer share is sometimes referred to as _____.

Which of the following statements is true of true customer loyalty?

Dissatisfied consumers are more likely to complain than angry consumers.

Consumer opinions will be more shaped by reviews for relatively unfamiliar brands compared to established brands.

Many customers who use online banking facilities are reluctant to change banks because of the effort it would take to change automatic and online payment settings. The process involved is cumbersome and requires time and effort to cancel old accounts and set up new ones. The costs associated with such liabilities that explain the customers' reluctance to change banks are referred to as _____.

Identify a true statement about loyalty programs in the United States.

What are the different courses of action that a company can choose to handle negative public publicity?